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Shopper Experience

Shopper Engagement delves into the latest trends and strategies retailers are using to cultivate long-term relationships with shoppers. Social media, mobile technology, in-store tablets and more are covered in this section. Subscribe to the feed and stay in touch with the latest retail happenings.

The Pearl Source Increases Click-Through Rates By 38% With Trustpilot

Although it is imperative that retailers have a consistent marketing strategy that extends across all channels, more consumers are relying on peer feedback, ratings and reviews to make their buying decisions.

The Pearl Source, an online retailer specializing in pearl jewelry, struggled to provide customers with an outlet where they could share their thoughts and opinions about products and their overall brand experiences. The company partnered with Trustpilot to develop a dedicated location for customers to share reviews. Within 30 days of implementing the solution, The Pearl Source witnessed a 38% increase in click-through rates and a 5% decrease in cart abandonment.

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“Everyday Earners” Prefer High-Frequency Loyalty Programs

RR Pointscom imageMore loyalty program members (83%) earn points and miles on everyday purchases than through any other rewards-collecting method, according to research data from Points. As many as 81% of loyalty members seek out bonus point offers, while 69% make big purchases on reward-earning credit cards.

Retailers that implement loyalty programs have the opportunity to provide customers with extra value and show their appreciation for their ongoing purchases. The loyalty industry currently is valued at $48 billion, according to COLLOQUY, and includes 2.65 billion U.S. loyalty membership accounts.

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Whole Foods Launches Wine Delivery Service

wineclubOn the heels of the announcement of one-hour grocery delivery, Whole Foods Market has partnered with wine.com to launch Wine Club, a subscription-based wine delivery service.

 “We were the first national grocer to open wine bars in our stores and the first to serve wines from kegs in order to preserve freshness and encourage sustainability,” said Doug Bell, Global Beverage Buyer. “The Wine Club by Whole Foods Market marks another first for the company, and we see it as the next evolution to satisfy and delight our very passionate wine shoppers.”

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Schwan’s Becomes Go-To Source For Tailgating Needs With HelloWorld

SchwansWith the college football season underway, many consumers like to spend their weekends watching games and eating their favorite foods. During this time, food brands and consumer packaged goods companies strive to stand out and engage customers across all channels to drive in-store sales.

Schwan’s Consumer Brands launched its college football web site TailgateAtYourPlace.com to promote its pizza brands: Freschetta, Red Baron and Tony’s. Digital and mobile marketing agency HelloWorld launched the mobile-optimized site, which is designed to offer consumers an online destination for all their home tailgating needs. The site includes sweepstakes, recipes, tailgate hosting tips, contests, trivia, an interactive “Football Blitz” game and a scavenger hunt. The promotion went live on Aug. 1, 2014, and will run until Jan. 10, 2015.

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90% Of U.S. Shoppers Received A Gift Card Over The Past Year

RR Giftcard image 1Up to 77% of U.S. consumers have given a friend or family member a gift card in the past year, while even more consumers (90%) have received one or some gift cards over the same period of time, according to the Retail Gift Card Association.

In the spring of 2014, the Retail Gift Card Association surveyed more than 1,100 U.S. consumers on their use of gift cards, their preferences for giving and spending the cards, and their overall willingness to embrace new gifting options.

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ZinMobi Targets Consumers With Personalized Mobile Messaging

SS site only ZinMobi imageConsumers are becoming more tech-savvy and are expecting more personalized shopping experiences. As a result, retailers need to find ways to cater to these evolving preferences by creating more relevant campaigns and messages across all touch points.

Mobile marketing technology provider ZinMobi has built a platform designed to deliver targeted coupons and messages directly to consumers’ mobile phones. Using a personal targeting algorithm based on an individual consumer’s transaction history, the solution can tailor mobile message content effectively. Coupons can be delivered through text, email or an app, and are aimed to help boost coupon redemption rates and overall sales.

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Blinds.com Boosts Revenue By 92% With Liveclicker

BlindsTo differentiate from the competition, online retailers are focused on creating more visually compelling experiences for consumers. Some retailers are embracing video to help create this more memorable experience, as it helps add more context and detail to product images already available on the site.

Blinds.com is an online retailer with more than 200 “how-to” and product-related videos in its library to help guide consumers throughout the browsing and buying experience. After enlisting video commerce solution provider Liveclicker, the retailer was able to build up its video arsenal and increase revenue by 92% between Q1 2013 and Q1 2014.

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Genesco Taps EarthLink To Improve In-Store Experiences

Screen Shot 2014-09-05 at 11.53.51 AMSpecialty retailer Genesco has upgraded its EarthLink-powered network as part of its plans to further improve the brick-and-mortar experience. The technology will be applied to several brands under the Genesco umbrella, including: Johnston & Murphy, Journeys, Journeys Kidz, Underground by Journeys and Shi by Journeys.

Genesco relies on a private EarthLink MPLS network to run in-store POS, inventory management and employee communications in its stores

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Highmark Educates Consumers On Health Care Through Branded Storefronts

The Affordable Care Act has caused a stir among consumers, and they’re seeking education and resources to help them understand how the new law will impact their lives.

Highmark engages with customers face-to-face through its storefronts, which are called Highmark Direct locations. These stores are marketed across channels with help from HackerAgency, a digital marketing agency.

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Kohl’s And Target Get A’s In Back-To-School Advertising

target-give-supplies-small-8Kohl’s and Target received the highest scores on their back-to-school ads, according television and video analytics solution provider Ace Metrix

While Target received the highest single score (673) for its “Supplies They Need” ad and a 571 for its general “Back To School” spot, Kohl’s received the highest average score for all 14 of its back-to-school ads (552). Walmart, JCPenney and Staples received the next highest scores for all ad creative.

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Customer Service Remains Critical For Smartphone Buyers

RR B2X imageSmartphone and tablet users in the U.S. consider customer service and after-sales service to be paramount throughout the device-buying experience, ahead of factors such as general contractual terms and conditions, and brand image, according to research from B2X Care Solutions.

Overall, most American respondents are satisfied with customer support made available for their mobile devices. At least 55% of smartphone users rated their service a “9” or “10,” while 77% of tablet users gave their services the same rating. Mobile customers expect the same level of service throughout all support channels (manufacturer, in-store, call center, online), according to the study.

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GameStop Begins Chain-Wide Beacon Deployment

GamestopBeacon technology can help retailers better understand consumers’ path-to-purchase and, in turn, deliver more relevant offers and messages while they’re browsing in store aisles.

GameStop recently kicked off a chain-wide deployment of beacons from Gimbal, as well as the iBeacon promotion platform from Shelfbucks. The technology was implemented throughout August in 36 test stores in Austin and College Station, Tex.

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Using Personalization To Meet The Complex Expectations Of Millennial Shoppers

VP SmartFurniture head shot 082614Now that e-Commerce has existed for the better part of 20 years, the online marketplace for furniture and home goods is starting to see a rise in buyers who grew with the internet. As these young consumers move from grad school to the workforce and into married life, they continue to use the internet for everything — including making large purchases online. So, categories like furniture and appliances — once thought to be illogical for ecommerce, are starting to see significant growth due in large part to the growing numbers of millennials.

Millennials have lived a significant portion of their social and consuming life on the internet--so the thought of having to physically see, touch or feel and item before buying it is not typically in their thought processes. 

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