Mobile Marketing for Convenience
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3. Mobile marketing for convenience
Delivering promotional offers when the shopper is most likely to be
interested in the product or service is the goal of most marketing
campaigns. The proliferation of mobile phones provides retailers with
an opportunity to extend an offer or other relevant communications at a
time and place when the consumer is more willing to respond. Technology
now exists for retailers to target a shopper approaching a store, for
instance, with an offer designed specifically for them based on their
previous shopping behavior and interests.
4. Sales analytics support highly effective customer engagement
Technology cannot supplant a salesperson, but it can help. By
providing retail staff with better tools to engage the customer, the
customer is more apt to buy as the retailer wants them to buy. Among
the tools being deployed are PDAs with access to customer history and
mobile POS systems that reach customers fast. The wild card factor in
this could be smart phones loaded with custom applications
that support store-level service.
5. Fresh take on space planning
Shelf space is prime real estate and needs to be treated that way.
New tools permit retailers to optimize category and section space on a
macro level, delivering greater return per foot while allowing for
store-level differences. Tighter item assortments may follow, where
they boost section productivity without disappointing target shoppers.
This is a great opportunity to improve "customer centricity" and tailor
store assortments at local level.
6. Pricing optimization analytics
Price management and optimization software helps retailers decide
what cost increases to pass along to shoppers and when. In some
instances, it may be less injurious to the retailer's bottom line to
hold a price or pass along only part of a cost increase on high-profile
items.
