Individualized marketing is a powerful tool for brands looking to engage with customers on a deeper level, but with one wrong step, personalization can quickly become creepy. Although 62% of consumers today say they expect personalization from their favorite brands, just 40% say they actually trust brands to use their data responsibly and keep it […]
Of all the categories of retail shoppers, one stands out as being particularly difficult to reach — the middle-market shopper. Neither price sensitive nor premium, middle-market shoppers are unpersuaded by the availability of cheaper or more sustainable options. To engage this elusive group, one-to-one marketing is the only reliable option.
More retailers are attempting to utilize the data breadcrumbs that shoppers leave behind when they use mobile devices in and around physical stores. Mobile shopping companion apps that add contextual intelligence layers — and target consumers in the moments when they’re most persuadable — are catching on among national retailers.
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Retail apps have a reputation for being bulky and unnecessary, and for taking up space on consumers’ phones without delivering enough benefit. Going forward, the key for retailers looking to gain traction with their branded mobile apps will be integration with more location-based components.
Consumers increasingly prefer to communicate with businesses through their smartphones rather than face-to-face, even while they’re shopping in-store. Retailers have reacted to this shift by investing in beacons and mobile apps. But many are finding that use of these technologies is low because consumers don’t realize they exist. To understand how merchants should go about building these relationships and creating awareness of their mobile channels, we spoke with seven industry experts.
Beacons have been heralded as the future of retail, with 85% of retailers expected to use the technology by 2016. But getting a successful proximity-marketing program off the ground involves more than just setting out a few digital devices. Here are few common pitfalls and tips on how to avoid them.