Author Archives | Todd Sherman
Increased Shopper Engagement

Indoor Location Technologies: The 5x Engagement Factor

What happens when you give in-store shoppers some additional (and helpful) tools within your store’s branded app? If they’re the right tools, you may be astonished. Point Inside conducted an interesting study on indoor location technologies in 2012, and the results were so compelling that the question for retailers is not “if” but “how soon” […]

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Customers expect more than mobile-optimized websites. Don’t disappoint.

Here’s a simple piece of advice when planning your retail mobile strategy: Don’t bring a knife to a gunfight. I’ve written more than a few posts about how mobile is not just a smaller-screen version of online commerce, and that a “mobile optimized” version of the traditional website doesn’t get the job done (unless you’ve defined your total strategy […]

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Shopper Engagement

The Expert Opinions: Brian Walker of Forrester on Mobile In-Store

Recently, I had the opportunity to catch up with Brian Walker, Principal Analyst at Forrester, and asked him about the trends he’s seeing around the use of mobile in-store. This is what he had to say: How do you see in-store mobile shopper engagement fitting into the new model for agile commerce? Agile commerce is […]

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Wired Shopper

For Retailers, Traditional Marketing is Crashing into Shopper Engagement

Much has been written about the “connected consumer,” “generation c,” “the wired customer” or [insert new cleverly descriptive name here] so we won’t elaborate on the demographics/psychographic makeup of these consumers here. It is, however, worth a quick review to understand the numbers associated with the connected shopper: There are more than 116M smartphones in […]

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How to Think About Your Mobile Strategy

In speaking with a lot of brick and mortar retailers about their mobile plans, a clear pattern has emerged. In general, there is a three-step evolution in how they are approaching the opportunity: Create a mobile-optimized website: basically a copy of their traditional online site reformatted to work on a smaller screen and within a […]

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In-store Search on Smartphones is Different

As consumers move to using mobile devices to assist with their in-store shopping, there have been a number of “aha” moments where retailers have realized that people behave differently in-store than they do on traditional online ecommerce sites. Specifically, it’s been a hard won lesson that the smartphone is not just another computer with a […]

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Safeway’s Just for U App Raises the Bar for Shopper Engagement

After two years of development, Safeway has rolled out their “Just for U” program nationally. With it, Safeway has taken a leadership position in the use of smartphones to engage shoppers. At a high level, Safeway brings together their loyalty card, digital coupons, and the convenience for shoppers to access them anywhere – on laptops, […]

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Retailers – Create ONE branded app for your shoppers

Over the last few years, we’ve had a lot of conversations with retailers about their mobile strategies and how to drive more in-store shopper engagement. The dominant theme is that retailers need to create their own app, one that reflects the branded experience and not a third party app that aggregates multiple retailers, provides limited […]

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Consumers trust grocers more than twice as much with personal data than they do Facebook

There is very interesting data from a recent Harris Interactive poll that consumers are much more comfortable sharing their information with grocers than they are with Facebook. The numbers are staggering: 81% of U.S. adults are comfortable with grocery stores using their personal data to deliver deals tailored to them compared to only 33% for Facebook. […]

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