Online merchants use data to measure EVERYTHING about their shoppers, while brick-and-mortar retailers have traditionally limited themselves to POS data. Those days are over. Jan Davis talks about how Big Data is moving inside the store.
We think Google's strategy for capturing more shopper engagement will be a winner because its tools add value for shoppers - and because Google is looking to shoppers (not competitors) to shape their offering.
BMC's newest paper tracks the changes in shopper marketing that are being driven by new digital tools, tactics, and strategies. It delivers insights, implications, and recommended actions that will help
retailers and suppliers who want to increase the effectiveness of their shopper marketing programs today.
The Hub Magazine awarded it's Ultimate Prize to Asian Paints’ flagship, The Colour Store, which used technology and imagination to move
shoppers from the old feeling that painting and choosing paint is painful
to a new feeling that is fun and interactive.
A Guide to What's Next: The evolution of shopper marketing is being driven by growing insight into shopper behavior and the relentless expansion of digital strategies, tools, and tactics. This paper presents survey findings that explore several forward-looking hypotheses about the future of shopper marketing.
Walmart suppliers recently identified Amazon.com and dollar
stores as the top competitive threat to Walmart, so it’s especially interesting
that the majority also report “working with Walmart.com is a challenging
The addition of in-store GPS to Macy's
iPhone app for its flagship NYC store is one more sign of how shoppers are going to be able to navigate
stores more easily in the future – and be guided to featured products and deals
while they’re in the store, too. The GPS systems, provided by suppliers such as
Meridian and Point Inside, are becoming more accessible to retailers (and
museums and hotels and hospitals).
Toys ‘R Us joins a growing list of retailers who now accept in-store
payment for online orders. We think the shift signals a growing
awareness among retailers of how multi-channel the shopping experience has become. As more and more shoppers seek and expect a
blended experience, the boundaries between online and offline are softening. By accepting
in-store payment for online orders, retailers
Shopkick’s redesign aims to capture the
couch-to-store loop of the path to purchase. The new focus on layout and color
aspires to extend the app’s footprint to include more pre-shopping browsing.
Gamification isn’t gone entirely, but it’s not as prominent as it once was. Sarah Lacey says “Why fix something
that wasn’t broken?” in her Pandodaily review. But we think Shopkick is just
leveraging their strength in creating intent motivation to better serve shoppers' needs by entering the path to
purchase before the store.
We need to look in different places to get a full picture of leading-edge retail innovation, as Tom Van Aman observed in our recent blog on change, so Shane Happach's Huffington Post story caught our eye. Latin American shoppers are enthusiastically embracing ecommerce, which means that the leading traditional retailers across Latin America will be competing aggressively for this new business so they can better serve their customers.
We like how Charles Gold turns around the perspective on the path-to-purchase in this MENG blog. Gold says we focus too much on the internal - on sales processes, prospects, and tactics. Instead, he argues, we should be talking and thinking about buyers and buying processes.
All clothing shopping occasions, as well as other fashion-defined products.
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