Executive ViewPoints

The retail industry is fortunate to include numerous executives with extensive experience — and they are willing to share their insights in the Retail TouchPoints ViewPoints section. These byline pieces focus on industry trends and do not include solution provider sales pitches. Many of the byline pieces receive the greatest number of clicks on the RTP site each year.

In-Store Insights Help Turn Browsers Into Buyers

There’s a lot of chatter in the retail space about the threat of online sales to traditional brick-and-mortar stores.  Perhaps that talk should be about the huge, missed opportunity walking out of stores every day: the browsers who could be buyers, and about whom most retailers have little or no information. Concern about online sales has evolved with good reason. Since 2000, the growth of e-Commerce has far outstripped that of other retail channels, with an average annual increase of 20%, according to Deloitte’s The Next Evolution: Store 3.0 report. Indeed, the seemingly endless analytics available about online shoppers is an advantage to retailers.

Driving Shopper Loyalty Through Digital Platforms

Imagine today’s typical trip to the store ― that big, complex place where we go to get all the things we need to run our homes and take care of ourselves and our families. The store.  Seems so impersonal, doesn’t it? What if instead of THE store, it was MY store? Or, in the following example, Emily’s store?  On the way home from work, Emily decides to stop at the store to pick up a few things. She is welcomed immediately by the loyalty application on her smartphone via the retailer’s WLAN guest access. The application allows the retailer to build a profile for Emily; integrate her online purchasing activity and shopping lists (created at home) into her store visit; and deliver a personalized shopping experience. Assistance is offered immediately. A customized map appears on her device to alert her to special promotions and sales on her frequently purchased items and their locations. All associates in the store are connected virtually and empowered to anticipate Emily’s needs. They are equipped with advanced knowledge of her questions, merchandise searches, past purchases and store loyalty before they ever greet her face-to-face. Video analytics track inventory availability, customer count, line length and traffic…

Personalization In 2012: Intent Leads, Social Matures

While personalization has existed for more than a decade, emerging as a priority for every online retailer, 2012 is shaping up to be a truly innovative year for relevant, in-the-moment personalized experiences for consumers. To understand the context for these innovations, it is important to look back. Prior to this year, only vendors with deep pockets or sophisticated algorithms, such as Google, could hope to create highly relevant experiences. That’s because a completely new way of thinking was required to understand how to process information in real-time to make decisions that impact in-the-moment experiences. The alternative was to use aggregate data and batch processes that delivered less than ideal results. That, however, is about to change.

Consolidating Big Data To Create One View Of The Customer

Over the past 20 years, new technologies have helped shift how retailers market to their customers. Before the Internet, segmenting audiences and marketing campaigns was a fairly unrefined practice, with marketers only able to make general inferences about what shows young adults watched or what magazines women read. However, as the Internet, and more specifically Google, grew, this opened the door to whole new ways to segment and reach specific audiences. Not only could marketers place their adds for socks on a site that sells shoes, but they could group their ads based on what potential customers were looking for at that exact moment. The advent of Google Adwords is what launched Google into the powerhouse they are today and is what turned interactive advertising into a nearly $35 billion dollar and growing industry, according to Forrester.

Pricing Isn’t A Four-Letter Word

When the topic of pricing arises, retailers often anticipate an unpleasant discussion and more pressure on their annual goals. We have all heard quotes like these: “The only way we got people into our store over the holidays was with massive discounts….My customers had to go down market during the recession, and they aren’t moving back up….We keep losing share to private labels in the Big Boxes, all due to price.” While such quotes are based on reality and make pricing a daunting topic, firms that manage pricing strategies proactively with the right tools in place can produce significant top- and bottom-line results. One point gain in realized prices can yield a much larger proportional improvement in profits. In our work with clients on pricing strategy, four lessons have emerged that can help retailers like you get to the point where pricing is a positive contributor to 2012’s success.

Electronic Labels Move At The Speed Of Retail Promotion

The U.S. retail department store sector is highly competitive, relying heavily on a multi-channel go-to -market strategy. While it continues to attract shoppers through targeted mailings, on-line offers and social media, most successful department store retailers depend on frequent in-store promotions across most products and categories to drive sales. But the sheer number of price changes within a store makes price accuracy and the timely update of store signage increasingly difficult. The costs associated with personnel who have to replace paper signage along with ongoing sign production costs can diminish a retailer’s profits. With U.S. retailers faced with the high cost of implementing ever-increasing promotion frequency, and with less time and staff to allocate to price and promotional sign changes on the sales floor, the time has arrived for graphical displays to replace a decades-old paper technology.

Drive Business Growth In 2012 With A Smart Email Marketing Program

Small business owners are revving their motors to win big in 2012. Many are ready to push the pedal to the metal to achieve their goals and objectives for the year. For many small business decision makers, this includes retaining and growing the business. A recent Zoomerang survey, which polled more than 1,000 small business leaders, found that 60% of respondents plan to concentrate on customer growth in 2012, 38% say they will work on customer retention, and 21% will focus their efforts on communications, marketing and public relations. While setting goals is commendable, implementing the right solutions to drive results can be bewildering. Communicating your value can be expensive, time consuming and complicated. The exception is email marketing: Email marketing is an effective way to drive success for all three of the surveyed objectives without the hassle and added cost. Used to its full potential, an email marketing program enables small businesses to strengthen customer relationships and drive sales by connecting with customers quickly, simply and affordably.

Retailers: Are You Social-Business Ready?

Think about the last major purchase you made. How did you make the decision? Consumer Reports or reading reviews online? Trusting a company’s advertising or asking your network for recommendations? The way people shop for products has changed. According to Mike Volpe (@mvolpe) of Hubspot, it’s because the way consumers communicate has changed. People spend more time on social media than email. There are 200 million people on the “Do Not Call” list in the U.S., and 86% of people use a DVR to skip over advertisements. Volpe says the era of paying for advertising to drive sales is out, and the era of using inbound marketing to engage and attract sales is in. While today’s consumers are ushering in a new era of shopping, retailers must take notice of what Scott Welty (@scottweltyjda) of JDA Software calls Generation C: In a recent article, “Making the Sale When the Path to Purchase Leads to Your Door,” Welty explains that retail trends are driven not only by today’s volatile economy, but by the growing influence of tech-savvy consumers known as Gen C, with the “C” standing for “connected, content-centric, communicating, computerized, community-oriented and always clicking.”

Retail 2.0: Invite Shoppers To Participate

Once again this year, the ol’ Javits Center in New York hosted retail folk from across the country. It seemed as if every vendor was hawking technology solutions to help retailers track product life cycle from factory to sale. This is a wonderful efficiency goal. Booth after booth showed space-age integration of serialized data from RFID tags, embedded into product tags, containing business information from back end systems. Track a sweater from factory to showroom to purchase and possibly customer return. Allow retailer micro-visibility into order status and inventory. But some of the vendors are missing the full story. It was as if they ended the story mid-pitch. The industry still is selling First Generation Retail, when the new frontier is Retail 2.0. Using the new Near Field Communication NFC-enabled phones that are entering the market this year, the shopper can be as active as the merchandising clerk. Using the phone as a personal reader, shoppers can navigate products, allowing stores to clientele and close the cross-channel disconnect that is evading most store executives.

Debunking The Black Friday Discount Myth: Retailers Need a 24/7/365 Pricing Strategy

Black Friday and Cyber Monday ― best known for glittering price offers and festively wrapped deals — attract gift-minded customers like a wreath to a front door. But these purchasers aren’t one-and-done shoppers: They’re cost-comparing and buying 24/7/365, clicking into their mobile phone apps and searching out the best deals wherever those deals happen to be. What’s more, these apps let shoppers save this price information for future reference. What are shoppers finding with their new sleuthing technology? Between November 20th and December 24th, 2011, Gazaro analyzed a sample basket of 40 products in multiple categories that were expected to draw well on Black Friday/Cyber Monday and through the holiday season. Comparing the data to other months in 2011, Gazaro found that in68% of the cases, prices were actually lower in the months preceding Black Friday. 

Winning Holiday Email Tactics You Can Use Throughout The New Year

This past year, for the first time ever, I did all of my holiday shopping online. I didn’t set foot inside the mall or buy any gifts at crowded stores. And, while I might have been shopping in solitude, I certainly wasn’t alone. comScore reported a 15.3% increase in online shopping between Nov. 1 and Dec. 26 as customers spent $37 billion on e-Commerce sites, which is a new record for those of you who are keeping track. Cyber Monday alone brought in $1.25 billion ― the heaviest online shopping day in history ― and Green Monday wasn’t far behind, with $1.1 billion. All in all, there were 10 shopping days this past holiday season that surpassed the $1 billion mark in online sales.

Digital Signage Dissected

Digital signage is well-established technology that allows for targeted distribution of rich media assets to digital display endpoints. Its notion of granular “narrowcasting” contrasts with the one-size-fits-all approach of broadcasting. Using the Internet as the data transport platform, digital signage allows for dynamic, dayparted, customized programming and messaging across a network of digital displays. The advantages of digital signage are particularly applicable in a retail environment, where costly static signage beset by compliance challenges has made execution an uneven prospect for many decades.

5 Ways to Use Tablets For In-store Commerce

 Mobile technology has revolutionized the in-store shopping experience, and fewer devices have done it better than the tablet. In-store tablet use merges the best of traditional, sensory-oriented in-store shopping with web-savvy consumer demand for instant data and transactions. Though many retailers are adopting this in-store technology, they’re just starting to scratch the surface of its potential. There are many ways retailers can use tablets to transform the in-store experience. Here are five that top the list: 1. Tablet Kiosks  Tablets offer a newer, cheaper and sleeker way for retailers to offer in-store kiosks while providing a fundamentally different experience from traditional kiosks. Tablet kiosks bring interactive, rich experiences that allow shoppers to develop their own experiences, such as choosing how long the engagement will last and selecting only what they need. Kiosks also let brands provide an “endless aisle to shoppers,” giving them an ability to buy products online that are not available in store and thereby avoiding potential customer walkouts.

The Rise Of Datarati

The ability to analyze customer data and turn that insight into highly relevant customer communications provides a powerful platform that helps brands prepare for the digital future. Since everything marketers understand about customer loyalty is changing, nowhere is that change more profoundly felt than in the collection and use of customer data for marketing. Hal Varian, Google Chief Economist and Economics Professor at UC Berkeley, believes the new “coin” of today is consumer data. In today's globalized, fragmented economy, winners increasingly will be separated from losers by their ability to collect, analyze and derive actionable insight from consumer data. Varian has coined a term for those companies who have an edge in customer data insight: the Datarati.

Improving Resiliency Strategies To Decrease Risk

Savvy retailers are developing recovery plans and strategies in light of potential risk from hurricanes, floods and power outages. Though store locations can be greatly affected by disasters, the rise of mobile and online buying presents retailers with a whole new level of risk. During an in-depth interview with Retail TouchPoints, Rich Cocchiara, IBM Distinguished Engineer and Chief Technology Officer of Business Continuity and Resiliency Services, shared how merchants can better mitigate risk online and in stores. Cocchiara also revealed how best-in-class retailers are turning to the cloud to optimize data backup and IT management in light of potential risks.
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