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Innovations in Retail

Innovations in Retail

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Published by bigmouthmedia
Bigmouthmedia's Innovations in Retail white paper designed for ecommerce and digital marketing managers.
Bigmouthmedia's Innovations in Retail white paper designed for ecommerce and digital marketing managers.

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categoriesTypes, Brochures
Published by: bigmouthmedia on Jun 20, 2011
Copyright:Attribution Non-commercial

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11/07/2012

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Innovations in Retail
May 2011
 
 
Page 2 of 30
 
Contents
Technology in retail 
Lorenzo Wood,Chief Technology Officer, LBi 
 
 
 The iPhone has been a catalyst for mobile devices, and the sector has seen a drastic change in theperceptions and expectations of all users, who have become more demanding.
 
In the coming months, innovations such as Google TV and the proliferation of tablets will provide anincreasingly seamless integration of television and interactive digital channels.
 
New technologies such as Amazon’s Kindle and Motorola Atrix will help to make continuity – asperceived by customers – much more feasible, supporting better narrative for brands.
 
P4
 
Mobile retailing: the next big thing? 
Michael Thompson,
 
Senior Services Development Manager, bigmouthmedia
 
 
 This is truly the year of mobile, and its importance for retailers cannot be underestimated, with moreconsumers browsing and buying through their smartphones.
 
QR codes, Augmented Reality and NFC (Near Field Communications) are the technologies that offerthe most opportunities for the retail sector.
 
Retailers also need to prepare to face new challenges, such as “digital shoplifting” or the loss of turnover due to price comparison through mobile devices.
P8
 
Integrated marketing: synchronising retail channels
 Andy Travers, Account Director, bigmouthmedia
 
 
 Talk about synergies is being replaced with talk about technology, with sound technical infrastructuresand product feeds being the basis for large-scale multichannel online activity.
 
 The recent extension of the ASA remit into digital is also a strong case to invest in technology capableto adapt to the changing demands of the online retail marketplace.
 
Measured automation is the next logical step in the social media space, driving efficiencies and freeingup business resources to add value to campaigns.
P9
 
New display technologies and their impact on retail 
 Adam Russell,Media Account Director, LBi 
 
 
High-tech display devices with rich, engaging and touchable formats that allow multiple actions willbecome an increasingly common fixture in the High Street.
 
Online display advertising will also continue to grow, with increased emphasis on one-to-onetargeting, behavioural targeting, re-targeting and usability.
 
 The tracking of display advertising will continue to grow in complexity, with the lack of a singlestandard for mobile display media tracking a considerable hindrance to the channel.
P12
 
 
 
Page 3 of 30
 
CRM and social customer service: “Services Sharing” 
Deborah Womack,CRM Practice Director, LBi 
 
 
 The core issue faced by retailers today is: What do I need to THINK, KNOW, and DO about socialchannels and customer service?
 
Retailers need to integrate social and traditional service channels with new ways to communicate tocustomers, such as social media, communities and direct communications.
 
By putting the customer at the heart of the business and adequately managing relevant onlineconversations, businesses can drive customer retention and brand loyalty.
 
CRM software can help brands add value in a cost-effective manner by leveraging mobile, location-based marketing, social media and existing customer service infrastructure.
P13
 
 Affiliate marketing in retail 
 Andrew Girdwood,Media Innovations Director, bigmouthmedia
 
 
Online affiliates are becoming more sophisticated and more active in social media, and are beingwatched by the ASA/CAP as part of their recent moves to regulate the digital space.
 
Debate continues around the different methodologies to track sales and the challenges they present,although the integration with CRM databases could work for some retailers.
 
 The value of long-tail affiliates as social media influencers, able to generate conversion that might nothave otherwise come and boosting social and search, is gaining recognition.
P20
 
Multi-channel/user experiences
Marcus Mustafa,Global Head of User Experience, LBi 
 
 
 The multiplicity of devices used by consumers presents new challenges to retailers, who need to beable to provide immersive, seamless experiences to their customers.
 
Outdoor advertising spaces, gauging external data, adapting to the consumers’ moods and providingan interactive brand experience will increase in popularity.
 
New payment methods likely to gain traction in the coming months are contactless payment, mobilecard readers, mobile money – even social payments will get attention.
 
P22
 
Creative social media: beyond physical retail spaces
Laura Jordan-Bambach,Executive Creative Director, LBi 
 
 
Social media needs to rise to the challenge of providing a layer of emotion to the online retailexperience whilst remaining playful and highlighting the benefits of online shopping.
 
 The idea of “loyalty” is moving away from store cards to indicate much deeper relationships with retailbrands, able to provide detailed customer data to inform business decisions.
 
 The customers’ perception of retail is also changing dramatically, with some smaller boutique storesalready stepping out of the physical space altogether.
P24
 
Contributors’ biographies P27  About bigmouthmedia and LBi P29

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