Marketers are finding new ways to be more effective within stores and improving customer satisfaction. Retail store customer satisfaction is decreasing 15% each year, which raises a huge problem with marketers. I found a lot of information about this from a Wall Street Journal Article entitled, Luring Shoppers to Stores. They are now finding new ways to market not only outside of the physical store, but inside the store right when you arrive. They are using new virtual technology in order to be more intriguing to customers. Some examples are as followed:
J.C Penney uses a “Find More” feature in some stores which allows customers to view a wide range of their merchandise, e-mail themselves or others different items from the store, and get product recommendations
In 289 Stop and Shop stores they are incorporating a hand held scanner which allows customers to see the discounts on certain items, view a history of scanned items. They can even place deli orders and pick them up once they’re done shopping for convenience; it’s almost like a FASTPASS at an amusement park!
IPG is incorporating avatar mannequins that you can virtually dress and choose outfits before you try them on, or buy them. They are also intruding a virtual mirror which allows you to scan clothes and virtually project what it will look like on your body shape before even stepping foot into the dressing room.
Other stores are trying to use mobile phones to send discounts and promotions straight to their phones. Stores such as Dunkin Donuts and Best Buy are trying to incorporate this into their marketing strategy.
The question I must asks is how effective is this? I guess we will have to wait and see, it is definitely an expensive way to intrigue customers but the return may be worth it. Could all of the technology be a turn off to potential customers?
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