DDi - August 2013 - (Page 18)
18 | Shopper Insights
Embrace the senses
O
ne of the biggest phrases for retail in 2013 has been the
“in-store experience.” For many retailers, namely those who
have mostly or exclusively operated in bricks-and-mortar
stores up until recent times, the in-store experience has been something they’ve delivered for as long as they’ve been around.
The thing is, though, the in-store experience has changed, and
continues to change every day. Of course, there are some key
elements that must remain constant—good customer service, a
seamless shopping route, etc.—but the way these overarching goals
are accomplished is continuing to evolve as shoppers do. So, when
it comes to in-store, it all circles back to one thing the digital world
can never truly harness in the same way: the power of the senses.
Ultimately, that is what shoppers want—what they can see, touch,
smell, hear.
Shoppers are humans, and humans inherently experience life
and learn through using their senses.
The visual element of a store is crucial to
the shopper’s experience, as more and more
shoppers are looking for a top-notch physical
experience in the wake of digital stores.
In recent years, we’ve seen an increasing number of in-store
innovations crop up in regards to the visual element. For example,
more advanced or personalized POP, digital signage, and even visual
merchandising trends expanded upon or passed down from bigger
brand marketing campaigns—some from online or digital design
mediums, others from print. Overall, it seems that each element of
a retailer’s marketing program is becoming more cohesive and more
unified across all channels. This is a broad stroke move in the right
direction for brands, retailers and the marketing at-retail industry
as a whole.
Even with all of the innovation being seen and heard (and smelt
and felt) in retail stores, e-commerce sites and more across the country and internationally, it’s undeniable that we’ve still got a long way
to go. In fact, it may always be that way, and may have always been
that way. That’s how learning works—it keeps on going!
Needless to say, learning about some of the best practices moving forward into our increasingly digital and visual age of retail is
important for shopper marketers who want to stay savvy, no matter
their marketing medium or environment. In times of evolution such
as these, I can say that POPAI is working around the clock to make
shopper marketing education an ongoing opportunity for our members and other industry professionals.
As shopper marketing professionals, it is up to each and every one
of us to note the changes we’re seeing taking place in our industry—
one of which is the heightened need for exemplary visual elements
in our stores and even online. The way to stay abreast of these trends
and meet shoppers’ needs and wants store by store, is to commit to
that continuous education. After all, we learn by seeing.
—Richard Winter is the president of POPAI, The Global Association for
Marketing at Retail, an information source for brand marketers, retailers,
producers and suppliers. Find out more at www.popai.com.
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August 2013
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Table of Contents for the Digital Edition of DDi - August 2013
DDi - August 2013
https://www.nxtbook.com/nxtbooks/designretail/201402
https://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201210
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201208
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201206
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201201
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20111112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201107
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201106
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201103
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20101112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201010
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201009
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201008
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201006
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20091112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200910
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200909
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_200907
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_200905
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200904
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200903
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200902
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200901
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200812
https://www.nxtbookmedia.com