In-Store Marketing Trends for 2015

December 23, 2014
NACS Online
From social to mobile, and all the big data in between, retail marketers should look out for these trends.
NEW YORK – As 2014 comes to a close, one thing is clear: Traditional retailing is under fire, writes Gary Lee, CEO and president of retail innovation firm InReality, in Chain Store Age. In his column, Lee points to four in-store trends that retailers and brands should consider if they want to impress consumers in the year ahead.
•The Social Store: Traditionally, social media and the store are often viewed as separate channels; however, with the rise in digital content marketing, consumers increasingly expect personalized, value-driven messages from a digital presence, in-store and out-of-store. As digital marketing continues to grow, smart retailers and brands will work to merge digital marketing with the store presence — tapping into all the touch points within the store.
•The Immersive Digital Experience: In 2015, shopping will become fun again as more immersive digital experiences visit the store. Not to be confused with digital screens that often replace printed signage, these experiences will bridge the physical and digital worlds to create something unique for the consumer. Some brands have already entered this space, with the advent of beacons, radio-frequency identification (RFID), augmented reality (AR) and digital kiosk displays.
•The Mobile Checkout: In addition to complementing the digital store experience, mobile will also impact the payment landscape and start taking a chunk out of cash and credit in 2015. Expect to see the mobile app payment landscape grow as more players enter the scene and dominant players, Apple Pay and CurrentC, strengthen their offering. Also expect to see some new developments in mobile payments outside of mobile app payment.
•Getting More Out of Consumer Data: With the rise of digital in store and an increased focus on mobile, there will be an even greater need for the right consumer data to help guide personalization, brand and product decisions and marketing spend. On a basic level, brands and retailers will look to voice-of-consumer (VOC) programs to uncover brand perceptions and respond to customer service issues. However, the real retail winners will be those who dive into consumer data and analytics.