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SMARTPHONES:
BUILDING IN-STORE
EXPERIENCES
RYAN SCOTT
Forrester Research, 2015. Notes from Forresters Forum for Marketing Leaders, April 2015, New York.
REAL-TIME COUPONING
Coupons have long been an essential
method of shaping demand at little
direct cost to the retailer. But only
recently have retailers embraced
digital couponing. And leading
retailers have moved beyond just
digital delivery of flyers to the creation of bespoke coupon apps tied
to that users online ID. This allows
personalized coupons, as well as
closed-loop data and analytics, to
precisely measure promotion and
store performance.
INSTRUMENTED STORES
Analytics data from in-venue
displays equipped with cameras
are being combined with sensors
(in-store and in-the-cart) and mobile
data (including couponing data) to
create a greater understanding of
in-store activity. These measures
enable segmentation by age, gender,
family size, and other metrics to
provide stronger insight.
SALES ASSOCIATE
CLOSED-LOOP MARKETING
Longer-term, we believe there is significant opportunity in connecting
sales associates to customers. What
if retailers sent notifications to sales
associates based on nearby activity
on an online channel? For example,
if a high-value customer has a large
basket or recently had a major
issue on the website, a local sales
associate could reach out to help or
assemble the entire basket for instore pickup. Leading retailers could
consider bringing the sales associate
into the loop, offering the customer
an integrated experience.
OUR PERSPECTIVES
3
Retail Touchpoints. Adobe Summit: Convergence of Brick-and-Mortar. http://www.retailtouchpoints.com/topics/digital-marketing/adobe-summit-the-convergence-of-brick-andmortar-and-digital-takes-center-stage.
Medical Motion. Gait Analysis Training Medical Motion Partners with SportChek. http://www.medicalmotion.pro/component/content/article/210-gait-analysis-training.
Targets gift registry kiosk allows guests to manage their online baby and wedding
registries, while also connecting them to sales associates.
Star Tribune. Target Launches two new apps, updates others. http://www.startribune.com/target-launches-two-new-apps-updates-others/278273561/.
The Samsung Gear VR Experience allows customers to spend time in virtual worlds in the store, driving trial of the
technology, as well as store traffic. For many visitors, this is the first time they experience VR.
The Verge. You can try Samsungs Gear VR in dozens of Best Buy stores. https://www.theverge.com/2015/2/6/7991803/samsung-gear-vr-demo-best-buy-stores-feb-8th.
Conclusion
Brands have a unique opportunity to
deliver compelling in-venue experiences. However, they must look beyond
their mobile apps in order to build experiences that compel visitors to look up,
not down, and engage in-store.
This is an exciting time for retailers
and operators to get aggressive and
embrace the opportunity. Whether you
choose the network, the connector,
the lure, or the informant, make sure
to carpe venue!
Everything a
retailer does
from a design
standpoint should
be validated by
data. And nearly
everything in
data influences
the design.
Ryan Scott
Vice President, Global Strategy Lead Digital Marketing,
SapientNitro Boston
rscott@sapient.com
Being responsible for defining capabilities, technologies,
and partnerships (including our global partnership with
Adobe), Ryan is able to lead development of SapientNitro
offerings including our Integrated Experience Architecture
to serve clients across a range of industries.
A special thanks to Sarah Traylor for her contributions
to this article.
SapientNitro, part of Publicis.Sapient, is a new breed of agency redefining storytelling for an always-on world. Were changing the way our clients engage todays
connected consumers by uniquely creating integrated, immersive stories across brand communications, digital engagement, and omnichannel commerce. We call
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