“Sneaky” Ways to Track Shoppers

Posted on January 2, 2013 by bermanevansretail
Retailers want to know as much as possible about their customers and their potential customers in order to better serve their needs and to increase the firms’ revenues, as we have reported earlier (see “How Retailers Track Shoppers: An Infographic” and “Retailers Now Tracking Shoppers’ Eye Movements”).
But, there is a line between monitoring consumers and invading their privacy, and retailers have to be careful not to cross that line. Certainly, articles with titles such as “12 Sneaky Ways That Big Retailers Track Your Every Move” by Ashley Lutz and Alaina McConnell for Business Insider do not reflect well on the industry. 
According to Lutz and McConnell: “Retailers employ all sorts of clever tactics from using facial recognition devices to devising customer loyalty programs and cell phone signal trackers. Then, they use the collected data to determine where to place products in the store and how and where to advertise. While many consumers are unassuming and unaware, a variety of groups are protesting the data collection as an invasion of privacy.”
Click on the photo to read about 12 “sneaky” retail practices highlighted by Lutz and McConnell.

Photo from Walmart Corporate/Flickr

 

Posted in Part 3: Targeting Customers and Gathering Information, Part 7: Communicating with the Customer, Privacy and Identity Theft Issues, Technology in Retailing | Tagged , , , , , , , , , , | Leave a comment

Looking for Ideas to Start a New Business?

Posted on January 1, 2013 by bermanevansretail
A happy, healthy, and goal-fulfilled 2013 to all. Here is our first post of the new year.
Many people want to be entrepreneurs. They work hard at their jobs and save enough money to do so. But, where do they get the “big idea” to actualize their dreams?
According to Nadia Goodman, writing for Entrepreneur: “The idea for Disneyland’s Magic Kingdom was born on a family vacation. Walt Disney was visiting Tivoli Gardens, one of Europe’s oldest amusement parks, when he realized he could create a bigger, better version in California. His method is not unusual: Great entrepreneurs find new business ideas by paying attention to opportunities in everyday life.”
Click the photo for Goodman’s suggestions for discovering a big idea.

 

Posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information | Tagged , , , , , | Leave a comment

How Store Retailers Can Compete in a Digital World

Posted on December 30, 2012 by bermanevansretail
Randall Stone is a senior partner and director of customer experience and retail design for Lippincott. His clients have included Starbucks, Foot Locker, RadioShack, and The Limited.
Recently, Stone identified six retail tactics to enhance the in-store shopping experience:
  1. Go Mobile: “Mobile apps are being embraced by brands as diverse as Starbucks, Dunkin’ Donuts, and KFC/Taco Bell. They enable consumers to shop in-store, quickly pay with their iPhone or Android phone, and depart. These apps make shopping experiences easier, faster, and sometimes cheaper.”
  2. Less is More… But More is Better: “Consumers are looking to maximize their buying power and get the most with the little they have. Retailers who bundle products in-store and offer bonuses allow their customers to give more and get more value. It also helps retailers maintain their price and brand quality perception.”
  3. Embrace Go to Market Economy: “Retailers have the opportunity to better serve and access consumers with a shop anyhow/anywhere go to market approach. Merchants who embrace this strategy, including Home Depot, Toys “R” Us, and Sears, allow customers to shop whenever and wherever they please and then pick-up or have the goods delivered as suits them – site to store, store to home, phone to anywhere, etc. “
  4. Deliver an Authentic Brand Experience: “Customer loyalty is built year round. Retailers need to deliver their brand experience, offer special products, and deliver on their brand promise 365 days a year.  Some stores are experimenting with novel pop-up stores, flash sales, and/or tailored events to appeal to new demographics.”
  5. Individualize through Digital Convenience: “Integrate digital kiosks and tablets throughout stores to encourage feedback in online forums while in the store and provide customers with tools to easily visualize products in their everyday lives.
  6. Keep it Simple Without Eliminating Options: “Create a showcase experience in stores that provide a general overview of basic options, but enable on-floor sales managers with tools to expand in-store assortments to allow customers to customize products they’re interested in purchasing.”
Click the logo to read more.

 

Posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Social Media and Retailing, Technology in Retailing | Tagged , , , , , , , , , | Leave a comment