A couple recent articles that caught my attention recently have to do with the term “brick-and-click,” used fairly often in Advertising Age and in this recent article ( How Walmart Owns the Concept of Value Online ) from the digital issue (a really good one, btw.). And in the article from PROMO, called: The Convergence of Retail and Digital. The articles have to do with combining your retail strategy with your online strategy to make them work together better. Whatever you think about Walmart, they’re doing pretty amazing things…
It also hits upon one of my favorite theories that Mobile Marketing has more to do with where you are than what you can do…
Consumers use technology and communication infrastructures to take control of and have greater access to information and services that relieve growing time pressures and allow them to access a greater range of experiences. This opens the door for retailers to connect with shoppers in a way that doesn’t interrupt them, but instead becomes a part of their dialogue. For example, smart-phone applications can select the best product for a shopper’s individual needs, and scanned barcodes can instantly compare prices across competitors’ stores and online sites to ensure that the consumer is getting the best deal, all without lengthy research. Another example is in-store digital kiosks that use video cameras and LCD screens to virtually place products in shoppers’ hands or clothes on shoppers’ bodies, eliminating the need to try on clothing.
This seems to me to be the key…
Thanks to:
Morgan McAlenney, senior vice president and digital czar at The Integer Group.
Jack Neff – Advertising Age
