Whether you're the market leader or a local startup, The Brand Show offers ideas and insights to help you grow your retail brand. Through expert articles and thought-leader interviews, we look at the brands, trends and shopper marketing strategies that shape our retail world.
You could say she’s tapped into something pretty awesome in the retail environment. Theresa Billy, founder of Near Field Connects, discusses the mobile technology of near field communication (NFC) and what it offers retailers. NFC is essentially radio communication between two NFC-enabled devices established by bringing them together in close proximity, i.e. technology that allows consumers to pay with a simple tap of their phone.
Theresa illustrates how NFC can create valuable customer interaction by engaging consumers in retail outlets and then securing sales on their path-to-purchase. Unlike QR codes that require downloading a reader app… read more.
When I was about twelve, my oldest brother made a post-college trek to Europe. I gave him a few bucks and a plea to bring me back a Swiss Army Knife. A real one. From Switzerland. Screwdrivers, tweezers, a saw, a corkscrew (for all those corks seventh-graders need to unscrew) and even a magnifying glass.
The funny thing about Swiss Army Knives, though, is no one really gives a rip about the knife part. Even though it’s called a “knife,” the reason to get one is to have all those other tools, the things we need to get things done. Mobile phones are that way, too, but in a much bigger way. Rather than gut a fish, tighten some screws or magnify… read more.
Thanks to the recent media blitz on distracted driving, most of us are well aware of the dangers of mobile multitasking behind the wheel. But have you stopped to consider what digital distraction may mean in other areas of life? As a retail strategist, my mind immediately goes to shopping and the challenge of sustained attention in a mobile world.
With all the excitement around mobile marketing and m-commerce, it’s easy to miss the deeper, behavioral implications of mobile ubiquity. Yes, mobile technology gives retailers new opportunities to connect with shoppers, but it also gives shoppers new reasons to disconnect from shopping experiences.… read more.