Love this view on social/mobile influence in-store. Thx Loyalty360 & Mark Johnson for sharing
Marie Claire just added video to their print publication
I’ve seen these before a few years ago but as costs come down and retailers look to get more bang for the buck out of circulars, I could fully see retailers dropping these into papers in market segments that they know are more margin rich.
Also might stop people from just throwing out the circular immediately if they knew there was “technology” in it
Sorry for the troll title in advance.
While this article isn’t specifically about marketers and marketers are not lazy, this post did get me thinking of my experiences in the last few months with marketers at retailers and brands of all shapes and sizes including their agencies (media, shopper and digital)
In evaluating programs, scale is undoubtably the #1 killer of ideas and sales efforts. And I don’t blame the buyers at retailers and their agency suppliers….if it can’t be big enough to make a dent in the topline, I wouldn’t do it either. This applies from retail apps to NFC, DOOH and mobile….doesn’t matter what the medium is…if I can’t get mass influence (even at a local level) I don’t have the time in a day to address it.
But what I’m finding is the #2 killer of ideation and sales can only really be described as “fear and laziness” – Complexity fills the #2 spot. As soon as something requires more than a cursory thought in how it would be executed, programs get shelved. The fear of complicated raises the fear and likelihood of failure. A program could have scale and, in tests, show returns of 300% along with massive customer satisfaction increases in 2 days but if thinking is actually required and it requires “pulling multiple pieces and companies together”, it dies on the vine.
I’ll will say this to those who fall down on #2:
Get used to it
Programs are going to get more complex because customers are more complex. More technology is needed. Integration between promotions, loyalty, price/value and personalization across channels are needed. Another 100 services are going to launch in the next year that you need to incorporate because your consumers expect you to.
Complexity is the new black and, as the article states, if you aren’t addressing it via technology and putting actual thought behind your customer efforts instead of leveling the “media howitzer” at it trying to insert yourself via interruption, yet again, into a customer’s journey for another “Like” you’re doing yourself, your company and your customers a grave disservice.
A customer can tell when you’ve actually put effort into something and appreciates it. Use technology to satisfy and delight and be proud of the depth and quality of your initiatives again. Might you fail? Sure! But do it intelligently and learn from it for the next complex program because it’s only going to get more complicated not less.
A fun theoretical banter that’s an intriguing read. Highly recommend if you like to think and ponder.
Neat study from Motorola and reported by eMarketer. Can’t help but feel that the investments and decisions being made are silo’d and reactive. Also doesn’t help that in-store is trying to make digital decisions based on how consumers are behaving or what they are asking for from today’s knowledge and services when we all know that most of the time these platforms answer processes and opportunities that come out of left field….I would think that “fulfillment” will not be one of the top 2 consumer selections in 5 years.
Nice little piece by the folks at Interbrand on fastcocreate.com. I liked this comment (paraphrased):
A fluid and uncertain market is the new normal – Responsiveness trumps efficiency in this new environment
Comment surrounds “digital” (which very few understand in its sheer totality) and the migration from silos and business functions to horizontals.
Spectacularly insightful McKinsey piece (download the whole presentation) on social technologies and their impact on the enterprise. Lots of pretty charts to pollute presentations with too
Some very cool numbers here around aligning social & location with in-store efforts and programs:
Cool study…makes you go hmmm.
Tech companies have a long way to go in establishing the trust that bricks-and-mortar has painfully established over the decades. But what happens when Grocers actually figure out how to use the social/location companies at scale within their own walls?
Seems Foursquare is trying to figure it out with their new merchant-friendly tools…
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