In the connected retail environment developing in the UK the trend for social, location based and mobile forms of exchange are on the increase. Fuelled by growth in smartphones and data networks the integration of the digital world with the in store shopping experience is on the rise. Two thirds of smartphone users in the US say they use them while in store, with 9% using them for coupon redemption. The latter point highlights that it’s not only technological shifts driving the behaviour; economic conditions are also leading shoppers to make smarter decisions using whatever platform they have at their disposal.
I’ve seen recently that shopper marketing departments are growing and the focus of many is to understand how digital integration can support and enhance the shopper experience. It’s a noble quest and one I’m sure will pay dividends in the future. If shopper marketing planning fails to recognise that a great deal of shoppers research and planning is affected digitally and via social media, even for in-store purchases, then they could be missing out.
Key to understanding the role of integrated media for brands in the shopping environment is as follows:
- Forget AIDA – what does the journey now look like and where can/does digital play a role?
- Get SoLoMo – Bring shoppers the right content, media or offers at the right time using their smartphones as the intermediary.
- There is no single answer – research how the role of digital integration can function most effectively in your category and for your shoppers.
At the Value Engineers our Digital Strategy Team can help with all three.