Nikki Baird wrote in Retailwire this week that almost every shopping behavior is being shortened by mobile technology.
The behavior that most immediately comes to mind is showrooming. Buying a new TV used to mean driving to Circuit City, Best Buy, Sears and the local shops to compare prices during an afternoon. Now the same exercise (with different retailers) takes minutes.
There are other areas where mobile is faster, cheaper, and better. For most retailers, it’s about better service. But to monetize the moments, most insert promotions or transaction opportunities.
Indoor Mapping. The last year has seen a shift in retailers from being slightly aware to acutely aware of wayfinding, according to Patrick Connolly, senior analyst at ABI Research in London. He notes that Walgreens has already Continue reading
Digital loyalty programs are poised to jump from the pioneers to the masses of local restaurants, cafes, bars, salons and more that rely on repeat business. Companies like LevelUp, LocalBonus, Five Stars, Swipely, RewardMe, Square and others are rapidly expanding to new cities. Peter Krasilovsky, vice president at BIA/Kelsey, told Bloomberg over $155 million in VC money has been invested in digital loyalty-card companies.
What are the benefits of e-loyalty programs for local businesses and why is this sector likely to surpass daily deals? The three accelerants are cost, performance and insights.
As prospects for certain classes of kiosks dim, the future of automated retail has never looked brighter.
A fork in the road for traditional kiosks
Traditional electronic kiosks have gone the way of ubiquity or obsolescence.
Some kiosks drew too much traffic, requiring busy individuals to wait in line. Financial services solved this problem by scaling up–there are now nearly 500K ATMs in the US. Airlines solved this problem by bulking up–there are now commonly dozens of ticket dispensers in airport check-in lines.
Other kiosks drew little traffic, yielding added space and maintenance costs. As a result, kiosks providing entertainment, health and beauty information have diminished in mass merchandise retailers like Walmart and Target.
From time to time, marketing conferences take a step back to reflect on where we are in the evolution of personalization. Sometimes they add a twist, such as focusing on new data sources or location-based marketing, but the common thread is the promise of relevance.
I recently participated on a panel discussing how far consumer marketers have progressed in unlocking the value of data to enable personalization.
Such discussions often begin with a short debate about what constitutes “loyalty.” Some will argue that incenting people to buy more isn’t enough—loyalty takes emotions as well Continue reading
Today, 90% of Americans between 18 and 64 have a mobile phone, according to Arc Worldwide. Half of those are using their phones to shop. Of this half, 20% are driving the majority of mobile shopping behavior.
Translation: 10% of US adults are the mobile shopping heavies.
How do you compel more consumers to join this base of heavies? Arc looked at segments of shopper activity and suggests 5% of the 40% of casual users may be convinced to be heavy. Continue reading
The Wall Street Journal reported on January 31 that mobile and online are the “be-all and end-all” to reach customers. Bob Phibbs, who recently researched the subject, calls that assessment exaggerated.
Mobile is evolving at a pace that makes desktop e-commerce look glacial. But does it deserve to be crowned the “wave of the future” as many claim? What’s the killer app?
Mobile succeeds for shoppers when it is more convenient than alternatives. Consider accessing product information, wayfinding and offers, and it often beats other platforms. It is more accessible than a PC, more self-aware than a map, and less likely to be forgotten than paper coupons. Continue reading