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Mobile technology is igniting a renaissance with brick-and-mortars.<\/p>\n
Brands are using mobile technology to engage customers in and outside the store as well as at multiple levels: national, regional, all the way down to the local level.<\/p>\n
Neighborhood managers, for example, can publish their own promotions and engage their customers with local themes.<\/p>\n
Mobile helps bridge the gap between incorporating what corporate wants, and allowing the retailer to put a spin or flair on it, which helps build the customer base.<\/p>\n
To compete with huge e-commerce players such as Amazon, retailers need to leverage their \u201cembeddedness\u201d in their communities.<\/p>\n
For example: when the local high school football team wins a game, the town’s store manager can publish a sales special to celebrate.<\/p>\n
Or, when a heat wave hits a region, the regional marketing director can promote a related product (air conditioners or slushies, anyone?)<\/p>\n
Store apps help national chains provide very local interactions to its customers.<\/p>\n
That also helps customers feel like they are part of a community within their own community.<\/p>\n
While people often think about couponing and discounts for promoting local engagement, much more than that is involved.<\/p>\n
Rather than simply sending a coupon, a retailer might invite app users for an event promoting a new collection, giving them a VIP experience when they get to see the new collection before the general public.<\/p>\n
While using coupons from a mailer might seem too old-school these days \u2014 and forget about clipping them from a newspaper \u2014 mobile coupons are perceived as \u201ccool.\u201d<\/p>\n
Shoppers who would never think of clipping and presenting paper coupons are happy to show a discount on their smartphone at check out. Segmentation and targeting are critical.<\/p>\n
The best retailers are providing an experience that makes their customers feel special and understood by the retailer.<\/p>\n
That can best happen when customers share relevant information with the merchant. The value exchange must be very clear.<\/p>\n
For example, before asking to enable location services, a best practice is to explain to the customer what’s in it for them: By using their location, the retailer will provide them a better service, reward them for their loyalty, etc.<\/p>\n
Customers need to be satisfied with the perceived value of the relationship.<\/p>\n
Once the value exchange is explained and understood, there is often very little pushback.<\/p>\n","protected":false},"excerpt":{"rendered":"
Mobile technology is igniting a renaissance with brick-and-mortars. Brands are using mobile technology to engage customers in and outside the store as well as at multiple levels: national, regional, all the way down to the local level. Neighborhood … Continue reading