Snapchat’s rapid growth and sizable market evaluation is proving one thing: the next era of digital marketing will be won or lost on the 4-inch screen in a consumer’s palm. In four years, Snapchat has grown to over 150 million users; quickly capturing the attention of digital marketers. Snapchat recently announced a plan to expand […]
Archives for: Category: Mobile
Retailers have been trying to leverage digital media to boost foot traffic for years. They’ve had some success with social media and the like, but Pokémon Go just made their dreams come true. Augmented reality games like Pokémon Go will allow businesses to purchase space and Pokémon-like objects in augmented realities that will attract users […]
Mobile technology has had profound impacts on life and business that were unimaginable a decade ago. I first realized the potential of mobile devices when, in 2008, I moved across the country to Seattle, having never set foot there before. Had I made the move just two years earlier I would have been utterly lost […]
We continue to hear about improvements and expansions that Starbucks is making within their already best-in-class loyalty program, My Starbucks Rewards. Just in the past few months they have announced partnerships with Spotify, Lyft and, most recently, The New York Times, all in an attempt to broaden their customer base while providing added value to […]
A Customer Experience Series on Mobile Integration in Retail Today, the customer path to purchase is a complex web of interactions and experiences across digital and physical channels. Mobile is the indispensable common denominator that is guiding, informing and influencing the customer through their journey. For those retail brands that can successfully and seamlessly […]
Do you know where your smartphone is right now? Chances are yes. In fact, you probably just quickly checked your pocket. Remember the time when you raced out the door, late for work, only to get halfway to the office when you realized your phone was sitting on the kitchen counter? Remember that moment when […]
Get it right when engaging with the born-digital. Millennials, born between the early 1980s and early 2000s, are coming of age and will have an ever-growing impact on the workforce over the next several years. According to NYTimes.com, it is estimated that there are 75 million millennials in the U.S. alone, making it even […]
While perusing Twitter during the Seattle Interactive Conference, I stumbled upon the hash tag #bricksandclicks. What an appropriate hashtag to use during the panel moderated by Lenati Partner Martin Mehalchin on the blurring lines of the physical and digital in retail. We also heard from panelists Andy Chu from Sears Holdings, Susan Livingston from Whole Foods, Neil Crist from Venuelabs and Todd Sherman from Point Inside regarding the changing environment in retail, specifically customer expectations, data collection and emerging omnichannel technologies. Below are three key themes that emerged from their conversations:
Elevate It with a Multi-Device Strategy
How many connected devices do you own? A smartphone? A tablet? Google Glass perhaps? And, how often do you find yourself researching a product on your smartphone only to find yourself continue the same search later on your PC and eventually purchase the item on your tablet?
Certainly, you can identify with the questions above, as can your customers. In fact, recent research by Google shows that 90% of participants use multiple screens, moving from one device to another, to complete an online task . 67% of participants used multiple devices when shopping online. For you as a retailer, this means that your customers will most likely engage with you across multiple devices before reaching a purchase decision. You, in turn, must have a multi-device strategy to fully take advantage of this customer behavior and to provide reinforcing experiences along the way.
However, before you can unlock the benefits of your multi-device strategy, you as a retailer must first look inward and ensure that you have the right data strategy to serve as the foundation. This blog, Part 1 of a series, aims to help you build that foundation.
IF YOU MISSED THIS OUTSTANDING SESSION, HERE'S ANOTHER CHANCE…
Digital marketing experts including Lenati's Martin Mehalchin and a special guest from Staples join our BrainTrust panelists for an engaging session.
Omnichannel retailers have learned invaluable lessons from the e-commerce revolution, such as using web activity and transaction data to intelligently improve customer relationships. And, within this new discipline, they're seeing how mobile apps and email messaging can serve as data collectors and triggers to stimulate purchases online and in-store.