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Upgrading Retail with Digital Access

We're rapidly approaching the moment when every retailer has to have a mobile app to serve his physical spaces. Retailers without a mobile app will be 'disabled' and at a significant disadvantage. 

Sailthru: 4 Ways Retailers Use Digital Technology to Improve the Brick‑and‑Mortar Experience, 2019-May by Mike O'Brien

When Sailthru surveyed more than 2,000 American and British consumers, we found that most of them didn’t notice or care about the absence of stores like Sears, Toys”R”Us or House of Fraser. However, we also found that people generally prefer shopping in brick-and-mortar stores.

The catch is that consumers favor physical stores that are enhanced by technology. Using digital data to bring personalized customer experiences is challenging, but plenty of retailers are bridging the gap between on- and offline with technology such as beacons, in-store navigation and connected loyalty programs.... 

Frank And Oak, a smaller men’s retailer, shows how a more human touch can be applied to beacon technologies. When a high-ranking member of the store’s loyalty program walks into a Frank And Oak store, their mobile app, combined with a beacon, alerts a staff member to offer the customer a freshly brewed cup of coffee. 

Here is Sailthru's list of retail outlets where we can see these technologies: 

  • Beacons (some still in test): Walmasrt Nordstrom, Target
  • Loyalty: Abercrombie & Fitch, DSW
  • In-store navigation: Home Depot, Lowe's
  • Mobile payment: Macy's, Nike, Starbucks

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