In addition to massive ecommerce sales, 2013 was a record-breaking year for email marketing in the retail industry. Compared to last year, email volume increased almost 13 percent, an Experian report revealed. When inboxes are flooded with emails, they often lose their effectiveness, but the data indicated that 2013 also saw more transactions and revenue from email marketing.

According to Custora, an analytics company, email conversions have quadrupled over the last four years. Part of the reason retail marketing seems to have found a new stride in email campaigns is the strategic use of retail customer intelligence and analytics. Retailers can present consumers with personalized ads and options based on their previous purchase history, search habits and other information. These ads are more useful to customers, and more likely to catch their eye as they skim through their inbox.

Twitter recently introduced options for advertisers to use email information for target audiences. Marketing Magazine reported that Twitter now allows retailers to target users with promoted tweets based on data derived from the customers' email accounts. Companies can create lists for Twitter campaigns by securely uploading their email lists, the source said. However, part of the reason email yields more results than social media is that customers voluntarily sign up, according to Forbes, so unsolicited Twitter contact might not be as well-received.

This entry was posted by Retail Pro on Friday, January 17th, 2014 at 5:13 am .

Retail technology is continuously advancing, offering more opportunities for businesses and more convenience for customers. But some consumers are wary about adopting the latest trends and they could be alienated if companies change their systems too abruptly or aggressively. To capitalize on the benefits of retail technology, such as POS software or mobile payment systems, businesses should take a lesson from Starbucks: Introducing small, unthreatening options is the best way to get consumers on board.

How Starbucks became a leader in mobile payments
Even by 2011, Starbucks hit the 26 million transaction mark for mobile payments, Computer World reported. The coffee giant currently offers two apps: One that allows customers to pay with their Starbucks Card by tapping their phone, and another that pays through credit or debit accounts. This strategy for fueling customer adoption could help expand what USA Today noted is now a relatively small pool of tech-savvy mobile payers.

CIO magazine explained that Starbucks catalyzed its retail technology venture by starting with something simple and comfortable for customers: Good, old-fashioned Starbucks gift cards. The cards were an easy transition for customers used to paying by plastic, the source said, and Starbucks focused its holiday retail marketing on selling gift cards. Then, with millions of cards in the hands of coffee drinkers, Starbucks launched a campaign to promote its Starbucks Card app, encouraging consumers to put their gift card dollars into app accounts. After years of using a special Starbucks card to pay at the shop, CIO magazine suggested, customers were more comfortable using a special app to pay instead.

Slow and gentle is good general advice for retail technology
Starbucks' insight that easing people slowly into the sometimes intimidating frontier of technology is wise advice for the retail industry. No one likes to feel pressured to change to a new system, and an inviting approach gives customers the space to see how a new option is advantageous and convenient, without the negative experience of being forced to adapt.

To this end, retailers can incorporate some forms of technology while maintaining traditional options, at least at first. For example, a store switching to mobile point of sale might find customers more satisfied if they still have the choice to go to a traditional check out line. Over time, as customers become more comfortable with the new system, the store could switch over completely. 

This entry was posted by Retail Pro on Friday, January 17th, 2014 at 4:38 am .

Information is power – and in the retail world, this means profits. As businesses adopt new retail technology to improve the customer experience and their retail marketing efforts, they can capitalize on the wealth of data collected by integrated systems. Retail business intelligence turns numbers into trends and actionable insights for merchants.

Companies that want to reduce waste and streamline processes can "go lean," Ian Newcombe suggested in Business2Community. By applying factory thinking to multi-channel store operations, he said, retailers can optimize their resources. For example, if a business identifies that employees often have to walk to opposite ends of the warehouse for the most frequently required items, it can rearrange the stock organization to increase efficiency. Improvements can also be aimed at consumer satisfaction, such as reducing clicks for online purchases or identifying customer trends.

But how can retailers identify these inefficiencies? That's where business intelligence comes in. With retail management software, companies can run reports on their operations. Resources like Retail Pro Business Intelligence can send custom notifications to decision makers in the company. Wildlife Trading Company, which implemented the technology to manage a multi-store operation, uses the interactive reports and trend notifications to make more profitable decisions.

This entry was posted by Retail Pro on Friday, January 17th, 2014 at 4:38 am .

Omnichannel businesses are becoming the norm, and the most successful ones develop a consistent brand across all channels. Several retail industry studies indicated that brand consistency (like pricing) influences consumer decisions, with customers spending more at companies that are more consistent.

When channels are integrated, shoppers can start browsing on one channel and make a purchase on another, while having a seamless shopping experience. Differences between the floor and the website, such as how products are categorized, are inconveniences that could push shoppers to look somewhere else.

"Retailers are seeing themselves as one brand instead of a collection of [shopping] channels," Keith Mercier, an associate partner at IBM's Retail Center of Competence, told The Wall Street Journal Market Watch. 

With this perspective, companies seek to integrate their online and in-store retail inventory management systems and POS software, which can help businesses make better stock and sales decisions and improve the customer experience. According to The Guardian, customers expect reliability and consistency, but a survey found half of consumers dissatisfied with how brands presented themselves across channels. 

Integrated ecommerce software and retail management software can help build a comprehensive omnichannel system. The key for retailers is to take advantage of technology and retail customer intelligence to craft a reliable brand that addresses customers' priorities.

This entry was posted by Retail Pro on Friday, January 17th, 2014 at 3:27 am .

Retail industry leaders know that finding diverse and lucrative markets for their goods is key to their success. To encourage more U.S. businesses to take advantage of fertile ground in Central and South America, the U.S. Department of Commerce announced its new "Look South" initiative.

According to the Department, 58 percent of U.S. companies export to a single market, relying heavily on Canada and Mexico, despite evidence that diversifying markets improves profits. In fact, Secretary of Commerce Penny Pritzker noted that exporting to two-to-four markets can triple the sales of exporting to only one.

In her speech at the World Affairs council in Los Angeles, where she unveiled the initiative, Pritzker tied the push for exports to Latin America to President Obama's larger National Export Initiative. While U.S. exports have increased, the LA Times reported that only one percent of U.S. companies sell to foreign markets. Pritzker said that many new export opportunities were within industries in which U.S. small and medium businesses excel.

The Commerce Department identified 11 Latin American countries with low tariffs, growing economies and good trade practices: Chile, Colombia, Costa Rica, Dominican Republic, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama and Peru. Companies can use ecommerce software and retail business intelligence to strategically tap into these markets.

Business leaders can find more information about the initiative and actions the U.S. government is taking at www.export.gov/looksouth.

This entry was posted by Retail Pro on Thursday, January 16th, 2014 at 11:21 am .

Retail customer trends indicate the advantages offered by new retail technology, both on the Web and in stores. At the National Retail Federation (NRF) Convention, which took place Jan. 12-15 in New York City, industry leaders gathered to preview innovative retail solutions and discuss ways to optimize their business strategies. According to 1to1 Media, one of the emerging trends is how retailers can use new technology to empower employees.

Even as ecommerce becomes more popular, consumers view brick-and-mortar locations as valuable shopping centers. Personal relationships are a key component of successful retail marketing, and interactive experiences draw in customers who want to try before they buy. Retail technology, such as integrated retail management software, can help stores capitalize on the benefits of their physical presence. 

With the help of retail customer intelligence, store clerks can offer personalized advice or assistance to customers, 1to1 Media explained. Streamlined point of sale processes also help employees focus on personal connections with shoppers, instead of staying behind the counter or keeping their eyes on complicated check-out systems. For example, Retail Pro Prism, which was featured at the conference, provides store clerks with information and mobility. As reported in the Convention newsletter, retail experts agreed that customer engagement, including relationships with employees, is key to business success.

This entry was posted by Retail Pro on Thursday, January 16th, 2014 at 7:33 am .

Retail marketing isn't just about making the sale – it's about winning loyal customers and establishing a brand. At the 2014 National Retail Federation Convention, held January 12-15 at Javits Convention Center in New York, industry experts gathered to discuss retail customer trends and loyalty programs.

Customer loyalty strategies
On January 12, Emmanuel Déchelette, general manager of dunnhumby France, and Stéphane Maquaire, CEO of Monoprix, described strategies for using big data in order to retain customers, the Convention newsletter reported. They used retail reports and surveys to assess the state of Monoprix's relationship with its customers. According to the source, their research demonstrated that a single loyal customer was worth five short-term (or "opportunity") customers. Therefore, it is well worth investing time and money in improving loyalty through branding, engagement, and assessing shoppers' priorities (such as free delivery) through big data analytics. 

At a separate panel, representatives from Sears, Century 21 and Sephora discussed the importance of mobile in loyalty programs. According to the newsletter, the experts described their efforts to revitalize their loyalty programs by launching new apps. For example, Century 21 plans to offer an app in which customers can spin a prize wheel for discounts, the source said, and Sephora reaches out to customers in stores by prompting them to look up reviews and comparisons on mobile devices.

According to 1to1 Media, Convention exhibitors have showcased a number of innovative loyalty ideas, especially for mobile devices. The overall trend is to offer customers personalized options in convenient, easily accessed platforms. For example, the source reported that Punchcard is teaming with Digby to add location-based marketing to its personalized rewards system.

Relationships are always key in retail marketing
However, loyalty programs and retail technology cannot replace the personal element. Déchelette and Maquaire framed their analysis in terms of a "customer health check," an assessment of the company's relationship with its consumers. The panelists from Sears, Century 21 and Sephora emphasized the employee-customer dynamic. In addition to being friendly and helpful, store associates need to be able to help shoppers use the company's engagement tools, like apps. 

"You can't just drop technology in your stores and make it work," explained Johnna Marcus, director of mobile and digital store marketing of Sephora, adding that employees sometimes detract from the success of technology if they give opposing advice or complain about it, according to the newsletter.

Instead, employees should be well-trained in the store's mobile initiatives and act as partners in engaging customers through these new options. When pleasant staff assist customers with tools like apps or encourage them to connect on social networks, it adds a personal element to the retail technology, helping to forge those important relationships.

This entry was posted by Retail Pro on Thursday, January 16th, 2014 at 5:41 am .

Global businesses had a successful 2012 fiscal year (June 2012 through June 2013), according to retail reports. The Deloitte report found that the top 250 retailers earned increased revenues totaling $4.3 trillion, despite difficult market conditions. Increased consumer spending, opportunities in developing economies and ecommerce were the major factors that contributed to success for the global retail industry.

"This has served to provide a much needed boost to global revenues with nearly 80 percent of the top 250 (199 companies) retailers posting an increase in retail revenue," said Dr. Ira Kalish, Deloitte's Chief Global Economist. "[S]ome of the top retailers undertook a series of sell-offs in order to remain profitable and ride out the tough trading period."

Emerging markets were a stronghold for businesses based in those economies and for European companies. According to the report, retailers in developing markets comprised over half of the 50 fastest-growing retailers, including Russian, African, Middle Eastern and Latin American companies. Europe's market is still struggling – four European countries were added to the International Monetary Fund's financial risk list, and Germany's economy is growing slowly. Consequently, Deloitte indicated, foreign markets have become increasingly important for European companies.

Ecommerce accounted for about one-third of sales for the top 50 etrade companies, the report found. The majority of these companies used a multichannel retail marketing strategy, demonstrating the efficacy of combining traditional store operations with online marketing efforts.

This entry was posted by Retail Pro on Wednesday, January 15th, 2014 at 12:03 pm .

At the National Retail Federation's (NRF) Annual Convention and EXPO, nicknamed "Retail's BIG Show," Retail Pro is showing off the most comprehensive mobile point of sale system in the industry – Retail Pro Prism. Unlike other mobile POS software, Retail Pro Prism offers full POS functionality across all devices, including both mobile and desktop machines. For the first time, businesses don't have to sacrifice features for mobility.

Multifunctional and flexible POS retail management systems
With all the capabilities of a desktop system, full-featured mobile POS systems enable clerks to be away from the sales counter without leaving behind any tools. That frees them to complete other tasks, like arranging displays and assisting shoppers, while still being fully available for all patrons. One of the key drivers of mobile POS systems is the increasing need to interact with people in the aisle for the purpose of better customer service and to be more competitive for sales, concluded Joe Skorupa for RIS News.

As the leading POS software, Retail Pro Prism gives businesses the greatest flexibility to tailor a system perfectly to their needs and business model. Retail Pro Prism can be deployed across iOS, Windows, Android and even mini devices, which means that companies can select hardware based on their image and needs, and they can implement Retail Pro Prism without needing to train employees to use new platforms. 

Retail Pro Prism fulfills retail industry needs
According to the 2014 IHL/RIS Store Systems Study, 30 percent of retailers plan to adopt tablets or non-rugged handheld devices for POS in the next 12 months, and one of their main priorities is a unified transaction engine. In other words, it's essential for retailers to have a POS system that provides an integrated record of all purchases, including ecommerce and mobile POS commerce. The expansion of omnichannel retail marketing has caused unified POS systems to be a necessity.

Mobile POS systems are redefining customer engagement in stores, according to a separate RIS study. The study found that retailers expect measurable benefits in terms of saving sales, improving customer convenience, reducing long lines, and increasing customer engagement. The biggest areas of need include connectivity, device forms, security, and easy adoption, according to the source – and these are just the problem areas that Retail Pro Prism mitigates.

The NRF Convention takes place in New York City from January 12-15 and the EXPO is held January 13-14.

This entry was posted by Retail Pro on Wednesday, January 15th, 2014 at 12:02 pm .

In the retail industry, customer service goes beyond friendliness and efficiency at the check out. Many companies use social media as part of retail marketing, but few are making use of the technology as a customer service tool. And they're missing out.

At a recent discussion held by the Wharton School of the University of Pennsylvania, panelists argued that communication with customers via social networks will soon be essential, including rapid responses to customer complaints and questions. For example, a British Airways flier spent money on Twitter to send his complaint about lost luggage to thousands of people, Smarter Travel reported. The airline was slow to respond, and received a dose of bad publicity as a result. Conversely, USA Today announced that many weather-grounded fliers who were unable to connect with customer service on busy phone lines received a rapid response online. 

And that's what customers really want – responsiveness. According to a Maritz Research report, 83 percent of customers appreciate follow up from companies on Twitter, even if they don't specifically ask the company for help. Social media can be tricky, but a few tips can help: businesses should avoid canned responses, keep a light tone, and monitor closely for rapid responses, the UPenn panel advised.

This entry was posted by Retail Pro on Friday, January 10th, 2014 at 10:45 am .