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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Rethinking retail: why brands are embracing the rise of the concept store

Rethinking retail: why brands are embracing the rise of the concept store | Integrated Brand Communications | Scoop.it

As consumer shopping habits rapidly evolve, retailers are looking to innovate beyond their four walls.

 

The rise of online shopping has sounded the death knell for many traditional bricks-and-mortar retailers. But innovative brands are reimagining the physical store, turning to magazines and museums for inspiration and creating spaces where the virtual and physical worlds collide.

 

A new wave of thinking about bricks-and-mortar retail has given rise to a surge in brands experimenting with concept stores. Apple and Burberryhave been leading the pack when it comes to creating experience-focused retail for many years. But a wider range of brands is starting to experiment with concepts, and no longer just luxury ones.

 

General Electric, for example, is currently working with New York concept store Story as part of an exercise to promote one of its products.

 

Story is built on the concept of treating retail as media, curating its merchandise every month, like a magazine would with content, and getting a brand to sponsor it. This month's theme is "cool" and the products on sale in the store – clothes, jewellery and gadgets – reflect that.

 
Russ Merz, Ph.D.'s insight:

This article highlights the re-imagining of #retail space by #brands as "new media". The innovative use of #conceptstores to communicate and promote the brand opens new channels for engaging with customers. 

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Me-Commerce and Retail's Future - Marketing Technology Blog

Me-Commerce and Retail's Future - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

Retail is changing rapidly – both online and offline. Traditionally, retail establishments have always had low profit margins and high volume to produce the business results they needed to survive. We’re seeing rapid turnover in retail nowadays where technology is accelerating growth and increasing efficiency. Retail establishments that aren’t taking advantage are dying… but retailers that are leveraging technology are owning the market.+

Demographic shifts, the tech revolution, and the consumer demand for more personalized service are altering the roadmap for the customer decision journey.

McKinsey on Marketing lays out what they believe are the new Four P’s of Marketing:+


Pervasive – people shop wherever they are – whether it’s in bed with a tablet or while they’re in the middle of your showroom.Participatory – people are going to create and share ratings and reviews online of companies, products and services.Personalized – batch and blast traditional marketing is no longer working. Emotional connections through similar stories is driving conversions.Prescriptive – mobile applications, online research and social tools are helping consumers take control of their shopping through their own process.



Russ Merz, Ph.D.'s insight:

Me-Commerce and the future of retailing is being driven by demographic changes, technology developments, and an emphasis on the new 4 P's of marketing.

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Mark Minelli's curator insight, May 26, 8:19 AM

Interesting stats.

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iBeacon: Goodbye Showrooming, Hello In-Store Purchase

iBeacon: Goodbye Showrooming, Hello In-Store Purchase | Integrated Brand Communications | Scoop.it

Apple's iBeacon, an indoor positioning system that uses the latest version of Bluetooth, holds much promise for mobile advertising and location-based marketing. Here's how retailers and brands can develop a strategy to benefit from this technology.

 

The marketing world has an ironic history of underestimating Apple – remember people dismissing the iPad as nothing more than an overgrown iPod touch? So it's no surprise that there hasn't been more fanfare over the iBeacon.

 

Apple didn't go out of the way to play up iBeacon in the last World Wide Developer Conference but anyone who's struggled with mobile advertising strategy in general and location–based marketing in particular could see its potential from the start. Now that it is here, it promises to be one of the most promising Apple innovations since the iPad.

 

The actual debut of iBeacon was also relatively low-key; 254 U.S. Apple stores quietly rolled out the technology this past December. Retailer programs followed soon after and have generated a bit more attention, with app developer InMarket bringing it to 200+ Safeway and Giant Eagle grocery stores across the U.S. and Shopkick announcing a 100+ store program for American Eagle soon after.

 

Before long, we'll probably be hearing some metrics about these initiatives but for now, industry awareness of what iBeacon really is and why it holds so much promise remains quite low. For the uninitiated, here's what it's all about.

Russ Merz, Ph.D.'s insight:

Another good example of channel convergence (Mobile+Store)  through the use of marketing technologies like Apple's iBeacon and "proximity marketing".

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Ryan Pigeau's curator insight, January 22, 9:21 AM

Talk about direct marketing!

Sending push notifications to my phone about a store's deals as I walk by the front door? An actual map in the store where X-marks-the-spot and I never have to browse again? Am I ever even going to notice the other products anymore? Will I just be ushered by all the other products - will the biggest brands have the most power?

 

Again this is another case where we continue to trade our privacy for the benefits of marketing or consuming - basically in-store radar which tracks you once you recieve their notification and knows if you really bought their product or not.

 

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Dazzling Digital Signage: In-Store Beauty With Inglot | POPAI

Dazzling Digital Signage: In-Store Beauty With Inglot | POPAI | Integrated Brand Communications | Scoop.it

Celebrating in-store beauty has always been a favorite pastime here at POPAI. In fact, sometimes seeing supremely successful executions in-store is enough to make us cry out  ”In-store Masterpiece!”, as if we were seeing Van Gogh’s “Starry Night” up close, or something (hey, for shopper marketers, sometimes displays are akin to the most magical artwork–that’s why POPAI gives out awards every year to the best in-store programs and POP).


So, upon seeing the dazzling digital signage employed by Inglot Cosmetics in their stores, created by AOpen, we had to pay homage.


If you haven’t heard of Inglot, here’s the rundown: they’re a high-end cosmetics company operating all over the world, best known for their penchant for a variety of colors and beautiful branding. Knowing that when it comes to selling beauty products, being bold enough to stand out in-store is important, so Inglot reached out to AOpen to figure out a gameplan for their in-store displays.


With the help of AOpen, Inglot decided to debut a state-of-the-art, transparent digital signage display, encompassing elements such as video and images in order to create an innovative in-store marketing masterpiece that didn’t just catch attention, but keep it, too (it popped!).


 

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Big Data in Retail Industry [INFOGRAPHIC] | SmartData Collective

Big Data in Retail Industry [INFOGRAPHIC] | SmartData Collective | Integrated Brand Communications | Scoop.it
This infographic details big data in the retail industry.
Russ Merz, Ph.D.'s insight:

Some useful stats about the size, types and usage challenges of big data resources in the retail industry.

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The Evolution of Retail: What Brands Need to Know [Infographic]

The Evolution of Retail: What Brands Need to Know [Infographic] | Integrated Brand Communications | Scoop.it

The retail environment is changing faster than many brands realise. The evolution of retail is developing and brands need to embrace these new trends.

 

Back at the turn-of-the-century (I just love saying that) I was in retail management. Dance music retail to be specific. The stores that I ran pioneered cutting edge dance music and thanks to DJ culture, good old analogue 12” vinyl was actually experiencing sales and usage growth. Oh, how quickly things can change. It was around that same time that iTunes launched and changed the way that we purchase, manage and play our music forever. That was one of the first signs of the evolution of retail.

Fast forward 14 years and that sector of retail has changed so radically that now DJ’s can purchase music live on their smartphone in the middle of a playing a gig. According to data from Baynote the retail industry is forecast to experience more change over the course of the next five years than it has during the past one hundred years. News Corp CTO Tom Quinnrecently told CeBIT attendees that consumers are now innovating faster than businesses. Dynamic brands are capitalising on some emerging retail trends, however businesses that ignore the evolution of retail could be left behind.

In this article you will learn:

How innovative use of digital media can help win businessFive trends that are transforming the retail industryQuick fix digital media solutions to cover the basicsImportant things to know about retail in 2014 with a helpful Infographic
Russ Merz, Ph.D.'s insight:

Informative article with supporting infographic that identifies 5 key trends that have the potential to transform #retailing. Several implications for #brands are identified. 

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Orlando Delgado's curator insight, June 17, 9:15 AM

Retail as a sector needs to adapt to new market forces...

Sue Walsh's curator insight, June 23, 5:32 AM

Another beauty. Make sure you read your way to the info graphic ...

corneja's curator insight, July 6, 2:08 PM

42 % of consumers expect a reply from the brand within an hour! This data has surprised me.  The infographic shows a lot of useful information about retail.

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Seven Ways Retailers Are Embracing Tech

Seven Ways Retailers Are Embracing Tech | Integrated Brand Communications | Scoop.it

As online shopping explodes, brick-and-mortar players are looking to make in-store visits easier and more.

 

With Forrester predicting online shopping will reach $370 billion by 2017, retailers are fighting hard to get consumers to visit stores -- and provide a quality experience when they get there.

 

The trick is matching the convenience, speed and depth of information in-store that the online world easily provides. Also taking priority: time-saving techniques like virtual try-on; faster, more secure checkout; and protecting customers' information. Consumers "expect the in-store experience to match the convenience of online," said Chris Donnelly, global managing director of Accenture Retail. Evidence the growth of mobile payments, which Accenture said will quadruple to $630 billion by 2014.

 

But retailers have a lot of work to do technologically. About 70% of retail executives said they plan to refresh existing software in the next three years, and only 26% have capabilities now that allow consumers to use mobile devices to make a transaction inside physical stores, according to a recently released National Retail Federation survey of 200 retail executives in the U.S. and Europe conducted last fall. Here's a look at what might be in store.

 

Russ Merz, Ph.D.'s insight:

In the battle between on-line and in-store, retailers are ramping up with technology investments that offer more #personalized and #mobilized shopping experiences to keep customers.

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Brands that Get It: Trunk Club - Bates Creative

Brands that Get It: Trunk Club - Bates Creative | Integrated Brand Communications | Scoop.it
Trunk Club is a brand that gets It. Trunk Club began as a brand to solve a simple problem – offering a convenient way for men to buy clothes. A problem that men have faced for decades, if not centuries, Trunk Club attempted to solve.
Russ Merz, Ph.D.'s insight:

A great example and discssion of #DiscoveryCommerce a new trend in #retailing that is gaining traction.

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Commentary: Evoking the shopper's wants and needs

Commentary: Evoking the shopper's wants and needs | Integrated Brand Communications | Scoop.it

How interactive digital signage through mobile brings shoppers' desires to focus.

 

The stirrings of a retail revolution are all around us. With more and more shoppers turning toward technology such as their mobile phones, tablets and even in-store digital signage to augment their experience in store, a time of unbridled growth and opportunity lies ahead for retailers — with so many new ways that they can improve the customer experience and reach their target customers across a number of different channels.

 

Advancements in digital signage are one example of how retailers can embrace this revolution. Back in December, the International Sign Association, an industry trade group, announced it was adding a digital signage section to its website. Then, earlier this month, Samsung Electronics Inc., at the International Sign Expo in Las Vegas, announced a partnership with static sign companies, suggesting that it would begin deploying digital signage "to a new category of customers," — a move that is further blurring the lines between traditional signs and digital. Lastly, Australian retail chain Coles recently announced that it was testing out interactive tablet displays.

 

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