Dig­i­tal /Per­sonal con­ver­gence

Point of Purchase - - INTERNATIONAL -

The­con­ver­gence of dig­i­tal and per­sonal ser­vice is al­ready tak­ing place in other in­dus­tries. Here are some of those suc­cesses and some ideas of how they could work in pack­aged- good re­tail:

Shop­per “Genus.” Ap­ple store-like as­sis­tance (In-store and on­line) to plug into all a re­tailer has to of­fer. Publix’s Apron’s pro­gram comes close to ful­fill­ing this idea with both in-store and on­line ac­ti­va­tions.

So­lu­tions 911. Tak­ing “ge­nius” one step fur­ther, Lexus of­fers in – ve­hi­cle con­sults over mo­bile video. Re­tail­ers can reach be­yond peo­ple in their stores and for­tify a more so­cial and per­sonal con­nec­tion by of­fer­ing at-home chef a live chat for meal or reg­i­men so­lu­tions, or pro­vide help if a recipe fails.

Opt –In Shop­ping Ser­vice. Depart­ment stores like Macy’s and Neiman Marcus have a lo­ca­tion based app that pro­vides on-site sales staff with cus­tomers’ pref­er­ences. For pack­aged­good re­tail­ers, a shop­ping coach could be al­tered to a shop­per’s pres­ence in the store and of­fer as­sis­tance with shop­ping so­lu­tions.

Lux­u­ries of Loy­alty. Take an­other page from re­tail­ers like Macy’s or Star­bucks and per­son­ally and dig­i­tally re­ward you

best and most dig­i­tal shop­pers with clout points, perk and other VIP treat­ment. In this way, tech­ni­cally in­te­grated re­tail­ers can be­gin to shift the dia­log from “dis­count” to “ser­vice”.

Store within a Store. Move be­yond sam­pling by im­ple­ment­ing “brand” stores staffed by brand am­bas­sadors. J C Penny has Martha Ste­wart min­i­s­tores, while home-style ex­perts pro­vide ad­vice, while ed­u­cat­ing shop­pers on the dig­i­tal world of the Martha Ste­wart brand

Shop­per 2 Shop­per. Ac­ti­vate the community with an on­line community ser­vice like nee­dle.com, which dig­i­tally matches brand ex­perts with con­sumers for real time brand and prod­uct in­for­ma­tion, ideas and ad­vice.

Auto- Re­plen­ish Ser­vice . where shop­pers can sign up for re-stock­ing fre­quently used items on a rou­tine ba­sis, at the best price of­fered.

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