Pixelsutra insight_Retail Marketing

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WHAT’S IN STORE FOR RETAIL MARKETING?

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INTRODUCTION Marketing for Retail is tricky. You have to

books, fashion, furniture, decor, footwear, etc.

come up with fresh initiatives and novel ways

Plus, there are different types of outlets, like

every now and then. Your ultimate goal is to

Boutiques, Concept stores,Departmental

pull your prospects to the stores so that they

stores, Mom-and-Pop stores, Malls,

make purchases…….and do that again and

Supermarkets etc

again. There is no standard marketing formula for a retail company because the industry has a variety of segments like grocery, beauty,

What’s in store for Retail Marketing?

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PLAY SMART WITH ADVANCED TECHNOLOGIES Deloitte highlighted the importance of technology in retail by mentioning that “Retail innovators know technology is no longer supplemental to the shopping experience, it is fundamental.” Recently, Carrefour launched a robot named “Pepper”. The robot can help the customers by providing them information about discounts, promotions etc. It can also entertain children through games, dances, selfies and short conversations.

Recently, there was a news that Walmart

lets the customers try on the jewellery

would be soon using drones to enhance the

virtually, click pictures and share them on

shopping experience for the shoppers. Intel

social media. If they decide to purchase a

had also shared a video of Chow Sang Sang (a

piece, the staff can quickly assist them by

major jewellery retailer from Hong Kong)

locating it. This campaign attracted a lot of

utilising Intel® RealSense™ technology

youngsters and there was a 100% increase in

through Mirum’s Magic Mirror 2.0. A

the sales!

wonderful mirror like interactive screen that

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BE DISRUPTIVE WITH AR & VR North-Star introduced this Virtual Reality (VR)

towards Virtual and Augmented Reality(AR).

experience for its customers. The transition from

These technologies can improve customer

virtual sledging to real sledging was mind-

experience by manifolds and can also

blowing and fun! You need to use technology in

differentiate your brand.

such creative ways to attract your customers and make their experience memorable. An article in HBR, suggests that retailers should take a lead

IIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIII IIIIII Tesco created a virtual store and introduced its

runway show, after which they could shop.

customers to a new world of shopping. A

Similarly, Westfield considered the inclination

couple of years back, Tommy Hilfiger had

of its customers towards technology and

introduced a virtual reality shopping experience

treated them with an interactive virtual reality

to attract customers. The audience got a front

tour of the fashion world.

row view of the Fall 2015 ‘Hilfiger Collection’

What’s in store for Retail Marketing?

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Have you heard about Holoroom? It lets the

they can actually feel being there, in that

customers customize a space and then takes

customized setting. Watch this video for more

them on a virtual tour of around the place! So,

details:

IIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIII IIIIII Augmented reality can surely empower your

view an interactive, 3D model of the products.

customers. It can be used to overlay information

One can also change the colors or turn the

on products, supermarket aisles etc. This

product for a complete view.

technology can be used to scan a print ad and How about asking your customers to capture

IKEA lets its customers try out a variety of

their faces on a camera and trying out

pieces of furniture before deciding which one

different kinds of makeup in AR. Yes, without

should they buy. IKEA used this fun video to

even applying anything on the face! Isn’t it an

excite the customers about their AR app.

extremely hassle free experience for selecting shades of eye-shadow, lipstick, blush etc.?

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IIIIIIIIIIIIIIII IIIIIIIIIIIIIIII IIIIIIII Your customers can scan a product at the

product! You may like to have a look at the AR

store and instantly view its specifications,

Retail Campaign from Lacoste and a

reviews, colors available on their mobile.

demonstration on AR in retail by MIT

Moreover, they can even watch a video of the

Technology Review.

What’s in store for Retail Marketing?

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COMPELLING AS ALWAYS You just saw some cool applications of

your message to your audience. If you still

technology in retail. Did you notice that the

don’t believe us, see how a video can hook the

videos in this blog made it easier for you to

viewers and compel them to hang on until it

visualize and understand things? Well, videos

inspires them to eat healthy:

are immensely powerful in communicating

IIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIII IIIIII CONTEXTUAL SOCIAL CAMPAIGNS Any kind of marketing effort, social media

can brainstorm some ideas to create

communication, campaigns, innovative uses of

campaigns and steer your customers in the

technologies are incomplete until a video

desired direction ( towards you, of course!).

drives down the point to the viewers. Let’s talk about campaigns now. Once you have a fixed goal in your mind, you and your team/agency

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Let’s discuss some more about eatables. How

Will you preach them? No way! How about

would you convince people to reduce fruits &

creating characters out of fruits and

vegetable wastage? Will you write a lonnnng

vegetables?

document talking about the damages caused?

IIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIII IIIIII Isn’t it a great way to teach people to look

awareness about food wastage. Did you notice

beyond physical imperfections? This campaign

how the success of the campaign was measured

was brilliant and impactful. It increased the

in terms of conversation on social networks?

What’s in store for Retail Marketing?

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BE EYE-GRABBING Social media has become the central

drugstore chains in the U.S, makes optimal

platform for communication with the

use of its social media channels. The company

prospects and defining your brand image.

knows that when an occasion like Christmas is

Youtube is the biggest platform for sharing

near, most of the people are confused about

and watching videos. You can upload

what gifts to buy and from where? So, they

explainer videos, trailers, testimonials, how to

shared this video to inform the audience that

videos, corporate videos etc. depending upon

there is a solution to their problem:

your needs. Walgreens, one of the largest

IIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIII IIIIII Such videos can easily direct the customers to

this will build a relation where your customers

your store. Nobody knows your products as

will turn to you for advice. Such informational

good as you do. You can offer advice related

videos don’t have to be boring or pushy, they

to your field of expertise and indirectly

can be fun!

promote your products too! Most importantly,

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IIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIII IIIIII The above video has upbeat music, stop-

based on their needs, preferences and usage.

motion and it just took 15 sec.! Your aim

They know that when the customers get the

should be to generate a need and remove any

right product, they are happy and come back

hindrances in the path to purchase, like lack of

again. Another video, DIY Raised Garden Bed –

knowledge, information overload or confusion.

Small Garden Ideas is also quite good at

The Home Depot, the world’s largest home

generating need and also offers an easy

improvement speciality retailer, does this really

explanation. The description says, “Shop our

well. For instance, they posted a video titled,

assortment of raised garden bed kits to make

Types of Grills: Choosing What’s Best for You,

your own: http://thd.co/2kLCdU2”. A great call

which tells the viewers how to select a grill

to action indeed!

What’s in store for Retail Marketing?

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