In-Store Marketing Experts Demystify the Shift to Digital

in-store marketing banner

THE SHIFT TO DIGITAL over the past 12 months raises questions about the ongoing relevance of stores and in-store marketing. Not to worry – even as more shoppers buy more of their goods online, stores remain the primary selling channel – for most categories.

Retail has never evolved faster. The ripple effects will continue to impact this industry for many years, even after the chaos of the COVID-19 pandemic fade in memory.

For this expert roundup, our good friends at Tokinomo gathered some of the most influential voices in the industry to share what they expect is next for in-store marketing. I was privileged to participate and offer some detailed comments.

How will in-store marketers respond? My esteemed colleagues and I offer a range of observations and opinions, encompassing: “The Year Ahead”; “In-Store Promotions Tools”: “Hybrid Shopping”; “COVID-19 Impact” and more.

The discussion was a golden opportunity to share some of my best licks with some of the brightest minds in our industry. A few highlights to whet your appetites:

Read more

Why Voice Computing Standards are Needed Now: Interview With Jon Stine

THE RISE OF VOICE COMPUTING opens a range of innovations for consumer commerce. It not only impacts how consumers interact with digital retailers and services, but also how business decisions are made.

In this debut edition of HyTalk, we meet Jon Stine, founder of the Open Voice Network. OVN is spearheading the effort to define both technical standards and ethical use guidelines for voice assistance technologies.

Jon shares his fascinating outlook for the future impact of voice computing. We discuss its effect on every-day consumer experiences and AI-empowered commercial applications. He describes some fundamental principles and “blue sky” scenarios.

Voice Computing in the Enterprise

Most of us are growing more familiar using with smart voice devices like Alexa, Siri, and Hey Google for simple tasks. Interactions with voice assistants in the business environment are more novel, however.

Read more

Retail Tech Innovation or Consumer Change: Which Came First?

retail tech innovation or shopper behavior

THE EXPANSION of omnichannel retailing presents our industry with a chicken-and-egg problem: Does consumer behavior drive changes in retail tech innovation or does retail tech drive changes in consumer behavior?

This is much more than a philosophical musing. It’s a question that matters greatly to retailers. Retailing becomes more intricate over time at a pace that exceeds growth in consumption.

This means the next incremental dollar you add to your top line will be a little bit harder to obtain than the last one. Omnichannel requires retailers to maintain, optimize and adjust to keep pace with shopper expectations and behaviors. Those expectations change fast. They are elevated by shopper experiences and shaped by forces outside the retailer’s control.

I call this the Law of Equivalent Experience: The best service standard experienced anywhere is instantly expected everywhere.

Read more

The Five Yeses of Retail Tech Marketing

five yeses tensers tirades

IF YOU HAVE a great retail technology solution to offer, five yeses control your future.

You already know – more or less – who the decision-makers are at each target account: the CIO, the head of store operations, the head of merchandising, the CFO, and the CEO.

Each of these individuals has the power to say “no.” If your solution doesn’t seem to align with one of their objectives, the game may be over. You need all their heads nodding to close the sale. Is your story designed to be persuasive to all five yeses?

Read more