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Sarah Jacobsma

The Rise Of Pop-Up Shops - 8 views

www.retailtouchpoints.com/...2796-the-rise-of-pop-up-shops

mk473 promotion pop-up shops

shared by Sarah Jacobsma on 04 Nov 13 - No Cached
  • “It’s a very strong customer acquisition channel for us. It’s our one chance to get new customers and explain who we are, what we’re all about and what we can offer them.”
  • With a successful strategy in place, retailers that leverage pop-up shops can boost profits as well as brand awareness significantly
  • Pop-up stores are emerging as valuable tools that incorporate both marketing and retail into a temporary, cost-adjustable package. A retailer can choose to play it safe with a quiet, low-overhead store to garner interest, or they can execute a full-blown advertising campaign. The flexibility of the pop-up allows vendors to explore these options in scalable ways.
  • Sarah Jacobsma on 04 Nov 13
     
    This article focuses on how retailers use pop-up shops to gain customers attention that allows retailers to tell the story of a brand to drive customer awareness and brand perception.
  • ...4 more comments...
  • Lindsey Wacnik on 05 Nov 13
     
    I think this article really brings up a great point about the importance of a physical presence for a brand even if it is for a limited time. It will be easier for an unknown brand to get potential customers walking by the store to come in and check it out, but online it would be much harder to lure in the potential customer to browse around. There is no such thing as an organic shopper online, as the article states. I think pop-up stores are a great way to gain brand recognition and create/strengthen brand perception.
  • Kyle Werner on 05 Nov 13
     
    It's very interesting that this is becoming a trend. I recently read an article discussing the future of retail may lie in kiosks! Pop-up stores are similar in some ways to kiosks, so maybe the trend is slightly off from what experts predicted?
  • Krista Lawson on 05 Nov 13
     
    I think this concept seems like a good idea especially for those brands that do not currently have physical stores. Being able to get a customer to interact with your product is a sure way to get them a step closer to buying is. I think it could also help drive people into the scarcity concept we covered earlier. If they know these stores are only pop ups and really like the products they may be more driven to come in store and buy more.
  • meganbos on 05 Nov 13
     
    Pop up shops are becoming increasingly popular. At Vera Bradley we focused on pop up stores in resort towns that had temporary seasons. It is interesting that stores can target select locations that can deliver a high profit over cost for their temporary setting.
  • Carly Foley on 05 Nov 13
     
    I agree with Krista. As a customer, I want to see the product so this is a great idea for brands that don't have that physical store to interact with. I won't buy something if I can't see it. I have to know it is really worth it. That is why I don't ever do online shopping except for school books.
  • Emily Prellwitz on 05 Nov 13
     
    I like the idea of pop-up stores because it helps a store be more versatile and makes the store be more mobile, while still having a brick and mortar store. I even read an article recently on employee relations and there was a company that had a pop-up Tiffany's store at one of their events where the entire employee base had a chance to browse through the pop-up store and got free giveaways complimentary of the company. Doing events like this get people into the store and browsing even if it is only for a company event.
Kate King

Retail Stores Are Tracking You Like Crazy ⚙ Co.Labs ⚙ code + community - 8 views

www.fastcolabs.com/...es-are-tracking-you-like-crazy

mk473 environment 2 technology ethics privacy

shared by Kate King on 16 Sep 13 - No Cached
Sarah Wesp liked it
  • Lina Goens on 16 Sep 13
     
    I like it! I want to be recognized, greeted, and assisted if I need to be. I can see where some people may feel uncomfortable but employees should be trained when to know when a person wants more help or to be left alone.
  • ...7 more comments...
  • rteufel on 16 Sep 13
     
    To me this seems like the next logical step. What as worked extremely well in online stores (I have worked for one for 5 years and we made a considerably large ratio of our revenues with cross selling on product pages), might also work in actual retail stores. It will, however, take time until customers get used to being "spied on". In my opinion they WILL get used to it, the same way everyone got used to facial recognition in facebook, data collection by Google, and customer profiling by Amazon.
  • Kyle Werner on 17 Sep 13
     
    What technology can do in this age and how retailers are using it effectively to further enhance their business ventures is simply astonishing! A possible next step to this if not in the development process already is if the consumer has the mobile app on their phone, the app will be able to tell what products the consumer is looking at and offer suggestions regarding the product. This could even be taken one step further, for example, if a customer is looking at lunch meat at the deli, the app could even suggest what types of condiments or kinds of sides for the lunch meat, and help assist the consumer in where to find these products in the stores. I agree with Raphael, consumers will have to get used to this business strategy, and look at the silver lining of how these tactics can be beneficial to themselves.
  • jkayjohn on 17 Sep 13
     
    I think the biggest problem with this sort of tracking is many people feel entitled to a sense of privacy. Even though in our day in age this sense of privacy does not truly exist. We are tracked by what we do and what sites we visit online everyday so it makes sense that retail stores deserve the same chance, but people I believe will feel even more violated by this sort of tracking in the physical sense if they are not being told about it. I think the best way for retail stores to go about doing this is by actually making the public aware and playing on the benefits of being able to track their customers and give them the best assistance possible. They need to have a market strategy in place that can do all of that.
  • Carly Foley on 17 Sep 13
     
    I don't know whether to be impressed or creeped out. I feel like I would want to turn my phone off any time I would go to the mall because I don't want to be bothered when I'm shopping or anything. I like to go in and get out. I am not big into shopping so I make it as fast as possible, and the fact of someone knowing what stores I am at or what I am looking at is a little weird for me. I like my privacy.
  • John Cummings on 17 Sep 13
     
    I agree with Lina this can upset some people. They may think their privacy has been invaded. But any business person would understand that this is just another marketing ploy.
  • Kara Blakley on 17 Sep 13
     
    This article is really showcasing specifically how almost no aspect of our lives is private anymore. I did a research report a few years ago on the Psychology of Food/Supermarkets and the technology that are utilizing to get our business. The "tracking" in the stores has been utilized by a few companies that send mobile coupons to your phone when you pass by certain items in the store. Not only that, but the technology keeps a record of your purchases and alerts you when you are around those items again. I even read a story of a father finding out his daughter was pregnant when she received Target baby advertisements/coupons in the mail from the child care department. Based on her previous purchases, Target's customer technology knew she was probably having a baby before her own parents did (or before she decided to tell them). From a business standpoint, I understand trying to utilize any technology means possible to get purchases, but the line is fuzzy between being helpful and being intrusive. Finding a balance between the two is something companies need to figure out!
  • Sarah Jacobsma on 17 Sep 13
     
    I agree with Lina and John. I think it is very impressive that companies can use phone tracking to help out customers. In reality how much privacy do we have these days anyways? From a retailer stand point this technology can be very helpful but from a customer standpoint it can be a little creepy. What technology can do amazes me and it will be interesting to see how it effects the way retailers and consumers interact.
  • Emily Prellwitz on 19 Sep 13
     
    I find this kind of stuff extremely interesting. I honestly like that stores can track me like this because this means that they are more likely to send coupons and deals my way for the things I want to buy. I also think this is a great way for stores to get the perfect layout of their store by seeing where certain demographics walk around.
  • Camille Sampson on 19 Sep 13
     
    This is significant because it has implications beyond just marketing to consumers. The question is, how far should we trespass into citizens (aka customers) rights in order to improve the customers experience? This isnt JUST another marketing ploy, it's an experiment in eroding consumer privacy... and it's working. Marketers realize how little consumers are informed of their own behavior and by association they realize lengths to which they can go. But as privacy erodes, what do we really gain? Sure, it's great they can send us coupons and build our customer profile, but did companies consult the consumer and get consent to do this? Is this data collection all passively done because companies know the taboo behind privacy issues? What does this type of intrusion open up in the future? I think this is seen as simply "the way things are" because we are all desensitized to businesses (and governments) violating the privacy of information. I would like to point out that historically when masses of people in power simply accept things the way they are that's when really really bad things happen (slavery, child labor, exploitation, etc). Passive accumulation of this information seems to me complicit with those who actively accumulate this information- they're both invasions. We must critically think about how allowing such invasions actually works to shape the physical and mental landscapes of our lives, are we actually prepared to deal with the consequences? So, while it may seem like this is just another marketing ploy, we instead should see this as actually another breach of private information which will continue to shape consumer behavior.
Paige Laughlin

Luxury Brands Must Develop Their Customer Experience To Survive - 4 views

www.huffingtonpost.co.uk/...ence-to-survive_n_2165351.html

mk473 customer experience

shared by Paige Laughlin on 24 Sep 13 - No Cached
  • Luxury retailers must focus on providing a rounded customer experience, rather than simply flogging goods, if they are to survive the ongoing recession.
  • brands must improve to keep their customers happy.
  • consumers want "intimacy, meaning, story, quality, provenance and a true sense of wonder",
  • ...7 more annotations...
  • New technology will be used to support this with the growth
  • mobile app
  • A personalised experience is the ultimate in luxury. You can get dressed by the styling team and understand how they see the collections being worn together; It’s like peaking behind the curtain.
  • not only a physical business but also a digital one.
  • "Shrines with apps, allowing instant exclusivity and gratification, which can be easily segmented are appealing to different demographics within a category," she said.
  • retailers have wrongly invested in technology – everyone on the shop floor has an iPad – great, but what are you doing for the customer? We believe there is no point in having an iPad when you could be there in person with the customer," she said.
  • Can luxury service really be delivered in a digital world?
  • Paige Laughlin on 24 Sep 13
     
    This article details the struggle that luxury retail stores are having with providing a "personal customer experience." Because the products are so high end, they are expecting that aspect to talk for itself; however, customers are wanting a more personalized experience than what these stores are giving them. What do you guys think about this? And also how do you feel about the technology aspect they talk about in the end?
  • ...1 more comment...
  • Lina Goens on 25 Sep 13
     
    I always expect a personalized customer service in a high end store. The store should make me feel important/special in order to create value. I also think that whether you are a VIP member or someone who stops in occasionally, it is important to treat the customers the same way. Burberry took a neat approach by incorporating the technology into their stores. (Although the store is huge for the amount of clothes actually offered.) It's a great start and I also think that technology that recognizes repeat customers would be highly effective in this environment. However I also agree when the article says "so what" to technology. These stores still heavily rely on the interaction amongst employees and customers so there is no way that technology can completely take over these high end stores.
  • Emily Prellwitz on 26 Sep 13
     
    I believe that if I am going to spend a lot of money on an item, I should get treated with high end customer service.This is a reason why a lot of top brands have personal shoppers, because they know their target customer is willing to spend a lot of money for high quality goods. It is also important for high end retailers to display the value of their goods through the value of their store, even if it means dishing out a lot of money for renovations. Burberry is on the right track with integrating technology into a store that would not normally have this kind of technology. This technology gets the customer more involved in their shopping experience instead of just browsing around the store.
  • John Cummings on 26 Sep 13
     
    These luxury brands will not die. They may not be making the revenue they desire but they will not disappear. My mother for example has more of these items them I care to know. It is people like her that will keep this industry from disappearing. However with the economy it will be difficult to find new customers. But yes making the customer experience more personable will continue to bring the already loyal customers coming back. I do believe those five things they are going to change will help. But it will not necessarily bring in new customers.
Kate King

Study: Physical stores still key to consumers in omnichannel world | Chain Store Age - 0 views

www.chainstoreage.com/...ey-consumers-omnichannel-world

MK473 place physical stores

shared by Kate King on 29 Oct 13 - No Cached
  • .  It found that consumers spend the majority of their time shopping in stores (61%), followed by online (31%), catalog (4%) and mobile (4%).
  • Consumers shop in different stages beginning with research, followed by testing, purchase, pick-up or delivery and after-sales experience. Digital channels play the largest role in the research phase of the process, as shoppers read online reviews and find recommendations through social media. While stores can and should play some role in all shopping stages, they needn’t play a central role in each to generate sales across channels.
Sarah Jacobsma

Is This The Future Of Retail? AT&T Thinks So - Forbes - 3 views

www.forbes.com/...future-of-retail-att-thinks-so

mk473 customer experience forbes

shared by Sarah Jacobsma on 24 Sep 13 - No Cached
  • AT&T’s research found that consumers who want to buy a specific product and have it delivered to their home will simply do it online. But for those who enter a store, their purpose is to learn, to experience, and to speak to a person.
  • AT&T’s research found that consumers go to the web to conduct ‘transactions;’ they go to a store to discover solutions to help them live, work, play, and learn.
    • Sarah Jacobsma
      Sarah Jacobsma on 24 Sep 13
       
      AT&T's research has really allowed them to create a omni-channel retailer. This allows consumers to learn about a product and use them before the purchase is made. How do you think this interaction with different phone models will effect companies such as Apple -- who already offer their customers this type of environment?
  • How do we want people to feel when they enter our store?
  • Sarah Jacobsma on 24 Sep 13
     
    This article discuses the future of retailing for AT&T specifically for brick-and-mortar locations. Their new store design will offer highly personalized services, solutions - not transactions, and emotionally engaging experiences.
  • ...2 more comments...
  • John Cummings on 24 Sep 13
     
    This validities my the presentation that I did in class last week stating that the omni-channel retailing approach is where the retail industry is heading... Great article....
  • rteufel on 24 Sep 13
     
    I agree with AT&T's stance on store layout and in-store customer service since this was the aspect of Phone retailing that was missing most of the time. At least that is my experience from Germany and the Netherlands. I think there is a huge potential for this model in other markets then the US as well.
  • Carly Foley on 25 Sep 13
     
    I like the idea of the reps having tablets and their not being a counter between the customer and the rep. It would feel so much more friendly. I kind of want to go to the store next time I'm up that way. I think it is a good idea.
  • Sarah Wesp on 26 Sep 13
     
    Great article! My article is also discussing omni-channel retailing and I really do think this is where retail is heading and think it is going to greatly improve overall customer experience!
Paige Laughlin

Nordstrom Pinterest 'Top Pinned Items' Come To Life In Stores (PHOTOS) - 8 views

www.huffingtonpost.com/...strom-pinterest_n_3510584.html

mk473 promotion onlinemarketing

shared by Paige Laughlin on 05 Nov 13 - No Cached
  • Paige Laughlin on 05 Nov 13
     
    This article details Nordstrom's attempt to promote its products in store by using the ideas and thoughts of their customer's from their Pinterest site.
  • ...2 more comments...
  • Lina Goens on 05 Nov 13
     
    Great way to take advantage of the omni-channel possibilities! In the short term it will be interesting to see if these marked products have an increase in sales. I think in the long run this will help enhance the overall brand image since Nordstrom is integrating their online shoppers into the brick-and-mortar facilities. Someone commented on the article and said it nicely, "Labeling your company's "Top Pinned Items" in the physical store is a clever way to give a nod of appreciation to your online followers..."
  • Brock Naylor on 05 Nov 13
     
    This is an excellent representation of omnichannel retailing at some of it's finest. As Pinterest continues to grow as a Titan in the social media and image sharing realm, Nordstrom is capitalizing on it's already strong foundation through this channel. Since many if it's consumers could probably be profiled as pinners, all they are doing is taking excellent basis for opinions and incorporating it into their layout, features products, and presence alike.
  • Kara Blakley on 05 Nov 13
     
    I think this is a GENIUS idea! So often on Pinterest, people label their clothing boards as "My Dream Closet!" By highlighting what items are pinned the most, women specifically feel like their dreams can become a reality! And so often with online shopping, we can't touch/feel/try-on the items. Now we can "pre-shop" online and actually buy the item after looking at it in a physical retail location! A normal item that once sat on the shelf can be highlighted as a "special" or "elite" item just with a simple circle logo! I love this idea - this article has actually motivated me to go to Nordstrum just so I can see the Pinterest logos on items! (And I'm also going to follow their boards online too!) A win-win for both the company and customer!
  • meganbos on 05 Nov 13
     
    This is similar to what Jcrew has donein only launching their catalg on Pinterest- they are then saving lots of printing costs and providing a direct link to purchase for their customers online
Sarah Wesp

IKEA's 2014 catalog lets shoppers virtually furnish a room (Video) | RetailCustomerExpe... - 2 views

www.retailcustomerexperience.com/...virtually-furnish-a-room-Video

mk473 customer experience omni-channel retailing technology

shared by Sarah Wesp on 24 Sep 13 - No Cached
  • allows shoppers to actually see how items will look inside their homes before they buy them.
    • Sarah Wesp
      Sarah Wesp on 24 Sep 13
       
      Seeing what the furniture would look like in your home before actually purchasing the item..how cool! What do you guys think?
  • scan the catalog with the AR app on a tablet or smartphone
    • Sarah Wesp
      Sarah Wesp on 24 Sep 13
       
      Creating this AR app is one of the ways IKEA is really integrating the omni-channel retailing.
  • Sarah Wesp on 24 Sep 13
     
    Be sure to watch the video in this article on how this AR app is going to work.
  • ...1 more comment...
  • Kyle Werner on 24 Sep 13
     
    IKEA is evil. Do they really have to make EVERYTHING they do fun? Consumers travel on buses to visit IKEA stores across the country, visiting one of their brick-and-mortar stores is an adventure! But now IKEA is making it fun to decorate your own room....from the comfort of your own room! This is an excellent step into the future of electronics and retailing. What a fantastic read.
  • jkayjohn on 24 Sep 13
     
    I think this is an amazing concept! Now not only have they made online shopping more fun and interactive but it is also a much more efficient way of shopping for the right piece of furniture. You no longer have to worry about taking measurements or samples to make sure the furniture matches up with the room. Instead, you can virtually place the chosen piece right in the room with accurate measurements and design and see how it looks before even buying it!
  • Sarah Jacobsma on 24 Sep 13
     
    This app seems super exciting. I love rearranging and decorating my own room and this app allows for people to physically see an idea on a screen that was originally just a vision. It is great to see how more and more companies are integrating omni-channel retailing to improve the customer experience whether it be online, in store, and mobile.
Kate King

Finish Line overhauls customer experience with new tech | RetailCustomerExperience.com - 6 views

www.retailcustomerexperience.com/...tomer-experience-with-new-tech

mk473 Finish Line customer experience retail technology

shared by Kate King on 08 Oct 13 - No Cached
  • Kara Blakley on 10 Oct 13
     
    I feel this new technology integration is a great aspect for Finish Line to incorporate into their stores. The mobile kiosks they explained will really benefit customers since it's hard for a shoe/apparel store to have every color, in every size, and every style needed - especially when there are so many different variations available. Shoes are almost more critical than clothing when a customer wants the "touch, feel, try-on" aspect. Every shoe looks, feels, and fits differently. So if customers are able to see the style and try on a similar size to know what they specifically need, I think mobile devices and kiosks will greatly benefit customers and add value to the overall Finish Line shopping experience so they can get exactly the shoe they want and not have to settle for what's in-stock. I was also excited to read in the "Keeping Pace in Omnichannel Race" article, about the Finish Line "sections" coming to Macy's stores. When I go to Macy's, I usually shop for dressy shoes or everyday styles and steer away from running/tennis shoes because I feel I need a little more guidance for a shoe that will support my foot in such physical exercise. So now that Macy's will have a section under the Finish Line name that supports active shoe purchases is something I'm very anxious to take a look at when the integration is complete! It's great to have such established and successful companies such as Eli Lilly and Finish Line headquartered in Indianapolis!
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