Progressive Grocer - May 2010 - (Page 88)
By Joseph Tarnowski NRF Launches New Mobile Retail Initiative
PG’s look at the latest solutions takes in NRF’s Mobile Retail Initiative, a Facebook widget from MyWebGrocer and the rollout of a paperless digital coupon system.
Integrated Paperless Coupons Launched
MyWebGrocer Launches Facebook Widget
The National Retail Federation (NRF) has launched the Mobile Retail Initiative to offer best practices and learning opportunities for retailers diving into mobile commerce and marketing. The retailer-led initiative was developed to help the industry leverage existing and emerging mobile technologies to enhance the shopping experience and improve internal business processes. “Mobile has great promise for bringing major, positive changes to the shopping experience, payments, marketing and other aspects of retail,” says NRF president Tracy Mullin. “In addition to developing the standards and best practices necessary for the industry to move forward, NRF’s Mobile Retail Initiative will inspire retailers to realize the full potential of mobile today and in the future.” Washington-based NRF brings the collaborative strengths of three of its divisions to the forefront for this effort. Representatives from the organization’s IT standards division, ARTS; digital division, Shop.org; and marketing division, RAMA, are teaming up to develop standards and best practices as well as to create original research, educational events and networking opportunities. One of the ﬁrst deliverables from the initiative will be the Mobile Blueprint, a document designed to provide retailers with a road map for executing best practices as a part of their mobile retail strategies. The mobile blueprint is being developed by NRF’s Mobile Blueprint Committee, which includes representatives from a diverse group of retailers, restaurants and service providers. For more information about the Mobile Retail Initiative, visit www.nrf.com/mobile.
• Progressive Grocer • May 2010
Retail Web services provider MyWebGrocer has developed a platform for Facebook that allows consumers to share weekly grocery specials online. The widget, which ShopRite — the banner under which the 46 members of Keasbey, N.J.-based co-op Wakefern Food Corp. operate over 200 stores — has already added to its Facebook page, allows users to search for weekly specials and share information about what’s on sale with others in their social network. For grocers, it provides a platform on which to serve relevant specials to Facebook’s 400 million users, as well as an opportunity to drive promotional sales. “Circulars are the most visited area of retailers’ Web sites,” explains Rebecca Roose, social media manager for Colchester, Vt.-based MyWebGrocer, which creates and manages digital solutions. “This widget allows users to take sales information to the most popular online environment, where they can help build the ShopRite community by sharing that information with friends.” According to Roose, Facebook was the ideal platform for the widget. “We chose the Facebook platform because we knew we’d be reaching shoppers where they spend their time online,” she says.
A H E A D O F W H AT ’ S N E X T
San Francisco-based personalized marketing solutions company YOU Technology last month launched uCoupon as the latest solution in its marketing suite. uCoupon was designed to be a completely paperless digital coupon solution that combines a range of consumer media channel delivery options such as Web, mobile and instore devices. It provides a completely managed digital transaction, plus the ability to target offers in connection with a retailer’s loyalty card program. “uCoupon differs dramatically from general consumer coupon sites that serve as islands of offers that consumers must search, print at home and carry to checkout,” notes YOU CEO Ken Fenyo. “It’s completely paperless and can allow brands and retailers to seamlessly deliver relevant offers to consumers at home, on the go and in-store.” The solution combines marketing services and comprehensive technology packaged into three solution options: • Creating retailer and brand-speciﬁc paperless coupon sites powered by the underlying technology to manage the transaction from coupon setup through redemption • Connecting CPGs and third-party coupon providers with YOU’s network of retailerbranded coupon sites • Developing unique brand/retailer collaborative and digital shopper marketing programs, such as interactive promotions, cause marketing and loyalty tie-ins, that reach beyond circulars and in-store displays For more information, call (877) 787-1187 or visit www.you.net/brandCoupon.php. ■ EDITOR’S NOTE: Please send your Tech Toolbox submissions to Senior Editor Joseph Tarnowski at email@example.com.
Table of Contents for the Digital Edition of Progressive Grocer - May 2010
Progressive Grocer - May 2010
Nielsen’s Shelf Stoppers/ Spotlight: Candy/Non-ChocolateCandy
Super 50: Steadfast Leaders
The Lempert Report: ConAgra, Celebs Battle Child Hunger
Best Practices: Starting at the Top
Wake-up Call: Coupons Make a Comeback
Store of the Month: Roots and Wings
Harold Lloyd on … Making a Difference: Why Work as a Clerk?
Experience at Large: Put Your Best Customers to Work
Confection: Sweetening the Pot
Tea: Brewing up Sales
Non-alcoholic Beverages: Summer Quenchers
Summer Grilling Special: What a Gas!
Produce: Local and Lovin’ it
IDDBA Show Preview: Recipe for Success
Trends: The Summertime Freeze
Meats & Cheeses: Brown-bagging Sales
Food Industry Insights: Leadership for the Future
Tech Toolbox: A Look at the Latest Solutions
Out of the Box: The Latest Tools of the Trade
Roundtable: The Executioners
Foodservice: Green Machines
What’s Next: Editors’ Picks for Innovative Products
Progressive Grocer - May 2010