The in-store experience is changing in many ways as digital technology is integrated into the shopping experience.
Retailers now have the opportunity to engage with customers in real-time through apps on their phones.
This modern, digital approach to engagement presents an opportunity for the maturation of in-store activation from static signage and end-of-aisle displays to dynamic, digital experiences that respond to individual behaviour.
Australian and New Zealand retailers are well-positioned to implement sophisticated in-store activation strategies.
High smartphone penetration, established loyalty programs and customer comfort with digital payments provide strong foundations. What previously required years of in-house development now deploys in weeks through purpose-built platforms.
Retailers relying primarily on mass promotions face margin pressure from multiple directions whilst training customers to wait for deals rather than shop based on preference or convenience.
Those embracing genuine personalisation build deeper relationships, command better margins and create experiences customers value.
Modern in-store activation transforms promotions and loyalty into highly engaging and rewarding wins for customers. When executed well, it delivers incremental sales to retailers and returns for brand partners.
The technology exists today. The question is which retailers will lead this shift and which will follow once competitors establish new standards for customer engagement.
Read more from Jonathan Reeve, Vice President, APAC, Eagle Eye and see how brands in New Zealand and the UK are engaging with customers on the spot in the shop here
