Surviving the New Consumer

Consumer messaging is now a 7x24 exercise. What used to be just TV, circulars and in-store is now a weave of continuous messaging. So, how do you reach your customers? When they see your messages are they more likely to be turned on or off? When they honor you by showing up at your store, do you honor them in return or disappoint them? Never before has retail messaging demanded such strategic measures in how retailers connect to their consumers effectively and purposefully.

But, just because a retailer implements the newest marketing trick to reach their consumers or re-brands themselves to generate new interest it doesn't mean they're always fitting it to the bigger picture. And that is, from here on out, solely the consumer and how they’re shopping.

What not to do: the QR code is there, the scan-ability is not.

We’ve entered an era where the most frequently used technology exists in the palm of your hand, where phones have metamorphosed into appendages because they’re so much more than phones now, and the desktop computer has been left at the office (and even there it dwindles). We’re mobile, baby, and moving quickly. We’ve created the devices that can keep up with us, and have customized them to our individual needs. So, how can retailers jump on that bandwagon and cater to their consumers through the technology bit closest to their heart?

Through honesty, transparency and respect.

That may sound a bit elementary, but retailers should be considering the shopper profile vs. the shopping profile. The old school of thought surrounding retail messaging begged the question, “To whom are we talking?” Whereas the new school of thought pushes the envelope and asks, “What are they doing?” Instead of basing retail messaging solely on audience profiles and demographics, more than ever, it’s important to understand how your demographics are shopping, on which channel they’re surfing and how you might genuinely grab their attention through these channels.

The best and most pertinent effort in retail messaging strategies that attempt to fulfill the above requirements is QR codes. These little hummers provide mounds of information that don’t clutter and distract from what it is you’re trying to say. They also have the capacity to contain promotions and speak to loyalty programs generated from user-specific data to create a truly customized experience for your shoppers.

This sign is good-looking and all information is presented clearly

And, consumers are not the only audience reaping the benefits of this new technology, so, too, shall retailers profit. QR codes have the ability to track who is looking at what product, and in which store they’re browsing, invariably raising the level of communication between retailer and consumer.

This new facet in consumer information enables retailers to efficiently alter inventory from store-to-store, increasing operational efficiency and customer satisfaction. Talk about two birds.

However, while the potential of QR codes (and other technologies of the like) are boundless, no one wants to be the guy that implements the newest marketing technology and have it be a complete flop. So, be thorough. The point of QR codes are to engage the consumer and provide them with even more information on the device they’re already holding. When they go to scan that code, give them something worthwhile that will instill their confidence in your product and your delivery. And make it your motto: if you deliver, they will scan.



Blogged to you by:

Jonathon Moulton, Chief Product Officer and Vice President Development at AccessVia

Jonathon is equipped with multi-dimensional technical skills that are the foundation for the flexible design of AccessVia technologies. He provides architectural leadership for all AccessVia products and offers insight to clients for building better systems. The combination of his experience with retail technology and his foresight and understanding regarding trends makes him an undeniably keen observer.