Reframing Retail — Getting Underneath The Headlines And Hype

Posted by Maya Mikhailov on Apr 18, 2018 1:05:00 PM

Article in Retail Touchpoints

There isn’t an industry today devoid of technology. It has completely revolutionized the ways in which business gets done — from improving personalized customer knowledge through data, to reducing costs and increasing accuracy in supply chains, to using chatbots and other artificial intelligence (AI) to improve customer service.

For the consumer, tech has leveled the playing field — most immediately, from a customer service perspective. Treated unfairly on a flight? Tweet about it. Experience a product fail? Take pictures and email them to customer service. But the extent of retailers’ technological support cannot just emerge when things go wrong. Tech in the retail space must be about making experiences seamless throughout the journey. Perhaps when that happens, we’ll see less volatility in the industry.

While the current narrative largely bewails the “retail apocalypse,” experts should not be so quick to blame e-Commerce, and retailers must shake off psychological bruising from past economic downturns.

If we’re going to point blame for retail woes, we must consider the oversaturation of stores in the U.S. and the fact that, on the whole, stores have not offered the level of engagement customers are seeking.

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Topics: Press, Omnichannel Retail

The Era of Limited Release

Posted by Jocelyn Schoolsky on Apr 16, 2018 12:00:00 PM

When it comes to limited edition products, there’s no denying that scarcity drives serious demand (and maybe a little FOMO). So why aren’t more brands leveraging this type of marketing strategy?

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Topics: Industry Events, Location-Based Marketing, Market Research, Omnichannel Retail, Best Practices, Apparel Retail, Beauty Retail, Lifestyle Retail

A Guide to Acquiring Retail App Users 

Posted by Lauren Hand on Apr 5, 2018 10:00:00 AM

Whether you're launching a new app or trying to grow your user base, highlighting your app’s best features is crucial in convincing customers to download it.

Communicating the launch of your app to your current email database is a good first step in leveraging your loyal consumers across channels. You can also leverage social channels, in-store signage and associates, and your mobile web presence to best market your app.

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Topics: Mobile Apps, Push Notifications, In-Store Mobile, Best Practices, Apparel Retail, Beauty Retail, Lifestyle Retail, eCommerce

Meet with GPShopper at Magento's Imagine Conference

Posted by Elizabeth Hoffman on Apr 4, 2018 10:07:00 AM

GPShopper will make it's Imagine debut with Magento this year at the Wynn in Las Vegas, April 23 -25. Each year, Imagine connects Magento's Global Commerce Ecosystem of merchants,  partners, developers and ecommerce leaders to share key insights and forge new business partnerships. This year, GPShopper is excited to show how Magento clients can extend the benefits of their ecommerce site to reach mobile consumers using apps and drive them in-store.

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Topics: Mobile Apps, eCommerce, Magento

Shoptalk 2018 Recap: Key Takeaways and Retailer Case Studies

Posted by Jocelyn Schoolsky on Mar 28, 2018 4:53:10 PM

I’ve been to my fair share of conferences and Shoptalk has easily become my favorite. This was my third year attending and I’m even more impressed than ever before. 

Here are the highlights from this year’s sessions and show floor: 

Mobile Experiences in the Customer Journey 

Key takeaway: Apps and digital channels should be at the forefront of retailers’ business plans.

Panera Bread: Everyone claims to have a mobile strategy but few have actually perfected it. Mark Berinato, VP, Digital Experience spoke to the evolution of Panera’s core customer. He explained that its loyal consumers want to feel recognized and special. For that reason, Berinato implemented a ‘digital flywheel’ of connected touch points. Whether the customer dines in, takes out or orders delivery, Panera’s personalized end-to-end journey heavily relies on its point of sale, back of house, 1:1 marketing, customer data and big data to create a seamless experience – not an easy feat when the majority of its customers dine during three “core” mealtimes. And the company’s digital customer is much more valuable than its regular customer: The chain sees increased frequency and incremental transactions from digital diners, as well as an additional 1-2 visits per year. So just how powerful is Panera’s digital journey? In 2017, the company did $1.2 billion in digital sales (30% gross sales through digital). Additionally, Panera has a 5-star mobile app rating and 30 million MyPanera Members.

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Topics: Industry Events, Location-Based Marketing, Market Research, Omnichannel Retail, Best Practices, Apparel Retail, Beauty Retail, Lifestyle Retail