In-store product reviews are coming in many different forms.
Yesterday we discussed the forthcoming impact of mobile device apps.
Today is simply another point of validation about this direction of the brick and mortar marketplace. Shoppers find shopping "blind" with little to no product information unacceptable. Product details, comparisons and even reviews are an absolute necessity in the mind of today's shopper.
Providing this information in your store in a CONTROLLABLE format (vs. the format chosen by a mobile provider) requires the installation of an in-store network of touchscreen devices.
Whether you use 15" or 42" screens to interact with your customer is immaterial. Retailers MUST make a commitment to installing a network before content to be delivered on that network is worthy of discussion. Yes, the possibilities are endless but if a firm is not prepared to make the hardware purchases necessary to engage their customers in the manner shoppers desire they are making a loud statement about their interest in engaging (and retaining that customer).
Once installed this in-store network is not simply "digital signage". (Digital signage is little more than noise shoppers are forced to tune out.) An in-store network opens the door to interactivity with shoppers. The shopper's inputs are then captured and analyzed so the future shopping experience can be modified to better suit their needs.
In-store networks are little more than Direct Marketing for the new millennium.
Direct Marketing altered the playing field once. It is going to do it again using this new medium.
No comments:
Post a Comment