MODULE THREE
Multichannel instore
Learn
Aim of Purpose
This module is designed to develop your understanding of the impact of multichannel on the shopping experience and how it influences decisions made about shopper engagement and P-O-P activations.
MODULE 3 | Introduc6on
READ MORE
More information can be found in the
POPAI Textbook See Chapter 3, page 63.
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Learn
Module Introduction
The focus of this unit is on emerging shopper technology and its influence on point of purchase decision making. We will look at the expanding and multi-faceted channels to better understand the growing impact of multichannel on shopper behaviour and how its potential can best be harnessed to engage shoppers in more targeted, effective ways. This module will cover the following topic areas: Rise of Multichannel Bricks versus Clicks Showrooming Linking Technology to Strategy Unlocking the Benefits Delivering Value to the Shopper Technology Touchpoints
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Learn
Learning Outcomes
After completing this module, you will be able to: 1. Understand digital’s growing influence on purchasing behaviour 2. Demonstrate awareness of challenges that digital strategies present 3. Appreciate the relationship between traditional and digital P-O-P 4. Understand basic principles to link technology to strategy 5. Recognise key touchpoints of multichannel approaches 6. Explain how and when technology can add value in-store
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Part 1 Rise of Multichannel
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Insight
The end of physical stores?
Retail is evolving, with many traditional retail business models failing.
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Insight
The end of physical stores?
Over the past couple of years, the growing influence of shopper technology on the retail environment has been well documented. Traditional retail business models are failing. Whether the Internet is perceived as a threat or a positive catalyst for change, many retailers and brands in sectors such as travel, homewares and clothing are now diving headlong into technology innovations as a result, in order to ensure their retail experience remains relevant.
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Insight
The end of physical stores? But when we say the ‘future’ in-store, we don’t mean 4 years away. We mean the next 12-18 months.
1 in 5 shops shut by 2018 62,000 UK shops in 5yrs
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Insight
The evolution of shopping
Today, retail is very different from just a few years ago, with shoppers no longer using a single Review channel when shopping. Shoppers no longer see or shop the channel. Instead they shop the brand. They are now using the Internet, mobile devices, in-store touchscreens and digital networks.
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Insight
The end of physical stores?
4 out of 5 film and music purchases are now made online.
Technology is not just changing where we shop but how we shop.
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Insight
The evolution of shopping
The right solution is not one channel or a single type of technology.
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Insight
Beyond a Store’s Four Walls
Review
Influencing the point of purchase now extends far beyond a store’s four walls. Mobile phone use now far exceeds traditional home phone usage, with laptops also close to overtaking it.
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Insight
Age of Augmented Humanity
Review It’s not digital marketing. It’s marketing in a digital world. It is no longer relevant for marketers to talk about digital marketing as a separate activity from other marketing disciplines. Today we live in a 24/7 digital world – it is no longer a ‘choice’ but instead an integral part of all our lives and we cannot live without it.
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Insight
Empowered Shoppers
Marketers must embrace technology and make it part of the shopper journey.
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Insight
Connected Shoppers
Following on from our look at preresearch by shoppers in-store during Module 2, this pie chart shows how shoppers are now using mobile devices during the shopping mission.
Review
49% of shoppers access a competitors’ website while in-store It is becoming habitual behaviour for shoppers around the world.
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Insight
Connected Shoppers It is also interesting to note how male shoppers are currently more likely to use mobile devices while shopping – a total of 65% There are differences too between how both genders use their devices.
Review
Females tend to use their mobile to access location-based offers more than men. Men are more likely to use Twitter while women will use Facebook, and men will typically own a tablet as well as a mobile, with females preferring to own a laptop as a secondary device.
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Insight
Mobile-assisted Shoppers
When you look at the different types of mobile-assisted shoppers, however, it becomes even more interesting. Research suggests that the majority of mobile users value the best experience, not just price – 31.7%, with a further 30.2% of shoppers still preferring the in-store shopping experience. As discussed in module 1, depending on the shopping mission and product, shoppers are likely to move between shopper types.
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Insight
Shopper Technology
44% of shoppers say they are more likely to shop with a retailer that embraces technology. Clearly then, technology is not to be ignored and should be considered as an integral part of a retail brand’s in-store marketing planning.
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Part 2 Bricks versus Clicks
Insight
The evolution of shopping
Despite the growth in online retailing in recent years, the physical store is still hugely important to both brands and shoppers. The advent of the Internet and smartphones has made it a complex world though. First, there were e-retailers. The boom in the late 1990s and early 2000s or Internet start-ups that promised to revolutionise the way we buy. Now, there is a blurring of the lines with some online and offline retailers moving seamlessly between both worlds.
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Insight
Bricks & Clicks
On the windows of deserted shops in crowded Belgium shopping streets, eBay placed stickers suggesting that the content of the store had moved to eBay. This was back in 2005.
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Insight
Bricks & Clicks
Then, last year, eBay opened a pop-up store in New York with a giant touchscreen that would allow passers-by to shop day and night. The virtual, had become physical. The online retailer also opened other stores in Berlin and London. This photograph shows eBay’s pop-up store containers in London’s Covent Garden.
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Insight
Bricks & Clicks Moo.com, an online print business that offers an easy interface for customising identity products like business cards, has opened a physical store at London’s pop-up mall, Boxpark. The brand wanted to create a space where customers could interact with products and be able to touch and feel what they see online. As well as customising products and comparing materials, customers can scan QR codes next to the options and ideas they like to access product pages on moo.com. They can also buy vouchers and accessories in-store. The store design replicates the website layout through interactive installations. One wall references drop-down menus on the home page, for instance. And in contrast to the brand’s digital interface, the store has an analogue tape recorder playing testimonies from businesses that use Moo. MODULE 3 | Bricks versus Clicks
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Insight
Bricks & Clicks
To familiarise customers with its newly editorialised website, Danish homeware and lifestyle retailer Normann Copenhagen set up a physical interpretation of the online experience in its flagship store in Copenhagen. One wall of the retail space replicated the website’s Galleria section, where customers can go for design inspiration, while another introduced the designers whose products are sold in-store. At the end, visitors were encouraged to sign up to Normann Copenhagen’s newsletter.
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Insight
Bricks & Clicks The number of traditional retailers now embracing the 24/7 always open shopping experience in the physical environment is steadily increasing. In Germany, adidas-owned store NEO, transformed window shopping with its new interactive digital windows in Nuremberg. Through the new Adidas Neo virtual stores, shoppers can select life-size merchandise on a touch screen that displays an actual store layout and even an associate to help with the purchase. Shoppers transfer items from the Adidas Neo online store to their smartphone or email address with an URL. From there they can choose to buy their items or save them on a wish list of future purchases.
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Part 3 Showrooming
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Insight
Showrooming
Gadget stores, bookshops and the cosmetics industry are all losing sales to showroomers. Shoppers will go in to store and sometimes spend hundreds of pounds in a single shopping trip, but never actually make it to the checkout, instead going back home and buying online the same product for less. An Australian speciality food shop recently raised eyebrows when it charged $5 just for browsing. And some shoe and clothes stores in America and Australia have also tried a "fitting fee". In all instances the fee is taken off the bill when someone buys something.
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Insight
Browse in-store, buy online?
Growing trend for shoppers to browse and compare in-store before buying online cheaper.
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Insight
Functional Shopping
In reality, online shopping remains a fast, efficient, regimented and functional experience – finding a product in a certain colour or for the right price. But it does have its limitations.
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Insight
Beyond functional
If you take a specialist running chain like Run and Become or Runner's Need you can see this process in action. Staff analyse a customer's running gait, often on a treadmill and "diagnose" a pair of shoes that will avoid injury. Those £100 shoes might be markedly cheaper online, but the would-be showroomer has to have a very high price sensitivity threshold to walk away from that level of brand engagement instore.
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Insight
New reasons to go in-store
Knowledge.
Support.
Retailers are beginning to understand that, in order to engage shoppers, they must rethink the role of the store and give shoppers new reasons to visit. Grocery retailer US-based Whole Foods Market, for example, offer cookery classes in its stores, whilst electrical retailers are now offering additional support services to ensure you’re product is ready to use the moment you get it home – something that online can often not offer.
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Insight
Emotional Shopping
Whilst finding a bargain online may be rewarding from time to time, or being able to Click and Collect or arrange for delivery of that out of stock in-store item may be equally convenient, as shoppers we thrive on and demand experiences that appeal to our senses. For now, that is where online has its limitations.
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Insight
The power of the store
Far from being consigned to the history books, retail still has many advantages over pure-play online retailers, if the brand and shopping experience is managed in the right way. Physical stores give shoppers reasons to leave the home – to experience new things first-hand – to touch, to hear, taste and smell. We are social creatures that crave experiences that are personal and engaging to us. In fact, digital could, in many ways, save the high street, freeing instore displays to be more entertaining and experiential.
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Insight
Any time, any place, any where
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Insight
Any time, any place, any where
Brands are finding ways to sell direct to shoppers out of store with more controlled brand experiences than are possible in traditional supermarket environments, such as this example in the US by Procter & Gamble during the Olympic Games in 2012.
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Insight
Any time, any place, any where When Scottish Whisky brand William Grant & Sons embarked on a refurbishment project at its duty free store in Boston Airport, it decided to turn a challenge into an opportunity to experiment with new point of purchase technology. Faced with a four-month period, from January to April this year, when it would be unable to sell its products to passing travellers because of building work, the brand secured the store hoarding for marketing and advertising purposes. This provided a wall 50 feet long by 10 feet high in the main terminal, in a high footfall location.
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Part 4 Technology & Strategy
Insight
Technology & Strategy
Having clear reasons for implementing shopper technology, as part of the retail marketing mix, is vital. There are several objectives which technology may help fulfill, which include: Information can be personalised Displays can be brought to life Sales can be aided Greater flexibility for changes to product, price and time of day Dynamic and responsive spaces
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Insight
New Shopper Technology
Investing in a technology-connected retail experience can make navigating product ranges more intuitive, whilst also providing a new level of interactivity and interest to bring the brand to life, such as the Virgin Our House store, here in the Westfield Stratford Shopping Centre.
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Insight
New Shopper Technology
It can also help create flagship ‘best of the best’ centrepieces for brand experiences that provide a halo effect for the brand’s products and other satellite stores, such as the high profile and technologically advanced Burberry store on London’s Regent Street.
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Insight
New Shopper Technology Shopper technology is also increasingly being deployed within the HORECA markets to deliver more immersive brand experiences that engage and delight, such as these multi-touch display installations in Tokyo’s Graffiti bar where visitors cannot only order and communicate with their waiters, but they can also play games and create amazing visuals and virtual graffiti on the interactive screens. Or Hong Kong’s Amo Eno bar, which features interactive touch screen tables intended to easily allow visitors to tweet and share their wine discoveries, while the high-tech wine dispensers provide simple selections and pours.
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Insight
A more efficient path to purchase
To be truly successful, marketers must think not just about the complexity of the purchase. For example, buying a TV or choosing a new colour scheme for the home, but also about the triggers before the purchase. In the case of purchasing a TV, which typically will only be replaced every few years, the path to purchase could be made shorter by understanding triggers around a major sporting event, such as this year’s World Cup, that the consumer will want to enjoy at home and share with friends. Alternatively, triggers related to redecorating a room could be around choosing the right colour, seeing how new furniture will look in the room before buying (furniture retailer IKEA has recently launched an App to enable shoppers to do just that), or providing reassurance about reserving your chosen product, or having bulk items delivered to your home. MODULE 3 | Unlocking the Benefits
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Insight
A more efficient path to purchase
Insight-led marketing enabled by technology. Who, what, why and importantly, ‘what motivates’ and ‘where now’?
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Insight
5 Common Issues
As long-‐established organisa6onal structures and ways of working begin slowly to be adapted to accommodate the impact of emerging technologies there will s6ll be key issues that affect effective shopper technology adoption by brands and retailers.
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Insight
#01 – Silos Well-established marketing departments are not well suited to needs of the new multichannel world. Inter-department and inter-divisional working is, at best, complicated with cross-function working having many inherent challenges. Advertising and promotion, in-store and digital teams can no longer work in isolation if campaigns are to be truly integrated.
Inter-department and inter-division Challenging to work cross-function
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Insight
#02 – Working Hours With the pressures of modern retail promotional cycles, there is often limited time available to try something new. The constant churn within retail teams also poses problems as ideas and people rarely have sufficient time to deliver meaningful change.
Limited time to try something new Replacement/new headcount
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Insight
#03 – Not Invented Here Perhaps one of the biggest challenges is being able to overcome the internal sceptics when it comes to investment in new technology related projects. Supplying data or best in class examples to support decisions is not always easy, as case examples and information on ROI are often limited.
Overcoming internal sceptics. Supplying data or best in class examples to support decisions.
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Insight
#04 – Marketers’ Understanding It is becoming increasingly difficult for marketers to stay ahead of the curve when it comes to advances in technology. Often, they are reliant on the suppliers to inform them of what they should be doing and to provide the expertise and knowledge to push through a major program. Fully understanding the technology behind the project can be often difficult, especially as many marketers are from a generation before the advent of smartphones.
Finding partners with the skills and experience to push through a major program.
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Insight
#05 – Better Mouse Trap Syndrome There is a temptation to make stores or brands more relevant by adding new gadgets into the mix. Often, we hear examples of ‘I read about [x] and we really need to add that to [y].’ But the more important question should always be: will it be useful to convert sales or is it just another thing for shoppers to overcome?
Is it useful for converting sales, or another barrier for shoppers to overcome?
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Part 5 Unlocking the Benefits
Insight
Seamless Brand Delivery
There are several ways in which technology can enhance the shopping experience. These include: It can allow marketers to deliver consistent and coordinated thinking through a variety of channels, creating a more 360 degree brand experience Importantly, it can enable marketers to continue conversations out of the store and preframe conversations before shoppers visit the store Developing deeper shopper relationships and brand loyalty as a result MODULE 3 | Unlocking the Benefits
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Case Examples Applied
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TUI…Omnichannel Campaign
It has led to the adoption of the term Omnichannel – campaigns that are less focused on delivering messages across different channels, and instead on simultaneously using channels to create more experiential retail brand delivery. A good example of this is the 2012/13 Omnichannel campaign run by travel retail brand TUI.
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TUI‌Omnichannel Campaign
+4.8%
footfall
28,978
likes
5,000
uploads
It helped to make P-O-P activity more inclusive by giving shoppers greater ownership and a sense of personalisation. The result was shoppers who were more engaged with the campaign.
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Heinz…Omnichannel Campaign Another example is the “Get well soup’ campaign launched with Heinz as part of its Winter Warmerz campaign. Its soups are strongly associated with cold winter months and also as a key comfort food when you are ill. The advent of cold and flu season, the “Get Well” Soup campaign offered Heinz Soup’s Facebook fans the opportunity to buy a personalised can of Heinz Soup to cheer up a friend who was feeling under the weather. The Facebook app allowed fans to choose their soup variety, input a friend’s name and pay to have the personalised can delivered to their friend within days. The campaign was fully supported by above-the-line and in-store activity and generated mentions and conversations on both Facebook and Twitter.
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McDonalds…Monopoly Campaign
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McDonalds…Monopoly Campaign This recent POPAI Award winning campaign for McDonald’s Triple Play Monopoly promotion is another example of the commercial results that a truly omnichannel campaign can deliver. The campaign included in-store display to tray liners, on-pack, mobile marketing and outdoor. In fact, the McDonald’s shopper could participate in the Monopoly Triple Play campaign via a total of 8 different routes, accessing it through over 40 touchpoints. Beyond in-store and traditional media, a Facebook app was also created enabling customers to enter their postcode to find out what prizes had been won in their area. There were opportunities to Like and Share the promotion, and online prizes won via both Facebook and Twitter. In addition, online advertising was used to communicate 'real time data' in localised areas to show actual numbers of prizes won – broken down by 14 key cities. As well as in-store engagement, the campaign generated 16 million entries via the online entry mechanic in six weeks, with 1.9 million unique visits to the website. Sales uplift of 6%, 8 million food and non-food prize redemptions and 18,214 online cash prizes won
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Insight
Consistent Thinking
Where the McDonald’s campaign also succeeded was that it clearly had a consistent look and feel across every channel. As demonstrated by beer brand Deserados and spirit brand, Amsterdam Gin, the important thing for a campaign to be truly consistent is for it to have the same feel, even though executions may look different in different media.
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Insight
Consistent Thinking
Simply repurposing one set of advertising creative is not always appropriate or effective.
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Insight
Integrated Brand Experiences
The London based oriental fusion restaurant and bar, Inamo, is a great example of how technology can be used to serve up a rich experience that brings the brand to life. With projectors overhead each table, customers can order from the menu while also setting the mood for their table or exploring the surrounding SoHo area, as this short video shows.as this short video shows.
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Part 6 Adding value to shoppers
MODULE 3 |
Insight
Staying in step
There is huge pressure on retail brands to keep up with competitors.
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Insight
Staying in step
There is incredible pressure to incorporate the ‘cool’ technology within retail marketing activity and to work with the latest gadgets, particularly from marketers’ own senior management. There’s an overriding tendency to want to stay in step with your competitors, but thought must be given to how shoppers interact with proposed in-store technology.
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Insight
New delivery methods
New technology simply changes the options open to marketers in how they carry their message to shoppers.
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Insight
Endless Opportunities
Today, you can scan, tweet, poke and like while you’re shopping. Immerse yourself in-store with QR, AR and Apps. However, the most important question is often not asked – why?
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Insight
Thinking like a shopper
Nothing is more likely to fail than technology for technology’s sake.
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Insight
Look beyond technology
Retail marketers must avoid starting with the technology and then fitting it into a solution to a business need. MODULE 3 | Adding Value to Shoppers
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Insight
Mobile Technologies
When you focus too heavily on the mechanic, rather than the objective, that things start to go wrong. You have to have a reason to do it and not use technology just because it’s there. Gender profiling is a good example of how technology can be used to help marketers deliver much more emotive content.
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Insight
Applying Innovation You don’t always need to do the latest thing. Instead, often success is about doing something in a way that demonstrates an understanding of the shopper, your brand and the environment. POPAI research for the Irish Lottery, for example, highlighted the importance of communicating with the “Me Next” shopper through digital screen displays. In other words, rather than focusing communication on the shopper already at the till point who was already engaged in the retail transaction, the attention turned instead to the person behind them, who was experiencing ‘dwell’ (or waiting time) while the person in front of them was being served and so was much more receptive to marketing messages played on the screens, which could also then aim to inform their decision making at the point of purchase when they are eventually served.
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Insight
Coverage critical Network coverage and Wifi in-store is the massive elephant in the room. None of us – retailers, brands or suppliers - can make the shift we want to achieve without it. Initially, retailers were fearful of ‘enabling’ shoppers in-store by allowing them to connect to Wifi through concern that they would directly compare with online retailers and competitors whilst in-store.
WiFi and connectivity is crucial.
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Insight
Monitor and Influence
Perhaps a more serious long-term concern is that traditional insight-driven decisions are being neglected. Looking at the path to purchase and understanding the barriers to shopper engagement are just as crucial to achieving standout through shopper technology as they are for traditional P-O-P or above-the-line activity. Rather than simply being seen as a threat, emerging technology can, in fact, help marketers to make in-store activity even more effective by tracking shopper actions within their retail space and directing both brand and promotional messages to them in a more target way, or use it to further support and direct the actions of retail teams.
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Insight
Monitor and Influence
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Insight
Relevant and appropriate Understand the shopper. On frantic grocery shopping missions who really has time to interact in this way with products?
But above all, technology’s use must always be appropriate and relevant. The use of QR codes, for example, which we will look at in more detail later, is a good case in point. The reality within supermarket shopping is often a frantic mission with the kids in tow. Who has time to interact in this way? Whilst the intent to make the experience more engaging is good, digital can easily fall wide of the mark without the right thought process.
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ary g rs
al ns
ry e
Insight
Appropriateness affects uplift Measured Medium studies arestudies used to determine uplift Measured Medium are used to determi Secondary Siting Chillers
Sound
+26% +26% +24% +24% +10%+ Fixture
Digital Screens
(conv) +8% to+8% +44% (Convenience/c-‐store) (conv) to +44% +50% +1% to+1% +3% (mults) to(Mul3ple/grocery) +3% (mults)
C
Research has shown that the same digital solution can have a very different impact on sales performance, depending on the store environment.
Category Signage
+5% to+5% +13% to +13%
Deployed digital screens within convenience can have between an 8% and 44% impact on sales uplift. Whilst within multiples, the figure is much lower, between just 1% and 3%.
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Insight
Relevant and appropriate
It is important to remember where the human being in all this.
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Insight
Relevant and appropriate As a brand, Apple places its focus on what it calls the human interface not than user interface. There’s a shopper interface that you’re selling in to with shopper technology solutions. Contactless cards for convenience at lunchtime are a fantastic example of the practical use and value that technology can bring to the in-store experience.
The human interface is often overlooked in terms of clearly understanding what value a shopper technology solution will bring to the shopper.
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Part 7 Technology Touchpoints
MODULE 3 | Technology Touchpoints
Insight
Technology Touchpoints
We have already seen some examples of emerging shopper technologies in action. To finish the module, we will now take a more detailed look at the key technology touchpoints being used within retail environments around the world. Much of retailer’s attention is now turning to digital devices that shoppers have with them wherever they go – smartphones, tablets and potentially soon wearable technology such as smart watches and Google Glass. This enables marketers to communicate with shoppers in and out of the store. There are a number of options now available to marketers for doing this
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Insight
Mobile Technologies
Shoppers now have their own personal and ‘mobile’ digital devices wherever they go.
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Insight
Mobile Technologies Push notifications of sales and events
Discount vouchers Redeemable at till
Location targeting to drive footfall
Push notifications, which alert shoppers to sales and events taking place. They can also use mobile devices to send shoppers discount vouchers which can be redeemed at the till, in a similar way to traditional paper and on-pack coupons. It is also now possible to target and drive footfall into store using location based targeting. MODULE 3 | Technology Touchpoints
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Insight
Location-based Success
One example where this has successfully been used in Krispy Kreme’s mobile campaign Delivering a mobile specific coupon tailored to each tube station to mobile users phones when they entered the station concourse. Coupons could be redeemed at the closest concession. This not only encouraged response, but it ensured that each sale was measured.
MODULE 3 | Technology Touchpoints
33,000 coupons delivered. Sales +15.5% year on year
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Insight
Integrated Brand Experiences
Another example is the campaign rolled out by spirit brand owner Barcadi BrownForman and pub chain Weatherspoon in the UK, designed to grow engagement with students using the latest in shopper technology
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Insight
Near Field Communication
One of the latest technologies being predicted to be a game-changer in shopper communication is Near Field Communication This technology will greatly improve accessibility to mobile based interactivity thanks to its simple tap and go, pay, play or share technology without the need to download Apps or visit web pages. Retailers in several countries including the UK and France have already conducted trials of the technology out of store and in-store, including using NFC tags in electronic shelf labels The NFC tags in shelf labels enable shoppers to tap their NFC phones to view product information, such as allergens and nutritional facts, along with information on the product’s origins and manufacturing chain. There are already 285 million NFC enables phones in the marketplace MODULE 3 | Technology Touchpoints
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Best Practice
Augmented Reality Another technology innovation generating growing interest is Augmented Reality or AR AR combines visual, three-dimensional environments with virtual information creating a hybrid view of the real world. There are already several examples of AR being used by retailers and brands including Lego, with its interactive terminals that it has coined Lego Digital Box that allows shoppers to hold up any AR-enabled Lego box to the PO-P unit in-store so that they can see a rotating animated 3-D model of the product from all angles, revealing what the box’s contents will look like when assembled. A great way to bring the magic of building Lego pieces to life
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Review
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Best Practice
Augmented Reality
Another example is Starbucks augmented reality campaign to bring its brand to life through interactive packaging regardless of whether its customers are in-store, in one of its hotel or airport concessions, or on the move.
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Review
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Insight
Augmented Reality
According to research, the use of AR is likely to grow significantly during 2014, up from 3.6% in 2013 to around 18.5% by the end of 2014, generating an estimated £344.9m in sales.
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Review
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Insight
QR Codes
QR codes are something that you will no doubt all have seen by now. These two-dimensional codes are targeted to smartphone users and allow shoppers to scan codes on P-O-P displays, products or even virtual shopping walls to view information about a particular product, access online discount vouchers and order goods.
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Review
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Insight
Evolution of Shopping
There are now several examples of virtual shopping ‘malls’ that have been created using QR code technology to enable shoppers to buy products while they are out and have them delivered to their home ready for when they return This example is from the Czech Republic and shows Mall.cz located in the city’s underground train network.
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Insight
Tesco…Virtual Shopping Walls
Perhaps the most high profile example was this by Homeplus when it launched in South Korea. With a limited number of stores compared to the market leader, its mission was to become Number 1 without increasing the number of stores. The idea for the Virtual Subway Store was to create virtual stores that would blend in to people’s everyday lives. Applied to the walls in a similar way to outdoor posters, they were exact graphic replicas of actual stores, from the display to the merchandising, enabling people to easily shop and scan. Products automatically landed in shoppers’ online carts before being delivered to their homes at the end of the working day. 10,287 shoppers visited the ‘store’ and sales increased 130% during the first 18months of operation MODULE 3 | Technology Touchpoints
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Insight
Touch and Interactive Finally, we turn to touch and interactive shopper technology. Perhaps one of the most engaging forms of shopper technology that turns products interactive is the playtable seen opposite in the US store of Kiehl Since 1851. Designed to provide a fun, memorable in-store customer experience for the launch of the brand’s Aromatic Blends fragrances. Each fragrance is associated with an exotic travel destination, and entices customers to pick up the bottles to reveal more information about the origins and ingredients of each scent.
Review
Other examples have featured projected light and motion sensors to enhance products positioned on tabletop counters. It can sense when and where a product — or the area around a product — is touched, and when it is picked up. It also records shopper interactions with the display and submits it to the retailer, which the retailer could use to improve its system.
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Insight
Interactive Tables Lonely Planet’s aim for its next store was to inspire and inform shoppers, and provide insights into how the products on sale could help them plan their journey. This immersive, interactive media solution helped to bring the brand to life while educating shopper about products and promotions. Importantly, the concept like the two before it enabled multiple shoppers to engage with the display at once – delivering a truly social shopping experience as shoppers could compare what others destinations were interested in and share stories of previous travels while they were browsing in-store. We will look more at the use of senses within P-O-P during Module 4 on P-O-P Best Practice.
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Insight
Interactive suggestive selling Aimed at convenience channel, the LiftRetail station connects to the till and targets every shopper with a simple three step process: Scan, Suggest, Sell As the cashier scans products at the checkout counter, the internal ‘search engine’ analyses live transaction data to find the optimal organic “basket-based” shopper offer using multiple variables. The system then displays the optimal shopper offer using shopper-facing digital touchscreen displays. The technology tells retail teams exactly what to say using transaction-specific selling scripts displayed on a cashier-facing, touch-computer. The displays “touch-to-scan” feature allows store teams to complete the sale using the cashier-facing touchscreen display. The station ensures speed of service by allowing shoppers to pay, then pick-up their add-on item.
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Insight
Shopper Technology A number of technology specialists have recently begun launching their versions of transparent LED refrigerators. A transparent refrigerator concept within GS25 Convenience Stores in Korea showcases an innovative way to make use of in-store fixtures through shopper technology to create and effective interactive new advertising platform. This technology has also been used within a number of retail environments, within HORECA.
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Summary
MODULE 3 |
Learn
Learning Outcomes Congratulations. Now you have completed this module, you will be able to: • Understand digital’s growing influence on purchasing behaviour • Demonstrate awareness of challenges that digital strategies present • Appreciate the relationship between traditional and digital P-O-P • Understand basic principles to link technology to strategy • Recognise key touchpoints of multichannel approaches • Explain how and when technology can add value in-store
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Key Learnings
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Key Learnings 1. 2. 3. 4. 5. 6. 7. 8.
Technology is empowering the shopper Digital is driving evolution of traditional retail formats The growing e-cigarette market will increase relevance Multichannel can build more engaging brand experiences Focus on communicating with “Me Next” shopper Always start with the business need, not technology Technology must always be relevant and appropriate How can JTI employees be advisors/experts to support retailer accounts…
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