Chapter Ten (1:51)
What's the promise of beyond merchandising as we look to the future and the ability to use some of the tools we're starting to identify here today.
This is what excites me most about the potential of this technological capability.
I spent the last seven years in loyalty marketing. This enables us to have relative ubiquity of intelligent displays at retail. It affords us the opportunity to leverage this network to drive personalized communications at “the moment of truth” with customers, and do so using longitudinal customer data.
Many retailers out there have invested a tremendous amount of money in talking to customers outside of store with direct mail, email, other mechanisms. That's really great! Customers respond very well to it. But studies I've seen also show that customers lose that connectivity when they go into the store and the experience is the same for every single shopper.
We can change that paradigm.
I'll be able to understand when a customer walks up to a display with my retailer's mobile app. The display tells me what the display is. I can look across my data and know, based upon the propensity scores that I've built at a customer level, Frank needs a coupon.
Brandon needs a coupon, but it's not as deep to get him to move.
Peter loves value but he never redeems coupons, I just need to show him the ad block.
Jill needs a video. If you show her that and give her a customer experience, that's going to drive her sales.
That's the real promise of this.
The ability to talk at the "moment of truth". To deliver the exact right stimulus for that customer based on their behavior.
View Shelfbucks Related Videos:
NRF 2017 Panel Speakers:
Brandon Barr: Director of Retail Marketing and Insights for Duracell
Peter Bond: Managing Partner of Bond Unlimited,
Jill Andersen: Director of Marketing for Menasha Packaging Company
Frank Krug: Director of Technology for TPN
For more information contact Will Phillips at 512-442-6818 or firstname.lastname@example.org