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Some retail marketers believe that a killer campaign begins with a big idea. Those marketers would be wrong.
Showrooming notwithstanding, the rise of the smartphone is a huge opportunity for retail marketers to up their in-store game. That intersection of online and offline – that space where digital benefits cross over to the physical shopping experience – can be omnichannel Nirvana.
Not all stories conclude with “happily ever after.” But by truly understanding the essence of brand storytelling – and what it has evolved into – retail marketers can meaningfully connect with shoppers to tell tales with great success.
Talk of the “all about me” mindset of today’s shopper buzzed across the exhibit floor at the recent NRF Retail’s Big Show 2015. The hot topic was personalization, and the show offered many glimpses of ways retailers can make the customer’s in-store experience more one-on-one.
Retail marketers, using customer behavior-driven store design, the psychology of shopping, principles of sensory marketing and a deep understanding of human nature know all about manipulating the shopper. But many shoppers are now wise to the game.