So what have we currently been buzzing about? For this week’s installment, our roundup includes why “clicks to bricks” is a staple for the best retailers, where targeting and personalization can fall short, and why your messaging matters:
“The Best Retailers Combine Clicks to Bricks” by David S. Evans and Richard Schmalensee via Harvard Business Review Tell us something we don’t know. With the retail industry looking for ways to save their physical store locations from shuttering, it’s not as simple as “reinventing” the way that people shop, but instead, it’s more about adapting to the way people are using technology to “search, shop, and buy.” Brick-and-mortar is still a crucial component to people’s shopping process, and Evans and Schmalensee offer insight into the way the industry must change in order to survive.
“Chasing the wrong dream – why targeting and personalisation can never replace serendipity” by Dan Plant via The Drum We’ve advocated for this time and time again – personalization and targeting are crucial to engaging with your consumer. However, Plant brings up the paradox of how consumers say that they both want and don’t want tailored, relevant ads. Confusing, right? That’s where serendipity comes into play. Says Plant, there’s a fine line for consumers between feeling as though they found or were delivered something spontaneously and fortuitously versus being the target of a relevant and personalized ad. Being able to do the latter while making it seem serendipitous is the sweet spot marketers should try to achieve.
“Geo-Conquesting: It’s Not Just ‘Who, Where & How Often,’ but ‘What to Say’” by Megan Krueger via Gravy This one’s from one of our partners – Gravy – and Krueger brings up a good point: messaging can be ineffective if not utilizing and understanding context. Now that technology has advanced to understand consumers better, retailers should be taking it a step further by applying their knowledge of what Krueger dubs “Location-based Lifestyle Context”, or, in other words, the things that make people people – their interests, the activities they attend, etc. – and the things that will ultimately make people more receptive to your message.
Last week, we hosted a webinar on how ShopAdvisor’s acquisition of Retailigence changes the game in proximity marketing. For those of you who were unable to attend, we’ve highlighted a few key points from the presentation:
For this week’s series of the Aggregate, we’ve got beacons on the brain along with publishers’ confessions of their biggest challenges, and a few surprises regarding retail stats and millennial shoppers.
“5 Surprising Stats around Retail and Big Data” by Lisa Cramer via InReality You might think you know all there is to know about retail and big data — until you read these statistics. Cramer pinpoints five surprising stats discussing the future of retail and big data, and how data is more of must-have than ever for retailers.
Also – if you’re looking for some bedtime reading on everyone’s favorite topic, proximity marketing, we recommend checking out The Proxbook Report: “Proximity Marketing in Retail: The State of the Proximity Industry.” It’s a great resource for anyone looking to explore proximity marketing more in-depth, and it also features a closer look at our success with the ShopNow! with ELLE campaign.
ShopAdvisor has some big news to announce: We have acquired Retailigence, a provider of in-store product data and location services for facilitating a shopper’s path-to-purchase in brick-and-mortar stores. Our CEO, Jeff Papows, shares his excitement in the video above, discussing how the acquisition uniquely positions ShopAdvisor and the opportunities ahead not only for the company, but for consumers and our media, retail, and brand partners.
To learn more about this announcement, you can read the full press release here.
We’re talking blending content and commerce, how far data goes in understanding fashion consumers, and “location, location, location” for this week’s installment of the Aggregate:
“How Harper’s Bazaar gets its readers to shop” by Hilary Milnes via Digiday Publishers are increasingly looking for ways to drive more commerce, shopping, and maybe most importantly, additional revenue through their editorial content. Harper’s Bazaar is one such publisher, taking the plunge with its online store, ShopBazaar.com, which launched in 2012 and has since expanded thanks to more resources and shoppable content. Milnes talks about how Bazaar and others in the industry are attempting to blend content with commerce, and drive digital growth.
“Data Alone Can’t Decode the Fashion Consumer” by Tracy Sun via Business of Fashion The fashion shopper is a powerful one – but is data alone enough to understand and decipher consumers’ buying behavior? Sun (co-founder of Poshmark) poses this very question and argues that while data and algorithms have offered increased consumer insight and personalization capabilities, those things alone cannot define nor capture the “style” aspect of fashion. There’s hope though – Sun says leveraging both data and people is key to ushering in a better experience for consumers.
“Location, Location, Location (Part 1)” by Tod Szewczyk via Leo Burnett Szewczyk reminds us that location is more important than ever – not just with phones, but with wearables communicating our location to the apps and technologies they’re connected to. In part one of a two-part series, Szewczyk shares examples of how location is being used in out-of-home settings, and chats about the value for both marketers and consumers, if executed successfully.
As many members of the tech community were this week, we followed along as Apple unveiled its new products. Every time Apple introduces new product developments and features, it’s an opportunity for developers and marketers to figure out how they can best take advantage of them for their own products and services.
Naturally, we thought about the implications of these announcements and what it could mean for marketers and their efforts.
This week for the Aggregate: Series 2, we’ve been reading and chatting about location-based technology and media trends:
“GeoMarketing 101: What Is Geofencing?” by Lauryn Chamberlain via GeoMarketing If you’ve been following the rise of location-based technologies, then you’ve probably heard the term “geofencing” before. Chamberlain gives a great quick overview that also includes practical application for integrating geofencing into marketing strategies, and a ShopAdvisor shout-out.
“Beacons vs. Geofencing, Which Way to Go?” by Oleg Morajko via Proxbook So now that you’re more familiar with the technologies, which one do you choose? Morajko outlines the differences between beacons and geofencing by defining the two, discussing their features, and then, most helpfully, sharing use cases. These examples and recommended solutions provide a greater depth to the “beacons vs. geofences” question.
“State of the Media 2016 Report” via Cision That mobile compatibility is one of the most important trends is no surprise – but what we found interesting is that though 92% of media organizations have adopted or are in the process of adopting a mobile-compatible design, the experience still leaves something to be desired. We also found the dissonance between the media’s attitudes toward and actual usage of native advertising to be intriguing – especially considering how paid coverage was reported as a struggle for many communication professionals.
Mobile messaging, especially tied to proximity, has become a very popular and effective means of engaging with consumers. The proliferation of smartphones and how users are embracing mobile commerce (see recent studies that support this) has created the perfect storm for marketers. You can now message your customers through various strategies, but given the ephemeral nature of push notifications, your customers could easily miss important messages. Strategies that employ more persistent messaging such as email and SMS have shown varying degrees of success, but those utilizing “message centers” have been the most effective by far. In this post, we’ll discuss the effectiveness of using in-app message centers and how ShopAdvisor has utilized this strategy to double mobile messaging open rates.
At ShopAdvisor, we strive to keep our finger on the pulse of what’s happening in the industry. We chat with customers, monitor social media, follow breaking news and more to stay up-to-date on developments in the mobile proximity marketing world. So, we’ve decided to aggregate a selection of stories that we’ll share regularly on the blog, based on what people in our office are chatting about, sharing on Slack, and discussing over burritos. We’re interested to hear what you think. We also encourage you to point out articles that you think are worth sharing and discussing.
“Google Says Search Intent Matters More for Marketers Than Users’ Identity” by Marty Swant via AdWeek This story says you could be missing as much as 70% of potential mobile shoppers if you’re not looking at search intent. We couldn’t agree more, considering that looking at purchase intent (what users are liking, researching, and adding to their watchlists) can provide invaluable information for brands and retailers that could later prove useful in a push for drive-to-store campaigns.
“5 Common Misconceptions About Beacons and Proximity Marketing” by Romet Kallas via Unacast
Proximity marketing can often get a bad rap for things like privacy issues, obtrusiveness into everyday life, and lack of ease of integration with various platforms. Kallas addresses these most talked about misconceptions regarding beacons and proximity marketing.
The success of any mobile proximity campaign is highly dependent on user engagement. Messaging that doesn’t motivate a user to take action is a wasted impression and will effect your results negatively. ShopAdvisor has run several national proximity campaigns as well as many more smaller, regional ones. In this post, we will outline some messaging best practices and share some interesting metrics from ShopAdvisor client campaigns.