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Shopper Tech Update July 25, 2013 - Volume 4, Issue 11 |
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STI Social Media Groups | |
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Digital Solutions | |
 Five Keys to Securing The Future of
Digital Coupons
While the majority of the spend on coupons is still for paper-based media, digital forms are rapidly gaining traction and marketers are closely monitoring progress in mobile technologies.
When the point-of-sale infrastructure at retail is sufficiently built up, there will be an aggressive transition to mobile. But that may take as long as five years. Accepting mobile coupons at the retail point-of-sale remains cumbersome, if not impossible, without a sizable investment of dollars in hardware and software. However, growth in other digital coupon forms will continue.
Because print-at-home coupons must be rendered on paper before they can be used for a discount, many don't regard them as digital. Instead they will call them "Internet coupons." However, since their distribution is digital, and they are the biggest component of electronic discounts today, they should be considered as digital.
Then there are the load-to-card discounts, which are now seeing rapid growth. But this requires some infrastructure investment for retailers, and makes the consumer do some preparation, such as inputting their loyalty card number, before using them.
Meanwhile, the wait goes on for the widespread adoption of mobile coupons...
read entire story |
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Loyalty Marketing | |
ShopperTech Blog
When Loyalty Programs Become the Opposite of Loyalty
During a speaking engagement at the AFS 2012 Industry Conference in Arizona, Supermarket Guru Phil Lempert posed a really interesting, rhetorical question: Why do grocery retailers "reward" consumers buying 12 items or less with a special checkout lane? Shouldn't they offer the special privilege of a speedy check-out to the shopper with an overflowing cart?
This got our wheels turning about the many loyalty programs bombarding the marketplace. The average consumer now possesses at least 12 branded plastic tags tucked into a wallet or dangling from a keychain. Loyalty programs are not limited to the Food & Beverage space either; almost every type of business offers perks, points or discounts for filling up the gas tank, booking a hotel stay or dropping off dry cleaning.
But are these programs, which are designed to reward the most loyal consumers, truly effective?
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Expert Analysis | |
Do Shoppers Want More Mobile Services?
Shoppers are eager for mobile interactions as part of their overall grocery shopping experience, says a new survey from Symphony EYC, provider of retailing software and services. The study said shoppers want to be recognized when they walk into a store, receive individualized offers and manage retail loyalty programs via their mobiles. Also, the majority of shoppers want to use their mobiles to compare prices in-store, locate products and provide feedback.
KEY QUESTIONS:
Do you agree with the findings of the study? How long will it take for mobile services in grocery stores to reach critical mass? What is the risk of not providing these services?
AND THE EXPERTS SAY...
read entire story
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SURVEY | |
Share Your Thoughts on Loyalty Marketing
The Shopper Technology Institute, Partners in Loyalty Marketing, and CPGmatters are joining together to survey CPG manufacturers about loyalty marketing practices and attitudes. Your opinions and insights are extremely important to us, and the survey should only take 5-10 minutes to complete.
Results will be published in CPGmatters.com and in the ShopperTech Update newsletter, and will be distributed to national trade media. Additionally, the survey results will form the basis for a chapter in the book, New Directions in Shopper Technology, which is scheduled for publication in the fourth quarter of this year.
Thanks in advance for your participation. We look forward to learning from your insights....
Take the survey now.
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RECENTLY PUBLISHED | |
Shopper Technology Institute Publishes Its First Book,
The Essentials of Shopper Technology
Shopper Technology consists of tactics and applications that engage and motivate shoppers, analyze their behavior, and enable trading partners to improve their operations. Retailers and consumer packaged goods (CPG) manufacturers are embracing these new solutions as technology becomes a true agent of change. The providers of these solutions have invested mightily in the future of this industry. Their sophisticated offerings are built on a foundation of thought leadership.
This book is all about sharing that information and insight. There are chapters that outline challenges facing merchants and marketers. Some chapters present the essentials of Shopper Technology, while others offer a deeper dive into these solutions and their implications. Because of Big Data, digital innovations, and an evolving path to purchase, the job of merchants and marketers often seems daunting. So consider this book as a way to cut through the clutter as technology roars on, competition heats up, and shoppers become more demanding. Coming to grips with technological change may be challenging, but it is the key to success.
Click here to read sample chapters and reviews, and view ordering information for the hardcover, paperback, and Kindle editions.
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