Nordstrom recently tested in-store displays
of top items that customers “pinned” on
Live Twitter feeds are projected on the glass
end wall of Telus’ “generation 2” prototype
in Laval, Quebec, Canada, encouraging
customers to “talk” to the store.
6 Make good use of
Tie into social media and mobile technologies, even without investing in special equipment or developing proprietary programs.
Barteldt notes that third-party programs like
Groupon and Shopkick allow retailers to take
advantage of the advanced equipment that
shoppers bring into the stores themselves—
Bisi adds that capitalizing on social media
programs can also inject a note of spontaneity that many marketing efforts lack. “It
happens organically. It’s people taking
charge of what they like and spreading that
knowledge to other people,” she says.
Milne recommends implementing an analog counterpart to any tech-oriented communication. Such measures can ensure that
you’re reaching shoppers with dead cell
phone batteries and those who shop without
carrying a smart device.
At Sleep Number in Oakbrook, Ill., IndividualFit 3D
imaging measures 1,000 pressure points between
the customer and the surface of a bed. The resulting
graphic drives the product’s features home to the
shopper in a highly personal way.
9 Personalize content.
Customize dynamic content to the
shopper using data provided through
facial recognition technology or
social media check-ins tied to credit
card purchase history or customer
loyalty programs. When a shopper
enters the store, an alert could be
sent directly to his or her phone
about a frequently purchased item
that’s currently on sale, says Bisi.
Advertising at the shelf level could
even shift based on the demographics of shoppers in the store at any
given time, Barteldt suggests.
Brands may soon be able to personalize products as well, thanks to
3D printing. “They’re already bringing multiple-material 3D printers to
market in a reasonable price range.
When it gets down to $200 or $300,
it will change the way people source
products,” Barteldt predicts. “This
technology also opens the door for
retailers to customize products. It
allows for more interaction because
the manufacturing process that prohibits a lot of customization will be
For a multichannel experience, John Lewis in
Exeter, U.K., placed 30 digital sales terminals
at strategic locations throughout the store to
encourage customers to shop in different ways,
with or without the help of specialist staff.
7 Connect on- and off-line.
Make the brand experience cohesive through
various channels, with channels complementing each other to create a strong identity. Any one touchpoint—web, ad, mobile,
in-store—can trigger a branded signature
moment in another touchpoint.
8 Leverage social networking
to show what’s popular.
Many consumer decisions are increasingly
influenced by the opinions of others, including strangers. Appeal to these shoppers
with campaigns that show the most “liked”
or “pinned” products. Bisi points to Nordstrom’s recent display of items frequently
pinned on Pinterest.