Category: Retail location based service

7 For 17: Trends to Look Out for and Adapt in Your 2017 Marketing Strategies

1. Interactive & Multimedia Content
Because 2017 won’t be all about the impact of words; it will be about the experiences created for the consumer, and sometimes words are simply just not enough to educate, entertain and engage. We have all found ourselves skimming through text only to move to something new because we lose interest. For this reason, alone, all brands must try to engage their audiences through images, quizzes, clips, GIFs, videos, infographics – anything that will make your brand’s value jump off of the screen because words alone are like empty promises nowadays. Start experimenting and explore the endless possibilities on offer!

2. Live Streaming & Video Content
Ditch the script, improvise, and go live – simple as that! What better way to engage with your audience than giving them a real glimpse of what you’re doing and what your core values are. Live streaming and video content will continue to push the boundaries, allowing brands to drop the corporate veil, connect human-to-human, and allow users to participate in brand storytelling in ways that enrich the customer experience. So, start embracing the digital conversation by incorporating live content streaming, visuals, and videos!

3. Personalisation
Everyone’s special, or at least we all like to think we are. No matter what your stance is on this, you have to get personal with your target audience – for starters, your website, emails and social media should. Start segmenting your content to reach different types of audience members based on their preferences, habits, etc. – because let’s face it, if you keep treating them as one homogeneous group you are bound to lose out on the huge potential of your message. Start truly analyzing the data: location, age, needs, hobbies and so forth – the technology is available, so make the most of it and you won’t lose out.

4. Purpose Driven Marketing
Become a brand that gives and gets! In today’s world, we’re all looking to be part of something bigger, something meaningful that will make a difference. Everyone’s passionate about their causes and trust me, customers will love that you have one too. Partner with a non-profit or charity, or set up an internal program that “gives back” in some way – and you’re bound to win over the hearts of your customers as well as employees, helping them connect more fully with your brand as a whole.

5. Native Advertising
No one likes ads unless you manage to slip them into content contexts that your users are already part of and give value to. This is the core reason native advertising is taking the marketing world by storm: $36.3 billion will be spent on native ad spending by 2021. Good native advertising is not meant to be trickery; it’s merely allowing a storyteller to share publishing tools with the marketer, whilst at the same time maintain consumer trust by telling the truth, being transparent as to who’s telling it, and finally adding value to the conversation with an audience. If done properly, it can be a win-win situation.

6. Mobile
Mobile is not just first, it’s second, third – it’s everywhere and everything! Internet traffic is firmly derived more from mobile devices than desktops and if you’re not gearing your content, ads and online experience towards mobile users, you are definitely missing a huge opportunity. Remember not to stop at optimizing for mobile. Also, ensure that the specific content is integrated and respectful of the lifestyles of users-on-the-go!

7. Embrace the lOT
How awesome is it that your fridge can actually remind you that you’re running out of milk and gives you the option to place an order immediately! Everyday objects are beginning to connect to the internet, and this trend is going to open the doors for brands to play a more active part in the everyday lives of consumers. By 2020 there will be 75 billion connected devices – now that’s a boom! The implications are huge and far ranging as we will witness a transformation in the way we live our lives, and consequently the way we market our brands.

Article Source: http://EzineArticles.com/9630486

How Proximity Marketing is Transforming The Retail Customer Experience

The online obsessed, mobile- addicted millennials are slowly back to the retail in- store environments. In other words, physical stores which lost their charm in the convenience offered by e-commerce is regaining its lost strength and is back on track. The retail landscape is one of the most celebrated industry verticals which has witnessed a sea of changes during the last few years.  Stores are slowly getting transformed into customer experience centers rather than mere selling-buying points, thanks to the technology innovations, killer concepts, for luring the customers back to the shops. In the mobile led world, Proximity Marketing is one of the most heard buzz words recently.

Built upon wireless technologies and devices, consumer mobility, and real-time information processing,Proximity Marketing,marks the new trendin theretail business landscape.   The real- time interaction options with the potential customers which can act as a reliable channel to push relevant personalized ads, offers and messages make Proximity Marketing a much desirable option for the in- store retailers. Theunmatchable physical store shopping experience along with the additional capabilities which Proximity Marketing can bring in is poised to transform the in-store retail experience to a larger extent. It brings in the one step ahead facility of tracking the customers, collecting information from initial research to final purchasing decision of customers in a physical store. In short, in this age of Digital Transformation, Proximity Marketing holds the potential to fill the gap between the physical and the digital worlds, which inturn, prompts the customers back on shops. Proximity marketing techniques help in increasing ROI and nurture more loyalty among the customers along with improving the customer experience.

A wide range of technology options is available for proximity marketing. This includes Beacons: Sound Beacons, Blue Tooth Low Energy (BLE) Beacons, Light Beacons, Wi-Fi Beacons, RFID, Digital Signage, NFC etc.  Beacons act as dual transmitters which can receive data from smart phones or tablets via blue tooth or Wi-Fi and pass on the information to the retailer platform. Proximity marketing devices can easily locate the customers which are on the perimeter of a retail shop, provided the consumer has opted for a beacon signal receiving on his smart phone.After identifying a potential visitor in a store the beacon devices can send alerts to the retailer app and based on this the app can pop up some targeted personalized offers for luring the customer to the store. If the customer spends more than a certain time in front of a product, beacons can send an alert to the retailer’s platform.  Sensing the customer interest in the particular product, retailers can announce spot offers for the particular customer which can lead him to a purchasing decision.

Proximity Marketing Benefits

  • Hyper targeted and  contextual messaging
  • Customized and personalized shopping experience for the consumers
  • In store customer tracing
  • Increase in loyalty by relevant messaging and offers
  • Increase in sales by digital delivery of promotional coupons
  • Overall improvement in the brand-customer engagement

One more P the proximity is getting added to the marketing mix and this P, the ‘Proximity’ holds the power to reshape the future of the retail customer experience. Proximity Marketing, powered by a set of technologies and devices holds the power to redefine and rebuild the brand- consumer interactions.

Article source: http://www.happiestminds.com/blogs/how-proximity-marketing-is-transforming-the-retail-customer-experience/

Importance of Cloud Computing in IT Services

The word cloud computing has become very famous today and has been adopted by most of the IT infrastructure management firms. Cloud computing is actually an internet based computing technology where centralized remote servers and internet is required. This technology allows the businesses and users to share and save their files and applications without installing on their own computers and it can be done in many ways.

The process of storing your data with the help of external sources, website hosting with an internet service provider, processing of your data and disk storage can also be termed as cloud computing. Example of cloud computing is if you like to send email just open the website of the service provider like Rediff, yahoo etc. login and start sending mails, for this you should have an internet connection. Organizations must have a good knowledge of cloud infrastructure, security and threats like issues for running the business smoothly and for the reduction of costs.

If you are making a cloud infrastructure whether yours is an IT support company or any other firm you should know about the security issues because the data is going outside on a remote location. It is very important to insure about the devices connected are secured. There are many benefits to follow the cloud computing model as follows:

• Organizations can save their operational costs by cloud computing without investing on the hardwares.
• It helps very much in data center management and software development.
• It provides the feature of mobility like the user can work from anywhere in the world.
• More data can be stored than a personal computer
• More flexible with time saving.
• Organizations can share their resources remotely.

These are the some common benefits which companies get by following this concept. It is being growing and used by many private and government organizations. They are able to minimize the costs and increase productivity. The main reason for users to choose it is pricing because many times it is offered on a per user basis. It is updated by the services provider so there is no headache for the users to update. It is a very fast spreading concept across all the industries whether they are consultancy services, energy & power, communication, finance & banking or any other service provider. Cloud computing also integrates with recently used and latest software, social networking sites and web based services. In this way it connects the users and customers in a single location.

Proximity MX is the most advanced retail location based services technology that helps retailers with customer engagement and behavior insights

Article Source: http://EzineArticles.com/6044683

5 Retailers Nailing it with their Proximity Marketing Campaigns

Unacast’s latest Q4 Proxbook report confirms that beacon deployments are on track and the numbers align with ABI Research’s forecast of 400 million beacons to be deployed by 20201. Last year, we saw big brands undertaking large scale beacon deployments. And, this year started with Rite Aid’s announcement of initiating the largest beacon-deployment in a retail setting till date. Under the light of such developments, we bring you a comprehensive list of 25 retailers that are making a mark with their proximity marketing campaigns via beacons. Let’s get started:

1) Carrefour

Carrefour has extensive iBeacon networks in all 28 of its hypermarkets in Romania through which the retail chain offers its consumers a simple, intuitive, and fun app for orientation inside hypermarkets from area to area. The retailer’s beacon-enabled app automates the commercial content delivery and collects essential data about in-store consumer behavior. Its proximity marketing campaign keeps consumers informed about the products, services, and actual special offers from each of the store departments. With beacons, Carrefour has seen an astounding rise in its application’s engagement rate which went up by 400% and the number of app users which grew by 600 percent in seven months.

2) Eat

Eat-uses-beacons-for-marketing
Image source: bluewater.co.uk

Eat, the food-to-go chain, joined hands with Weve’s beacon-enabled consumer loyalty app, Pouch, designed to store a retailer’s loyalty cards and push out offers to customers. This partnership came in as an effort to overhaul the in-store and online experience. Eat touted this move as a “strategic pillar” in its communications because it allowed the company to access more information about customer behaviour and drive business intelligence to make precise decisions about how consumer behaviour can be influenced.

3) Meadowhall

Meadowhall Shopping Centre in Sheffield, UK, used iBeacon technology to gamify the Ladies’ Night event with brands providing offers, discounts, freebies, and prize giveaways. Many retailers such as Hotel Chocolat, Krispy Kreme, Cath Kidston, and House of Fraser, participated in the event. Customers had to download Meadowhall’s beacon-enabled app to receive a notification on their smartphone whenever they came into range of a beacon. The event was highly successful as it saw more than 500 app downloads within the first three hours, with over 500 offers redeemed. All 120 hotspot offers were redeemed within the first 52 minutes of the event. Meadowhall also won the Purple Apple Merit Award for strategic marketing for using ‘groundbreaking’ mobile phone beacons.

4) Hammerson

Hammerson rolled out beacons across their shopping centers to improve personalisation of consumers’ shopping experience. Their beacon-enabled Plus app was initially trialed at Les Terrasses du Port in Marseille and it ranked among the top 10 lifestyle apps in France. Presently, over 80,000 customers have downloaded the Plus app already and Hammerson has over 6,000 beacons situated throughout its shopping centres in the UK and France. The retail centre insists on using the technology to send personalised offers to customers in specific locations at the centre and also to understand how customers are moving around the centres.

5) Regent Street stores

World-famous brands such as Hamleys, Armani, Longchamp, and Hackett form the 80% of the retailers that have deployed beacons in their Regent Street stores with the aim of pushing exclusive and personalised marketing messages to customers via iBeacon technology. Shoppers receive alerts and tailored content about everything, from new in-store promotions to exclusive offers only available for visitors to Regent Street, as they pass. The app also allows shoppers to input their preferences whilst maintaining their anonymity. These brands can now build a detailed profile of the shoppers who redeem online special offers, respond to mobile advertising, and eventually enter the physical stores.

Proximity MX is the most advanced retail location based services technology that helps retailers with customer engagement and behavior insights

5 Ways Location-Based Services Are Transforming The Retail Industry

Not long ago, when we spoke of location-based services and retailers, it was with a note of caution. Getting a somewhat conservative industry to adopt new wireless technologies that didn’t yet have many proven use cases seemed like a long shot.

Fast forward a year, and we are cautiously optimistic. Retailers are grasping the advantages of location-based services more quickly than expected and are ready to climb on board.

Reebok is one retailer leading the way. The athletics company last year used such technologies to help it drive conversions at a pop-up store in Paris by participating in a two-day immersive fitness event in Paris with fitness center LesMills. The event space was equipped with beacons, small sensors able to transmit messages to smartphones using Bluetooth technology. (Disclosure: MobPartner was the event’s technology partner.)

LesMills app users got a welcome message with a discount offer for the Reebok pop-up store, and as they moved around, they received different messages based on their location or interactions. Reebok saw a 35% conversion rate at the store, or 350 purchases over two days.

This is but one example of how a retailer has embraced location-based services in recent months. Here are a few more ways we envision these technologies changing the retail business in the near future.

Retailers Morph Into Digital Publishers

In the past, grocery stores and pharmacies made up for thin profit margins by selling distributors — let’s say Coca-Cola — ad space in the store’s weekly circular. But the era of printed store materials is passing and retailers are struggling even to get people into their spaces, delivering another big hit to their profit margins.

Now let’s reimagine this scenario with in-store mobile technology — such as beacon technology — that can tell store owners who is in what aisle, what they looked at, what they purchased and what they didn’t. (They are still anonymous to the company and identified with a mobile ID). The grocery store could sell Coca-Cola the chance to deliver the consumer a Coke ad on their smartphone just as they enter the soda aisle.

With micro-location data, retailers can monetize and sell relevant information about users and their interests to product distributors. This allows them to take control of their physical space and start re-envisioning themselves as a digital publisher.

Geo-fencing Gives In-Store Feedback

In the old days, marketers who wanted to find out if users had seen an ad — whether it was a TV or radio spot or store brochure — had to conduct focus groups long after the fact to determine its impact. Today with geo-fencing, which uses GPS technology, you can get users right on the spot. Geo-fencing lets you send opt-in text messages with promotions to consumers who enter a specified neighborhood, shopping center or store. Not only does this let retailers find the right local audiences, it is also easy to track the campaign’s effectiveness. Retailers have decades of experiences in marketing optimization, so that should be the easy part. Their biggest challenge today is getting people into the store!

Mobile Retargeting Helps You Close The Deal

Location data can also help retailers utilize store data outside the store. Let’s say a consumer visited Banana Republic’s flagship store on Grant Avenue in San Francisco, but she walked out without buying. Your in-store data tells you which aisle she was in, that she looked at white shirts, and whether she spent time in the dressing room. The retailer now has a short window to try to reach that consumer in the physical world.  Perhaps Banana Republic can show her an ad about white shirts, and give her $10 off if she orders online in the next 24 hours? With mobile retargeting technology, the deal can be closed in 24 hours and the likelihood that it will be is much greater.

Geo-location Targeting Makes Messages More Relevant

Retailers can use of different levels of geo-location targeting at both the city level and in-door, to make sure they target the right people at the right time. Combining such data arms them with a better idea of a consumer’s true intent. If someone is headed to the grocery store, for example, they probably don’t want to hear about a deal on auto parts just because the auto parts dealer is next door.

A smarter approach is to use geo-targeting first at city level to locate a broad group of potential customers — say, women in New York City who have been known to browse J. Crew fashion pages on Pinterest. J. Crew could send that group mobile ads for warm sweaters and thick socks during the winter months.  Add another level of geo-location in-store, and the company knows if one of those women it showed the ad to has appeared at a retail location. The retailer has identified both the right customer and the right intent. Sending them a 20% discount offer at that moment makes perfect sense. Retailers can also measure whether their efforts led to sales conversion.

Purchasing Behavior Data Helps Build Brand Advocates

Combining micro-location data with data on past purchasing behavior also enables retailers to know more about their customers for the future. We see big potential in combining data sources for brands to develop hyper-relevant messages for each customer that will not only drive sales but also ideally transform them into a brand advocate.  Amazon already does this by sending personalized emails to customers who spent a certain amount on shipping with the online retailer and offering them Amazon Prime, for example.

Location-based technologies are already beginning to transform the retail business into one that can compete with that of the online retailing world.  Retailers who embrace these changes can now begin to reclaim their space.

Article Source: http://www.retailtouchpoints.com/features/executive-viewpoints/5-ways-location-based-services-are-transforming-the-retail-industry

The Top 5 Considerations For Selecting A Great Retail Location

Contrary to public opinion, rent is not one of the top 5 considerations when evaluating a property or a space for your retail business. True, it is an important factor but without consideration given to the 5 items below, even a rent-free location could be a losing proposition.

1. Location: The old adage, Location, Location, Location is still true but retailers today must take this one step further. A great location means different things to different retailers. For instance, a great location for a restaurant that serves only lunch and dinner may be a poor location for a coffee/espresso retailer. A great location for a high-end jewelry store may be a poor location for a check cashing / payday loan retailer. In order to determine the best location for a particular retail business one must look beyond the general notion that a strong site is universal and consider what makes it such.

2. Demographics: A strong retail location will encompass a trade area that has a dense population of your core customer base. This can be daytime population (businesses & employees), residential population (commonly known as rooftops) or both. A strong location is one that is visible (regularly) to the types of customer that you want to attract. For example, a location that is close to a residential population that has many young working families may be a good location in which to consider opening a day care business. A daytime population that has a lot of white collar employment in a ½ mile radius may be a good location in which to open a casual restaurant that specializes in lunch and dinner. The “right” demographics are different for every retailer.

3. Ingress & Egress: A strong retail location MUST have easy access from the major streets servicing the property. In the retail world you don’t want to have what is known in the industry as a “Statue of Liberty” location, meaning one that is extremely visible but next to impossible to access. We all know that consumers are lazy. If given the choice a customer will favor one retailer over another (goods & service being relatively equal) simply because it is easier to drive in and out of the property’s parking lot. This is a fact and you can see its effect on retailers all over your city if you look hard enough. Make certain that the location you choose has good access.

4. Signage: A visible sign is very important to all retailers. If your customer can’t see your business how can they shop there? A well located, visible sign that identifies your business is critical to your success. On the flip side, many retailers think that monument or pylon signs are a necessity. This is only partly true. If you are an “anchor-tenant” and are able to erect a sign that is large enough to see from at least 1-2 blocks away, a monument or pylon sign will be helpful. Otherwise, traffic moves at such speed and there are so many visual displays competing for the motorist’s attention that a minor position on a multi-tenant sign will do little to draw traffic into your business. You are better off taking the time to evaluate the type, size and visibility afforded your storefront sign and base your signage decision from this perspective.

5. Parking: Depending on the type of retail business and the type of location you are seeking (urban vs. suburban), parking will be part of your decision making process. This includes off-street parking (parking lots), on-street parking, fee-based parking (garages or metered) and the number of available spaces easily accessible to your business. If you locate next to a restaurant be prepared to see spaces in front of your business used for their overflow parking at peak times. If you are located next to a doctor’s office or health club, be aware that their customers will park for a minimum of 30 minutes. All of these factors can and will affect your customer’s ability to park close to your business.

There are many factors to consider when searching for the right location for your retail business. The 5 mentioned in this article must be at the top of your list and be carefully reviewed before signing a lease or buying a property. A commercial real estate broker that specializes in retail brokerage should have the resources to help you wade through these and other considerations you will face when choosing the right location for your business.

Article Source: http://EzineArticles.com/3751660

The Top 5 Considerations For Selecting A Great Retail Location

Contrary to public opinion, rent is not one of the top 5 considerations when evaluating a property or a space for your retail business. True, it is an important factor but without consideration given to the 5 items below, even a rent-free location could be a losing proposition.

1. Location: The old adage, Location, Location, Location is still true but retailers today must take this one step further. A great location means different things to different retailers. For instance, a great location for a restaurant that serves only lunch and dinner may be a poor location for a coffee/espresso retailer. A great location for a high-end jewelry store may be a poor location for a check cashing / payday loan retailer. In order to determine the best location for a particular retail business one must look beyond the general notion that a strong site is universal and consider what makes it such.

2. Demographics: A strong retail location will encompass a trade area that has a dense population of your core customer base. This can be daytime population (businesses & employees), residential population (commonly known as rooftops) or both. A strong location is one that is visible (regularly) to the types of customer that you want to attract. For example, a location that is close to a residential population that has many young working families may be a good location in which to consider opening a day care business. A daytime population that has a lot of white collar employment in a ½ mile radius may be a good location in which to open a casual restaurant that specializes in lunch and dinner. The “right” demographics are different for every retailer.

1.jpg

3. Ingress & Egress: A strong retail location MUST have easy access from the major streets servicing the property. In the retail world you don’t want to have what is known in the industry as a “Statue of Liberty” location, meaning one that is extremely visible but next to impossible to access. We all know that consumers are lazy. If given the choice a customer will favor one retailer over another (goods & service being relatively equal) simply because it is easier to drive in and out of the property’s parking lot. This is a fact and you can see its effect on retailers all over your city if you look hard enough. Make certain that the location you choose has good access.

4. Signage: A visible sign is very important to all retailers. If your customer can’t see your business how can they shop there? A well located, visible sign that identifies your business is critical to your success. On the flip side, many retailers think that monument or pylon signs are a necessity. This is only partly true. If you are an “anchor-tenant” and are able to erect a sign that is large enough to see from at least 1-2 blocks away, a monument or pylon sign will be helpful. Otherwise, traffic moves at such speed and there are so many visual displays competing for the motorist’s attention that a minor position on a multi-tenant sign will do little to draw traffic into your business. You are better off taking the time to evaluate the type, size and visibility afforded your storefront sign and base your signage decision from this perspective.

5. Parking: Depending on the type of retail business and the type of location you are seeking (urban vs. suburban), parking will be part of your decision making process. This includes off-street parking (parking lots), on-street parking, fee-based parking (garages or metered) and the number of available spaces easily accessible to your business. If you locate next to a restaurant be prepared to see spaces in front of your business used for their overflow parking at peak times. If you are located next to a doctor’s office or health club, be aware that their customers will park for a minimum of 30 minutes. All of these factors can and will affect your customer’s ability to park close to your business.

There are many factors to consider when searching for the right location based service for your retail business. The 5 mentioned in this article must be at the top of your list and be carefully reviewed before signing a lease or buying a property. A commercial real estate broker that specializes in retail brokerage should have the resources to help you wade through these and other considerations you will face when choosing the right location for your business.

Article Source: http://EzineArticles.com/3751660