A takeaway from the session, “Charlotte Russe: Push vs. Email vs. Text: Making the Most of Mobile Communication Tools,” was that it is critical to build a strategic framework that optimizes marketing communications based on customer behavior and what each channel is uniquely good at. The presentation pointed to how sending the same message to the same customer across push, email and SMS platforms is not just cost-inefficient; it also annoys and alienates customers.
When it comes to marketing, we are all learning the importance of multichannel reach. Retail has shifted to a buyers market. Today’s consumers are educated and pressed for time, leaving them armed with higher expectations. They perceive customer personalization, by way of an app, as a definite sign of value and respect. A small price to pay for such dedicated brand loyalty.
In-store product scanning delivers an enhanced shopping experience, allowing clients to build wishlists, scan products and checkout all on their own, via a mobile app
This is not new technology: retailers having been taking advantage of QR code scanning successfully for years, with one company logging 89 million interactions alone in 2013. Pepsi took this one step further by offering in-store QR codes that saw a conversion rate of 48% on $5-off coupons. But this is the only beginning of how retailers can leverage scanning and built-in cameras. By introducing in-store product scanning on mobile apps, customers are awarded the ultimate personal shopper with options available to suit individual client's needs.