Where’s Your Social Proof?

One thing hasn’t changed since the dawn of retail: We feel more confident in our choices when we know people like us have made the same choice before us, and had a good outcome.Early carpet and spice merchants would pay confederates to act as customers and make their stands look busy. And the attendant at […]

Hey, Who Moved My Storefront?

We used to go shopping; now we are shopping. Smartphone in hand, we start our shopping experience by accessing nearly perfect information – product specs, ratings and reviews, competitive pricing – within moments of considering a need, want or purchase. For all practical purposes, the front door of retail has moved online.

Is it Time to Drop the “e” from e-Commerce?

Most e-commerce executives are focused on on-line sales, even though their actual contribution to the organization is far broader. In order to maximize the effectiveness of digital marketing, executives need to think about their roles differently.

Are you missing the most important e-commerce metric?

Major retailers are sharing some remarkable data about the cross-channel behavior of their shoppers: 45% of Home Depot customers, and 60% of Best Buy customers, visit the companies website before making a purchase in the store. How should that influence webstore executions?

Best Buy Deploys QR Codes to Enhance Shopping Experience

Best Buy adds QR codes to all their retail stores. 82% of consumers already use mobile phones during their shopping trips, so it’s critical that retailers understand and embrace this new shopping behavior. [Read More]

What Shopper Marketers Need to Know about Location Based Marketing

It’s been a remarkable day in the evolution of Location Based Marketing.  The day started with ShopKick launching in 257 Best Buy stores; and ended with Facebook announcing a location based marketing solution.

Here is a recap to help you catch-up and my own predictions about where we will be going. (more)

Mobile is the Future of In-Store Marketing

Imagine a shopper walking into a retail store, and holding their phone in front of the aisle.  The phone’s camera instantly photographs all the products on the shelf, performs image recognition on the boxes, looks up competitive prices online, and color codes the image with the products that are a good deal.

Do you think that sounds like science fiction?  It’s not.

What’s Wrong with Apple Stores?

In a recent post about Microsoft’s new retail initiative, I suggested that that there are aspects of Apples customer experience that could be improved.  Several readers responded, asked for more specifics thoughts.

Let me start by saying that Apple has the best dollars per square foot metrics in all of retail.  They don’t need to apologize about their stores to anyone.  Further, there are many elements of their experience that I love,  including their signature architecture, genius bar, useful fact tags, category signage with decision tree suggestions, window displays and wireless CRM.

That being said, here are some areas that could be improved. (more)