Merchants entice shoppers with displays, retail technology
The new era of retail marketing isn't about ecommerce eclipsing traditional stores - it's about merchants taking advantage of retail technology to engage consumers in new and exciting ways. Innovative resources allow retailers to be present to customers like never before, but they need to develop new marketing strategies to stay competitive.
According to the Orange County Register, shoppers aren't visiting malls any less frequently, but they have changed the way that they visit stores. Instead of browsing and buying on impulse, customers are more likely to research online before they leave for a shopping center. Therefore, businesses need different strategies to attract consumers to their stores. The source noted that many retailers are expanding their displays to create eye-catching visuals and using technology to foster an interactive, enticing experience for shoppers.
"Online is an incredible sales tool, but the store still holds a key part in the whole brand identity where customers can engage with the brand on a different level than they would with the website," R.J. Abbott, Oakley's director of global visual merchandising, told the newspaper.
As the 2014 National Retail Federation Convention, held January 12-15 in New York City, made clear, customers appreciate convenient services like mobile POS systems and tablets where they can look up more information on the spot.
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