Retail Environments - September 2013

Nordstrom recently tested in-store displays of top items that customers “pinned” on Pinterest.

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
“free” technology.

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— their phones.

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 transparent.”

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.