I have been following the retail industry as businesses\u00a0plunge or dip their toes into the omnichannel waters. Some are certainly\u00a0doing some revolutionary, original campaigns using technology which I'll look at here - do share others you like!<\/p>\n
This blog posts sums up my favourite case studies from retailers with some thoughts on how this will impact the modern marketing department\u2019s strategies, as technology drives change.<\/p>\n
Consumers are using multiple devices, screens, and channels to make purchases, but you know this already. Retailers still get a huge chunk of sales in their bricks and mortar outlets, for example clothing and footwear brands in the UK 44% of purchases are done in store*.<\/p>\n
In store doesn\u2019t provide the same level of data as their website or digital marketing activities. They will only know what you bought, not browsed, and it\u2019s difficult to offer social validation or purchase incentives on a personal basis within the store environment.<\/p>\n
However, here are some mini case studies that show how brands are using technology to close that gap.<\/p>\n
Fliike is the first physical Facebook Fan or \u2018Like\u2019 counter specially designed for local businesses, public places, or say your office reception area. Created by start-up Smiirl<\/a> it connects to a wifi-network and updates your Facebook page likes in real time.<\/p>\n