Marketing for Retail: 3 Strategies That Don’t Scale


Technology is evolving at rapid rates. Consumer sophistication is improving. And customer demands are changing. Now, more than ever, companies must build personalized campaigns that enable customers to have it their way (thanks, Burger King!). And of course, campaigns must be executed in a timely manner, and within budget to ensure that growth and profit goals are attainable.

To stand out from the crowd, it’s critical for businesses to build scalable interactive marketing strategies for retail. They should be flexible enough to accommodate industry trends and realities—all without crushing the infrastructure of your people and processes. In scalable systems, when you add a channel or customer segment, you still have the ability to adjust things to suit your needs.

It takes more than traditional methods and disjointed systems to engage consumers and grow. It requires immersive, unified technology and campaigns. To help illustrate the adverse side of strategies that don’t scale, consider the following.

Traditional Media

3-marketing-strategies-for-retail-1.pngThe death of traditional advertising has been discussed for years. Hyperbole aside, these days, this rumor isn’t too far from the truth. From publications and printed content, to billboards and direct mail, these mediums are becoming irrelevant. In fact, research shows that 84 percent of Millennials neither like nor trust traditional advertising. With this in mind, it becomes clear that traditional advertising is far from scalable.

Perhaps unsurprisingly, social media is a catalyst for this change. Consumers simply demand a different relationship than what traditional advertising offers. Brands must move from “closed systems” and adopt “open systems” in which consumers become brand architects. Makes sense, right? Campaigns must now position their consumers at the center of their campaigns—and modern marketing for retail must place an emphasis on people over the actual advertising.

Engagement is crucial for brands looking to succeed. Interactive marketing campaigns—those that offer customizable, engaging experiences—are not only more effective, they’re proven to generate results over time. Interactive campaigns educate, entertain, and engage audiences by providing real-time, relevant, and repeatable results.

Disconnected Marketing Channels

As consumer behaviors evolve, so do their purchasing options. With brand trust at an all-time low, it’s no surprise that traditional ad spending is on a downward trajectory. In its place, technology has emerged—and lots of it. This volume of technology has created a paradox of choice: the concept that more isn’t necessarily better. In fact, research shows that there’s such thing as too much choice. And when there is, consumers are less likely to buy anything at all.

Consistent omnichannel strategies incorporate cross-channel business efforts to influence the customer experience. This approach integrates channels such as web, social media, live chat, mobile apps, and digital hardware to enable customers to receive constant contact through multiple avenues. No matter what mediums you leverage, it’s important to ensure that everything is seamless and consistent.

Piecemeal Hardware/Software Setups

As we’ve mentioned, there’s no shortage of technology vendors. That’s why it’s important for businesses to choose the right technology options and ensure that all marketing channels are working together. It’s important to know that what works for one company might be different from what works for yours. However, the most successful teams use formalized systems and processes to ensure that their channels are in communication with each other.

Ultimately, omnichannel marketing for retail is about providing unified customer experiences. In order for this to occur, it’s important that your software and hardware work together as one. Putting together processes piece by piece can result in a disjointed system in which your technology components conflict with each other. Hardware-software integration enables businesses to create truly immersive digital campaigns.

Tying it all Together

Marketing for retail doesn’t have to be difficult. After reviewing what not to do, you should have an idea of best practices! By leveraging the best technology, brands can position the consumer at the middle of the buying experience—which helps influence their purchasing behavior and boost the brands’ bottom lines. To ensure that hardware and software are best friends, it’s important to work with a company with expertise in both.

Fuse enables companies to bridge the hardware and software gap by creating effective touchscreen apps that integrate with interactive tools—all without having to code a thing. These scalable solutions can support both small and large deployments. Paired with a variety of digital surfaces, this software provides brands with invaluable insight and customer data. And it is designed to cater to a variety of specific industry needs.

Rather than piecemeal your processes and programs, Fuse works to ensure that your marketing tools are accessible, unified, and customizable.

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