• 5 ways to increase bricks-and-mortar loyalty

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  • Does your store marketing strategy need a spring clean?

    Summer is fast approaching, bringing retailers a host of traffic-driving opportunities: from pre-vacation shopping and families looking for leisure activities during the long holidays, to a rise in tourist numbers and the annual back-to-school retail rush. Each of these – and more – provide retail organisations with an opportunity to drive profitability through marketing activity.

    And bricks-and-mortar retailers have an opportunity to better leverage technology in order to more effectively measure the impact of their marketing campaigns. Therefore, to make the most of the summer spend, now is the time for them to spring clean their approach to store marketing, to ensure their strategy tracks and drives ROI for physical locations.

    Here are some areas that senior marketers should address, which will enable them to benchmark the strength of their campaigns in the store environment:

    Understand the key objectives

    The first ….

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  • 4 ways to understand your in-store shoppers better

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  • When it comes to customer loyalty, is the store keeping pace with online?

    In the omnichannel retail environment, where digital and physical channels are interconnected, the consumer is spoilt for choice with where, how and with whom they shop. And their expectations across these channels continue to rise.

    This has made securing customer loyalty significantly more challenging for retailers. Market competition is intense, and even a single bad experience can be enough to push regular shoppers towards competitors.

    In order to cultivate customer longevity in this highly competitive environment, the retail loyalty market has exploded. In fact, market research forecasts that loyalty management spend will surpass $4.5 billion by 2021, according to ABI research.

    But while investment is increasing, many retailers are finding their loyalty schemes are more effective in nurturing customer retention and spend online than ….

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  • How can retailers understand in-store shoppers as well as they do online shoppers?

    In the world of online shopping, it’s relatively easy to track and analyse customer behaviour, as every action is digitally logged. Retailers will know who has shopped and where, how long they browsed the site, what they purchased, and whether they redeemed a marketing offer or collected loyalty points.

    Back in the physical store, however, the same shopper will browse and buy with relative anonymity. Much less is known about in-store shoppers by store associates – and this makes it much more difficult to personalise purchasing journeys.

    Retailers urgently need ways to gather the same in-depth insights online and offline, if they want to optimise the customer experience. Now is the time to stop guessing what in-store behaviour patterns look like, and start knowing how consumers shop.

    In order to understand bricks-and-mortar shoppers in greater depth, many retailers are implementing location-based analytics across their store estate. ….

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  • IoT update: how are retailers successfully implementing connected technologies in the physical store?

    As digital-loving consumers clamour for more and more connectivity in their lives, the concept of the Internet of Things (IoT) is gathering momentum among innovative retailers. Shoppers want convenient access to personalised products, services and information, 24/7.

    In response, Juniper Research forecasts that merchants will spend $2.5 billion on IoT technologies by 2020. In fact, many retailers are already leveraging business intelligence solutions in their operations to better understand consumer behaviour and optimise the customer experience. For instance, retail traffic insights can be used to improve checkout times, store layout, and shopper-to-associate ratios.

    And as a greater number of connected technologies reach the market, new opportunities arise for retailers to enhance or reshape the customer experience. As Forbes journalist, Barbara Thau, concludes in a recent ….

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