Hyperconnectivity and offer management in Retail 2.0
Posted: Thu Dec 05, 2024 9:31 am
The Bluetooth-based solutions that indiscriminately bombarded the audience with information and offers seem like a long time ago. Today, these techniques have become more sophisticated, seeking personalized communication with the consumer. The technology is already available and can range from sound traces, like Shazan, or beacons, such as eBeacon, which allow one-to-one interaction and improve the shopping experience. Soon we could see smart carts that guide us through the supermarket in search of a pre-filled shopping list, that receive personalized offers based on the purchase history, that show us completely segmented ads based kazakhstan phone number resource on our interests, that welcome us to shopping centers or hotels, that share our favorite purchases on our social networks or that lighten the checkout queues with a global reading of the shopping cart.
The Internet of Things paradigm will enable these and many other things, and will be a challenge for all of us who are dedicated, in one way or another, to communicating (brands and retailers included).
The management of promotions and offers will be one of the areas where this new context should bear the greatest fruit, so, at this point, it is surprising how many large retailers still manage offers and coupons in an anachronistic way, based on collecting physical documents, without any added value beyond the discount itself. These retailers, in the end, should be the first interested in implementing this type of solution, working side by side with brands and agencies, beyond the bureaucratic or organizational limitations with which they currently work, putting their focus on the customer and collecting much more complete and efficient information about them. Shopping centers are no longer a mere display of articles and need, in an increasingly competitive environment, to innovate to attract more customers, generating a more enriching shopping experience and getting to know their customers better.
From this platform we call for a greater openness of vision and a decisive commitment to the new 2.0 scenario that we already have here.
The Internet of Things paradigm will enable these and many other things, and will be a challenge for all of us who are dedicated, in one way or another, to communicating (brands and retailers included).
The management of promotions and offers will be one of the areas where this new context should bear the greatest fruit, so, at this point, it is surprising how many large retailers still manage offers and coupons in an anachronistic way, based on collecting physical documents, without any added value beyond the discount itself. These retailers, in the end, should be the first interested in implementing this type of solution, working side by side with brands and agencies, beyond the bureaucratic or organizational limitations with which they currently work, putting their focus on the customer and collecting much more complete and efficient information about them. Shopping centers are no longer a mere display of articles and need, in an increasingly competitive environment, to innovate to attract more customers, generating a more enriching shopping experience and getting to know their customers better.
From this platform we call for a greater openness of vision and a decisive commitment to the new 2.0 scenario that we already have here.