Blog

Want to join the journey for smart POP displays?

Posted by Ed Anderson

Jan 16, 2015 9:51:00 AM

There are millions of Point of Purchase (POP) Displays in thousands of retail stores in North America. The advent of smart phones for 70% of the shopper population along with inexpensive beacons has created an interesting opportunity to:

  • help identify which displays in which stores haven't yet been set up on the selling floor
  • measure the traffic passing by the display
  • measure the dwell time for individual displays
  • improve the shopping experience
  • initiate digital campaigns with shoppers on smart phones
  • track conversion to purchase of campaigns for displays

Consumer Packaged Goods (CPG's) companies have wanted the above capabilities for ten or twenty years. Menasha and Shelfbucks are introducing these capabilites in three phases in 2015. A summary of the program:

 

 

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Winners rely on pull marketing and personalization

Posted by Ed Anderson

Jan 9, 2015 10:24:00 AM

The college and professional playoffs are crowding out other sports news this weekend. The new final four for NCAA football was a surprise hit in ratings, drawing an eye-popping Nielsen rating on January 1. Contenders feature traditional styles against creative new styles. Retailing has similar contrasting styles. It’s a good time to fill in your bracket for the new retail final four playoffs.

Final Four in Retailing

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Beacon solutions require a lean and agile approach

Posted by Ed Anderson

Dec 31, 2014 11:27:00 AM

There is an often-heard narrative that the journey to improve the shopping experience necessitates an intrusion on your customer's privacy. Assessing the validity of this fear requires an understanding of how the combination of a retailer's app and beacons work. The chart below depicts how beacons work and can be found here
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Feedback is critical to improving your performance

Posted by Ed Anderson

Dec 22, 2014 10:30:00 AM

Whether you are training for bicycle race or launching an innovative retail app with beacons, feedback is critical to improving performance. The infographic below, titled How and When You're Losing Your App Users, provides a useful laundry list of things to be on the look out for when you've launched a mobile app in-store. 


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What is the "right" percent of push vs. pull messaging?

Posted by Ed Anderson

Dec 9, 2014 1:06:00 PM

We now have multiple ways to push deals to shoppers in a store by leveraging beacons. Multiple zones can be set up to push notifications to a shopper who breaks the "virtual cone" for a department such as diapers, fish, wine etc. 

Web site content management systems have had a suite of tools for years to enable companies to send thousands, if not millions of emails to promote products and convert prospects to buyers. But new leaders in InBound Marketing such as HubSpot now advocate not only targeted email, but personalized email campaigns: 

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The marketing funnel is dead…check. What's next?

Posted by Ed Anderson

Dec 2, 2014 11:31:00 AM

Some of us grew up with the traditional marketing funnel:

In the good old days you used push advertising on TV to create awareness and maybe if you're really good you achieive differentiation, which drives traffic into your stores, and newspaper advertising to create urgency to buy. Ok, it's slightly more complicated. P&G won the war on purchase insight with the first and second moment of truth: the first moment takes less than 7 seconds and that's how long it takes to make a purchase decision at the shelf. The second moment is when you first use a new product...which, according to urban legend means the buyer becomes a promoter of the product if everything goes well. But that description, along with the marketing funnel are just sooo yesterday.

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Delivering a personalized experience is more important than technology

Posted by Ed Anderson

Nov 28, 2014 11:01:00 AM


Location based marketing is the term used to describe the use of in-store technology like Bluetooth LE, Visible Light Communication (VLC) or security cameras to determine the location of a shopper while in the store. Technology is relevant, but business purpose trumps technology...and it's very important for retailers to decide where they are going before they argue about how they get there.

2014-10-29_1100

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How Millenials are using mobile devices for shopping.

Posted by Ed Anderson

Oct 31, 2014 1:17:00 PM


Nuggets on How Millenials Shop This Holiday Season:

  • Percentage of Millenials shopping directly from mobile devices
  • Biggest frustrations with mobile shopping apps
  • Percentage of Millenials using multiple mobile devices to shop
  • Preferences between a native app and a browser on the mobile device
  • Percentage of Millenials who abandon slow mobile device loading


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How does your chain compare to the top 100 retailers in mobile use?

Posted by Ed Anderson

Aug 8, 2014 10:23:00 AM


 

We know that retail leaders are interested in transforming their business. But for many, the specific path is not yet well defined. For some, it's about omni-channel. For others it's about digitizing offers and rendering them on smart phones. AppLovin asserts push notifications and email will play a role. Lastly some think personalization is central to transformation. This infographic from AppLovin allows you to compare where you stand vs the the top 100 retailers in the use of mobile apps, mobile commerce and improving the shopping experience. They titled it "Retail Brands Who Don’t Go Mobile Lose Out on Billions."


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Start with your shopper in mind when considering iBeacon rollout plans

Posted by Ed Anderson

Jun 9, 2014 10:29:00 AM

In our last blog post, we created a sample set of pilots to test alternate ways to improve in store conversion, and cross selling frequency and quality as a means of improving the overall shopping experience through enhanced personalization. With visibility into what your shoppers like about iBeacons and what they use the most, you are ready to roll out chain wide. 

The question is one of context: Is your frame of reference: (1) what is ready technically or (2) what will make it easy for your customers to get acclimated to personalization, as well as delivery of deals and product information at the shelf of the brick-and-mortar store? We would argue that if doubt exists, it is always better to focus on the customer rather than the technology. The following chart highlights a recommended rollout plan:

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