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Pepsi takes notes from fashion brands with holiday pop-up

Mobile Commerce Daily – PepsiCo is merchandising out its emoji campaign for its namesake brand, hoping to get in on the holiday season and tooling together call-to-action mobile marketing techniques such as a White Elephant giveaway on social media.

The Pepsi brand will be joining the numerous fashion and accessories brands who set up pop-up shops for the holiday season for its holiday #SayItWithPepsi campaign, but the shop will not have a bricks-and-mortar presence. PepsiPopUpShop.com will be available for a limited amount of time where users can shop merchandise featuring holiday versions of the Pepsi emojis that have been seen throughout the year, but it is Pepsi’s unique marketing campaign that will give the shop legs.

“Pepsi has taken advantage of the emoji craze to keep the brand front of mind with mobile consumers throughout the holiday season,” said Jonathan Portny, senior manager at BRP. “For a company traditionally bound by the brick-and-mortar shopping experience, the PepsiMoji Holiday Pop Up Shop enables Pepsi to interact with a different market of online shoppers looking for fun and convenient stocking stuffers.

“The Pop Up Shop is a no-frills e-commerce site solely focused on selling their nearly two dozen PepsiMoji-themed holiday products,” he said. “Pepsi’s #SayItWithPepsi campaign and PepsiMojis entice consumers to download the company’s Pepsi Pass mobile app by offering rewards for scanning Pepsi emojis on soda bottles.

“Unique, rarer soda bottle emojis are worth more points and points are redeemable for impressive rewards like concert tickets or travel getaways,” he said. “Pepsi uses gamification to engage and reward consumers looking for something more than the traditional in-store grocery shopping experience.”

READ FULL ARTICLE: Pepsi takes notes from fashion brands with holiday pop-up

Harvey Nichols says “Ciao” to holidays with playful tribute to Italy

Luxury Daily – British department store chain Harvey Nichols is paying homage to the culture, fashion, food and lifestyle of Italy with a festive campaign that looks beyond traditional holiday themes.

The retailer’s “Britalia” campaign, supported by the Italian Ministry of Economic Development and the Italian Trade Agency, spans digital content, in-store events, product edits and window displays. For Harvey Nichols, curating this whimsical Italian celebration may help differentiate it from other stores during this important shopping season.

“This entertaining campaign focuses on the theme of family, food and fashion, which are all extremely relevant themes around the holidays,” said Laura Sossong, manager at Boston Retail Partners. “As Italy is the on the forefront of exquisite luxury brands and design, it’s a relevant locational choice to feature as the focal point of this campaign.

“It allows shoppers to see a whimsical, inventive side of the brand which will resonate with consumers—particularly as it highlights the dramatic and bittersweet nature inherent in spending quality time with loved ones during the holiday season, which is something that is identifiable for all,” she said. “Many luxury brands have a perception of being conservative and serious, and this campaign breaks the mold on common perceptions.”

Read full article: Harvey Nichols says “Ciao” to holidays with playful tribute to Italy

Ikea’s Omnichannel Experiment

HFN – The Swedish retailer makes up for lost time with a thorough and deliberate approach to the newest form of retailing. Big boxy Ikea may ultimately prove that slow and steady wins the omnichannel race—and be surprisingly nimble at it in the process.

Ikea U.S. is broadening its vision from a traditional brick-and-mortar focused retailer to encompass an omnichannel experience, said Paul Dubie, manager at Boston Retail Partners. “At present, this transformation is still in its infancy. With broader product selection available for online purchase and delivery, mobile shopping and catalog apps, it is easy to see the retailer’s vision to offer its customers the omnichannel experience they now expect.”

“Ikea is striving to provide stock availably and inventory information that is truly cutting edge. Ikea makes it easy for customers to determine when the item is most likely to be available in her local store, based on current stock levels and forecasted shipment inventory.”

Ikea also excels at making detailed data available through the product description pages of its website, Dubie said. This includes useful descriptions, product and shipping dimensions and downloadable assembly instructions, coupled with coordinating products and related items.

Read Full Article: Ikea’s Omnichannel Experiment

Will Instagram’s shoppable-photos strategy finally usher in social media sales?

Mobile Commerce Daily – Kate Spade, JackThreads and Warby Parker will be the first to usher in Instagram’s major move to commerce, allowing users to shop products featured in photos in a way that mirrors user behavior, which could mean social media shopping may finally see the adoption rate previously expected.

Instagram is capitalizing on its users’ behavior by making it easier to shop products directly in the news feed with product pages that retailers can tag in their photos. After the anticipation of the buy buttons rush fell flat to the disappointment of retailers, Instagram’s unique experience may usher in sales and create a platform that ushers in mobile sales through an application that most mobile users are on.

“This is another example of social media platforms inventing more convenient ways for consumers to shop and buy,” said David Naumann, vice president of marketing at BRP. “With the proliferation of smartphones, consumers have elevated their expectations for convenience.

“While some retailers have been very innovative with new mobile apps and cool features, the challenge is that consumers only want a limited number of apps on their phones,” he said. “Consumers will only download apps if they are loyal or frequent shopper of the brand.

“The new Instagram features will enable retailers to extend their brand beyond they loyal fans.”

Read Full Article: Will Instagram’s shoppable-photos strategy finally usher in social media sales?

In Pursuit Of The Perfect Payments-As-A-Service Pairing

PYMNTS.com – When it comes to full-service payments, one size does not fit all. With more options available than ever before, PYMNTS spoke with Perry Kramer, vice president of Boston Retail Partners, about how his team helps retailers adopt new payments solutions. You can find that, plus the latest headlines and a directory of 75 global players, inside the October Payments as a Service Tracker™.

To find out how companies can choose the best solutions for their needs, PYMNTS recent caught up with Perry Kramer, vice president of Boston Retail Partners, to talk about the state of the full-service payments industry, the method his team uses when helping retailers find and adopt new payments solutions and what he sees coming down the pike.

Here’s a preview:

The glut of full-service features and solutions in the marketplace is having an effect not only on the modern merchant but also on the modern consumer.

As more retailers roll out experiences designed to improve their customer in-store experience, consumers are beginning to expect merchants to cater to their various whims. That may include faster or mobile checkout processes, loyalty programs, targeted promotions or many other perks or benefits.

Kramer noted that many merchants come to him and his team looking to solve this challenge by upgrading their payment systems so that they can offer their customers some of these features.

“Everything right now is centered around understanding the customer and being more in touch with them,” Kramer said. “It’s about identifying … what they want and finding out how we give them a personalized experience and, on the payments side, a frictionless experience.”
Read full article: In Pursuit Of The Perfect Payments-As-A-Service Pairing

Victoria’s Secret use of Snapchat modernizes its traditional freebie coupons

Mobile Commerce Daily – Victoria’s Secret is influencing its millennial demographic to come into its bricks-and-mortar stores through a special Snapchat freebie, in an adapted version of its iconic coupons.

Snapchat’s experience still has a cool factor for its users, allowing brands to share fun and interesting call-to-actions that require consumers to directly participate. Victoria’s Secret is rewarding users who screen shot its Snapchat coupon with a giveaway.

“Consumers are most apt to participate in campaigns where opting in is virtually effortless, particularly when a true benefit is offered,” said Laura Sossong, manager at BRP. “For this reason, screen shot technology is certainly an innovative sector to explore. Victoria’s Secret stands to benefit, as they can gauge relevance and traction of screenshot based promotions to impact future initiative planning.”

Read full article: Victoria’s Secret use of Snapchat modernizes its traditional freebie coupons

Mobile Is On The Rise, But Still Not Where Retailers Would Like It

PYMNTS.com – Mobile is one of the fastest-growing retail sectors at the moment and still projects to grow for years to come, but the technology is still not where most retailers want it.

But a new survey from Boston Retail Partners that polled 500 retail executives in North America found that mobile technology and its retail applications are still not where most retailers would like it to be. 

Of those surveyed, 58 percent of companies said they had implemented some form of a mobile-specific website, but about half of those companies that had mobile sites — 27 percent — believe their current mobile site needs improvement, compared to 31 percent of retailers who said their mobile site was working well for consumers.

Twenty-five percent of those surveyed said they planned to implement their mobile site within the next two years.

When it came to mobile apps, the numbers were even worse, with only 12 percent of retailers surveyed stating they were satisfied with their current mobile app. Twenty-four percent said it needs improvement, while another 47 percent still hadn’t implemented it yet and said they planned to do so over the next several years.

“When it comes to implementing newer mobile capabilities, according to the data, many retailers don’t seem to be there yet,” according to an eMarketer report on Boston Retail Partners’ survey. “Roughly a quarter of the executives polled said that executing geolocation and in-store customer ID technologies would likely happen in the next three to five years. Conversely, at the time of the survey, only 2 percent said they had geolocation in place that’s working well. Meanwhile, no one felt they were at that stage of success with customer identifying tools.”

Of those companies surveyed, more than half said the biggest hurdle to implementing a successful mobile strategy was the integration of the strategy itself, followed by united marketing and IT departments, followed by a lack of the staff needed to implement the strategies. But a new survey from Boston Retail Partners that polled 500 retail executives in North America found that mobile technology and its retail applications are still not where most retailers would like it to be.

Of those surveyed, 58 percent of companies said they had implemented some form of a mobile-specific website, but about half of those companies that had mobile sites — 27 percent — believe their current mobile site needs improvement, compared to 31 percent of retailers who said their mobile site was working well for consumers.

Twenty-five percent of those surveyed said they planned to implement their mobile site within the next two years.

When it came to mobile apps, the numbers were even worse, with only 12 percent of retailers surveyed stating they were satisfied with their current mobile app. Twenty-four percent said it needs improvement, while another 47 percent still hadn’t implemented it yet and said they planned to do so over the next several years.

“When it comes to implementing newer mobile capabilities, according to the data, many retailers don’t seem to be there yet,” according to an eMarketer report on Boston Retail Partners’ survey. “Roughly a quarter of the executives polled said that executing geolocation and in-store customer ID technologies would likely happen in the next three to five years. Conversely, at the time of the survey, only 2 percent said they had geolocation in place that’s working well. Meanwhile, no one felt they were at that stage of success with customer identifying tools.”

Of those companies surveyed, more than half said the biggest hurdle to implementing a successful mobile strategy was the integration of the strategy itself, followed by united marketing and IT departments, followed by a lack of the staff needed to implement the strategies.

Read Full Article: Mobile Is On The Rise, But Still Not Where Retailers Would Like It

Brands Must Be Loyal to Loyalty Members

CRM Magazine – When it comes to customer loyalty, companies often expect a lot from their most valued customers: Enrolling in loyalty programs takes effort, and then once they are enrolled, members are expected to remember PINs, passwords, account numbers, and other information or to carry around special cards or keychain tags.

Despite the hoops that customers must jump through to participate, these loyalty programs appear to be paying off for retailers, as recent research from Boston Retail Partners (BRP) found that 62 percent of retailers increased their budgets to enhance their loyalty programs in 2015. Much of the added funding went toward evolving loyalty programs to satisfy tech-savvy consumers with mobile offerings and unified commerce experiences.

Modern loyalty programs need to go past traditional earn-points-and-receive-rewards structures, according to Brian Brunk, principal at BRP. He recommends adding exclusive perks, relevant incentives, and personalized rewards as a way to further reward loyal customers.

“It’s all about engagement,” Brunk says. “Successful loyalty programs focus on immersive customer engagement and meaningful rewards that are sticky.

“Personalized offers based on personal preferences and past purchases are more meaningful as rewards and encourage participation in the loyalty program,” he adds.

Read Full Article: Brands Must Be Loyal to Loyalty Members

Advanced Mobile Technologies Are Still a Reach for Retailers

eMarketer – Most retailers in North America have a mobile website. But according to July research, deploying certain other mobile capabilities, like geolocation and customer identifying technologies, could be about three to five years down the road.

screen-shot-2016-10-14-at-10-15-06-amBoston Retail Partners surveyed more than 500 retail executives in North America on the state of their mobile technologies.

The majority (58%) of respondents have implemented a website specifically designed for mobile access. However, of those with an active site, roughly half (or 27%) said theirs needs improvement.

When it comes to implementing newer mobile capabilities, according to the data, many retailers don’t seem to be there yet. Roughly a quarter of the executives polled said that executing geolocation and in-store customer ID technologies would likely happen in the next three to five years. Conversely, at the time of the survey, only 2% said they had geolocation in place that’s working well. Meanwhile, no one felt they were at that stage of success with customer identifying tools.

Read Full Article: Advanced Mobile Technologies Are Still a Reach for Retailers

Lay’s unpacks new fan-favorite flavors with hourly text-to-win contest

Mobile Marketer – Frito-Lay has its sights set on commanding as much of the mobile space as possible with the re-release of three fan-favorite flavors, enabling consumers to earn hourly rewards by texting a code found on packaging to a designated number.

The snack food giant’s new flavors, Smoked Gouda & Chive, Chicken & Waffles and Wavy Truffle Fries, are being reintroduced to the Lay’s lineup due to popular demand. The flavors will be re-released on October 3, and the rollout is being anchored on mobile through contests, social media outreach and an official reveal event hosted by actor Josh Peck.

“Social media is a great way for brands to magnify the awareness and create a viral buzz for a campaign,” said David Naumann, vice president of marketing at Boston Retail Partners.

“Beyond regular posts on social media, savvy brands are using interactive games, voting and contests to engage its passionate brand enthusiasts to ‘share’ and ‘like,’ which spurs further engagement among their network of friends.”

Read Full Article: Lay’s unpacks new fan-favorite flavors with hourly text-to-win contest

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