There are always new things happening in the world of shopper marketing. The Integer Paris team recently attended Paris Retail Week to see and hear the latest in shopper marketing, commerce and retail. Below is an overview of the key trends we spotted.
1. Gamification as a New Way of Engaging Shoppers
While mobile coupons are everywhere, shoppers do not seem to be seeking out or using them as frequently as they once had. Even when we have the data to target shoppers’ interests and preferences, redemption rate remain low. That’s why a startup called “Dilit” decided to reinvent the way shoppers earn vouchers. The idea is simple, inspired by Pokemon Go and thanks to augmented reality and geo-tracking, consumers walking with their smartphone can catch discount coupons anywhere. This is just another idea to inject fun in a serious promotional strategy to get efficient sales results.
2. Make the Point-of-Sale Experiential
Nowadays, retail is all about experience with the goal to engage consumers through a memorable moment. “Smart Pixels” is a startup that puts new light on products, literally. They can make any object interactive through intelligent projections. Using their ‘augmented reality’, they animate real physical objects with textures & colors creating a true experience for the customers. Consumers can interact with products in-store and brands can imagine limitless amount of content to push.
3. More Effective Collection and Use of Data
The true difference between our jobs today and yesterday is the amount of data we are able to gather. This data allows us to know our shoppers better and to address them the best message at the best moment. But there is still a challenge to get the data. So, “Dolmen” decided to leverage the same tools than in the digital world, but in point of sale. They create games on a digital device in store that catch shoppers’ attention while making them update their data and get e-mails opt-in. The data gathered in point of sale is then used to target customers
These are just a few of the observations from Paris Retail Week. In addition to the above, we also noticed that many start-ups are proposing similar solutions in the field of data and logistics. Is this the start of a bubble in the market for data providers? What will this mean for marketers and brands? And how will it impact shoppers today?
Contributed by: Jeanne Le Barbenchon, Integer Paris