Predictions for the year ahead
Let’s take a look at how POPAI’s 2013 predictions unfolded and what might be in the future of instore marketing and shopper marketing.
1. The (continued) rise of Pinterest
Pinterest will continue to rise in importance for instore shopping experiences.
The correct use of Pinterest helps shoppers, brands and retailers. Shoppers get to see what’s on trend and people around the world are liking.
Stores like Target, Topshop, and Nordstrom already show Pinterest icons on their most pinned items to help drive sales.
For brands and retailers, this is a great way to get shopper insights and help with product development.
You’re getting realtime feedback of products which can help with stock level, product sales, and more.
2.Touch screens and POS
The use of tablets and touch screens in displays and POS will increase.
This will be in tandem with the increase of experiential design to bring the shopper back into the store.
Walking through the new Walgreens it was evident that tablets are the future for aisle, display, and retail design.
There are endless possibilities with tablets. There’s mobile checkouts, video can play in every aisle, shoppers can write reviews in store, share their interests on social media while shopping, and more.
They create less space, but can have a bigger influence on a shopping experience.
3. Children on diets
There will be more services and products marketed to parents worried about overweight kids.
This tip came from POPAI Twitter follower, Michael Luce, and we agree.
Health is a key topic and 2014 might be the year that instore marketing works for this cause.
4. Personalised everything
Advanced personalised messaging from brands and retailers especially during instore shopping experiences.
This relates to big data, which will continue on as a hot topic.
Facebook already has Facebook wi-fi, stores are using Pinterest, brands are on Instagram.
Most of all, shoppers are tied into social media and data gatherers that assist with developing detailed information about shopper behaviors.
It’s only the logical step to start using that data to send more personalised messages to shoppers while they’re in all stores.
5. Mass customisation
This will be used to make products more special.
Shoppers want to feel special but be on trend at the same time.
The best way to do customisation is with monogramming, customised colors, and more. But this can also extend into a shopper’s overall shopping experience.
Retailers will need to figure out how to offer a more customised experience whether online or in the store with customer profiles.
This story was originally published by POPAI. You can read the full story here.
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