More data. More insight. More success.
In present time, companies are having more information at their fingertips than ever before. Automated data-gathering systems mean that businesses have instant access to a range of information on their customers, their competition and the various market trends. As more data allows greater customer segmentation, brands can talk directly to people with targeted messages that are engaging and relevant. This technology even allows companies to track the success of these messages and fine tune their approach if necessary.
Product. Price. Promotion. Placement. The renowned 4 Ps of Marketing — a concept created by E Jerome McCarthy in 1960. And now, arguably, we have a 5th ‘P’ — Proximity Marketing. Proximity Marketing uses cellular technology to send targeted marketing messages, via a Wi-Fi or Bluetooth signal, to mobile phones that are in close proximity to a business.
The growth of in-store analytics mean businesses can now utilize all sorts of different customer data and use it to improve footfall and customer service, utilize space more effectively and improve store layouts. This also means that customer ‘theater’ has become an integral part of the shopping experience with many stores using interactive screens and booths to grab attention.
From physical robots that can show you where the toothpaste is, to algorithms that know what you want before you do, technology is now at the heart of the shopping experience, whether we like it or not. Businesses can now have real-time knowledge of their customers both on and offline. And it’s an all-channel approach that will ultimately win the day — a 360-degree experience that’s seamless, so all the customer sees is, the brand and how it makes them feel. With online and offline activities fully integrated, it’s now possible to browse online, make an appointment in a digitally enabled store, then have the technology in that store highlight items for you, access their specific details, and even bring them to you. From intuitive mobile apps to drone deliveries, the opportunities across all sectors are mind-boggling.