View By SegmentShopper Marketing & Engagement
This page brings you abstracts of all BMC content related to this segment listed from newest to oldest.
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Troop ID: Vets and soldiers decide who sees their personal data
Troop ID was created to make it easier for service members
to identify themselves to retailers and manufacturers who want to offer them
discounts – but the way it puts the shopper in control of their own data is
what really interests us.
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Content marketing: more than just compelling content
Need to deliver or direct content
marketing? Here’s an interesting explanation of why successful content
marketing involves more than just compelling content.
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Target 2013: Building a better in-store shopping experience
Last week we looked at Walmart's Annual Report, this week we look at Target's. Target states that 2013 is all about “building on our momentum” by, among other things, introducing new ways to shop driven by an accelerated investment in digital technologies and a thoughtful integration of the digital and in-store shopping experience.
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Need states, category leakage, and new growth platforms
Can focusing on on shopper
need states reduce category leakage? We think it’s a big idea – big enough, in fact, to create opportunities for new growth platforms that will drive top-line growth.
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Why it's important to keep improving omnichannel capabilities
Don't take comfort from reports that ecommerce makes up only 5% of the
country’s retail sales. The internet’s
growing influence on purchasing should inspire retailers to bring
technology inside the store and redouble their efforts to integrate it into shopper marketing programs.
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Greentape: Making product reviews pop in-store
The new mobile app Greentape takes another step forward in
integrating the online and in-store experience by combining customer reviews with
in-store geo-location technology. We think it will work best in stores where shoppers spend
a fair amount of time considering the purchase.
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Managing the paradox of choice in ecommerce
There’s
a negative side to offering shoppers so many choices via ecommerce - many items in a
retailer’s offer just don’t get consideration. The problem is getting worse and
screams for a solution.
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Kings delivers high-quality culinary food experiences
How can food retailers achieve growth? Finding new markets is one way. The new
Kings store in Gillette, NJ is a great example of this strategy in action. They’re
competing with restaurants on prepared food by offering shoppers a high-quality
culinary food experience with chef-prepared foods for 20 to 30% less than
restaurants charge.
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Get This mixes TV shows and shopping
The new “Get This” app gives
a whole new meaning to on-demand shopping – now you can shop what you see on
your favorite TV show. It’s a great example of mobile taking another step
forward in enabling any time/any place shopping.
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ChopChopGo! and changes in food shopping relationship
Un Kwon was trying to make shopping more efficient when she helped created ChopChopGo! Instead, she found it changed her whole relationship with grocery shopping - see how!
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The growing power and reach of supermarket dieticians
Food
retailers are increasingly turning to dieticians as a way to differentiate
themselves now that technology has made price transparency so accessible to
shoppers. A
recent Ad Age article tracks the trend and the drivers behind it.
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Arguing the future of CPG category management
It’s useful to see an argument in support of category management since
some people have already concluded that being shopper-centric requires
moving away from the traditional product/category orientation in order
to organize around shoppers’ needs for CPGs. The “net” winners
of this debate will have a significant impact on how retail analysis of data creates
value for shoppers, retailers, and suppliers in the future.
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Delivering promotions via touch screen & RFID carts
Yoke’s Fresh Market is testing a promotion system that
allows shoppers to touch an offer on an in-aisle screen, place the item in an RFID equipped shopping cart or
basket, and collect the discount at checkout where it’s printed on the receipt.
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Sears launches its marketplace
In
the new “Fulfilled by Sears” program, the retailer seeks to leverage their
extensive IT and distribution capabilities by offering an online marketplace
experience. Third-party sellers will be able to get exposure to “Shop Your Way”
rewards customers, and Sears will handle fulfillment. We think the new venture has a lot going for it but we also have some questions. Blog Post
Selling solutions drive top-line growth
Offering shoppers "solutions" by combing complimentary items (a.k.a.
bundling) is a powerful tool to increase transaction size, and it's
already driving sales for both online and brick and mortar retailers.
Done effectively, bundling can have a big impact on top-line growth. Do the math: How
much would your sales increase if shoppers added just one more item to half of their
transactions?
