Georgie Torrens highlighted late last year, tech savvy consumers are shaping a new, more digital shopping experience – both online and in-store. As the article in Marketing magazine predicted, global phone manufactures have started committing to technologies such as near field communications (NFC), and integrating all marketing touch points with technology. This was highlighted as the next big opportunity for brands.
Following the same line of thought, a recent BRW article explores how other technologies such as digital signage, QR codes linking advertisements to smart devices, digital wallets or 3D avatars and images assisting with size and style, are acting as new digital pathways helping brands understand and connect with consumers at the point of purchase. The article also reinforces the prevalence of NFC technology in incorporating an online experience into physical shopping in-store.
Interestingly, the increased use of technology in retail has also resulted in marketing and creative teams working closer with IT departments when creating business strategies, to ensure customers are met on the channel that suits them best. As National Online Retailers Association chief executive Paul Greenberg says, “It is less about meeting multi-device customers and more about meeting customers the way they want to meet you.”