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Adrian Weidmann

Principal
StoreStream Metrics, LLC

Given McDonald's struggles lately, they would have been a lot smarter to embrace the clever nature of Burger King's public invitation. They would have gotten a tremendous amount of good will and free publicity. Having walked the corridors of large retailers with significant competitors the hatred for each other...

Years ago I discovered that lawyers are not bound by non-compete clauses. As such, none of us should be bound by contractual clauses to leverage our expertise on our terms. I do support non-disclosures and I believe it would be unethical to share future plans and proprietary insights with...

This technology will indeed have a significant impact on brand, retailer and shopper communication. The same rules of engagement need to apply with respect to privacy and opt in matters, but audio can be a powerful medium to reach shoppers given the ubiquitous acceptance and use of headphones.

Imagine the...

It is imperative that retailers and brands design and activate all advertising, marketing and promotional (AMP) campaigns to be aligned across all channels available to shoppers.

Start with understanding who the target customer is for the particular product or service. Then determine the channels that this target audience uses for...

Security will drive the implementation and ultimate acceptance of facial recognition technologies in retail environments. It is incumbent upon brands and retailers to use the technology responsibly for marketing and promotional purposes. Simply leveraging someone's presence to throw some marketing and/or promotional spam in front of them will alienate...

In-store shopper marketing will also benefit greatly from data-driven programmatic marketing, advertising and promotion. The online example cited can also describe an in-store data-driven experience enabled by mobile and/or digital shelf signage.

Imagine that same shopper walking into a health and wellness retailer and the brand (and/or retailer) knows that...

Free shipping is a fundamental driver for online shopping. Its cost should be factored into a marketing expense or even a broader cost of doing online business. Apparel shoppers will simply avoid using sites that don't offer free shipping and a generous return policy.

Over the past year I've been...

These decisions aren't made in a vacuum (hopefully!). Target is simply trying to sell more stuff. If a simple sign helps achieve that goal, then bring on the signs! If the simple sign is accompanied by coverage on mainstream media then the ROI on that sign just went up...

Beacon technology will become a powerful vehicle to communicate with shoppers before during and after their shopping journey. The mobile app that is required is the barrier to broader acceptance and usage. There is new innovative technology available that uses beacon technologies that are not encumbered or constrained by...

Investing in the in-store experience that is valued by shoppers will drive both online sales and develop (as well as maintain) an ongoing shopper/brand relationship. The store is a physical location in which you have an opportunity to create a community of happy, surprised and delighted brand citizens if...

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