Love this view on social/mobile influence in-store. Thx Loyalty360 & Mark Johnson for sharing
Finally a retailer starts to assemble all of the pieces to get digital right.
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.
Nice little piece on using connected tactics to support customers in-store. There are many more ideas/ways to use this and it is definitely not a threat.
As I was shopping for products for my new home this weekend, I was surprised how often I reached for my phone to try and get access for everything from pricing to reviews. Only one retailer across about 60 I was in this weekend had it and they lost an opportunity as it was just a legal terms and conditions page.
One thing this article doesn’t mention is speed of wifi. By providing on site info, a retailer can now provide video and the faster you can get details to a customer, the faster they can get back to customers…wifi allows both.
I don’t agree with the future showrooming trend for retailers who actually raise the bar on the experience.
Personalization, omni-channel and localized inventory and messaging seem to be the highlights in how today’s consumers see the future
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.
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…
Neat way of dynamically assigning content (price is a piece of the “content” experience) to maximize margin.
I would say the same tactics can be used across all forms of content and all location-based media to maximize the customer experience as well…not just the price
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