Nabco Retail Shelving Systems
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Why Retailers Should Embrace Social Media & Smart Tech

Ryan Willis

In an age of instant communication and seemingly boundless technological advances, consumers expect a seamless, fast and efficient retail experience that can be tailored to meet their needs. Recent innovations include Apple and Android Pay, iBeacons and even in-store tablets, but smart tech solutions like these certainly do not come for free. So why should retailers embrace both social media and smart tech in their online and offline stores? Let’s take a look…

1. To personalise the shopping experience

Beacons are big news in 2016. Once used primarily to alert customers to discounts and coupons via Bluetooth, beacons are now transforming the shopping experience. Shoppers can now download a retailer’s app, opt in to beacons and learn where the particular items they are looking for are located in store. Retailers including Asda, House of Fraser and Ted Baker have all trialled in-store beacons that send push notifications directly to shoppers’ smartphones as they walk around the store.

In the future, customers will also be able to share shopping lists with sales associates before they arrive in the store. This will allow stores to market to customers as individuals with specific preferences, rather than in a more general way.

2. To market directly to customers in store

Near-field communication (NFC) is a technology that allows data to be exchanged between two electronic devices in close proximity. NFC is a fantastic tool for mobile and digital marketers, as it allows customers to simply tap an ad to receive interactive content, download vouchers and engage with your brand online.

This technology is also being used to revolutionise the way we pay, with a recent NFC development, Google Wallet, essentially digitising a customer’s entire wallet. This allows customers to pay using a connected account and coupons.

3. To create interactive point-of-sale campaigns

A creative agency recently launched the first interactive point-of-sale campaign in the UK, bringing existing store shelving to life with animations and real-time data. Working on behalf of the confectionery brand Nestlé, the agency created a system that can centrally control and distribute branded content to supermarkets across the UK, or to each store individually. This information can be used to target consumer preferences and advertise product promotions. The result was a 41% increase in sales of Nestlé’s Quality Street brand in outlets featuring the technology.

4. To communicate in the most relevant way

Snapchat is one of the more recent social media platforms to take the digital world by storm. With 100 million active users, this photo messaging app is increasingly being used by retailers as a form of advertising. Snapchat can be used to tailor promotions and offers to particular customer groups. As well as offering the potential for instant communication with customers - something retailers must be ready to respond to - Snapchat can also deliver additional information to customers. For example, fashion retailers can comment on the outfits at a recent red carpet event and offer similar ensembles which are available to buy in store.

While some technological advances are more gimmick than retail reality, Nabco’s innovative range of shelving solutions can bring your store comfortably into the 21st century. For more information, please get in touch with our team today.

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