From ecommerce to beacons, retail marketers are faced with a myriad of channels following the collision of virtual and physical media. Here are The Drum’s five SXSW takeaways every retail marketer should be mindful of to ensure they differentiate around the customer and not the technology in the omnichannel fallout.
Retailers need to learn the art of the curator
More and more retailers are going to have to learn the art of the curator in order to liberate physical retail in response to fast-changing shopping habits. “Over the next 10 years there’s going to be more change in retail than in the last 50,” David Roth, chief executive of WPP’s shopper marketing arm The Store, told delegates at the “10 innovations that will revolutionise retail” SxSW panel.
Of the ten listed, on-demand merchandise and smart vending were the most pertinent to curating the in-store experience. The idea of local stores stocking items and services that cater to the needs of their best customers is pushing convenience retailer 7-11 to streamline its own in-store experience. Most 7-11 customers spend two and half minutes actually inside the store per visit, giving it a short window to boost loyalty around a typically low-interest activity. …
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THE DRUM 3/16/2015