As companies continue to construct digital marketing strategies and plans, one area that still remains embryonic is the use of digital in retail. The question that retailers are asking themselves is how to use digital to augment the retail experience. There are several axes as to how brands and executives are viewing the problem. Many come at it from a point of view such as:
Certainly, digital is not necessarily right for all brands and/or outlets — and certainly not yet. There are plenty of back office benefits to using digital tools and platforms, including internal communications, inventory movement, etc. However, first, the real question that marketing managers and business executives need to be asking themselves is:
In other words, what value added services can a brand/store provide to surround the base product offer.
Brands and retailers should orient their line of reasoning around the customer experience and, therefore, the customer journey. Herewith is a new infographic, created with the team at Yopps (Yael Rozencwajg and designer, Renaud Ramaud) and with Antonio Meza (artist). This infographic focuses on the different ways that digital can be used in retail. The customer journey is broken down into six segments:
Below the image (jpg), you will find a link should you wish to download and/or share the PDF!
For retailers looking to inject digital into the consumer journey, several elements must be taken into consideration before investing:
If you’d like to read more about digital in retail, I created another infographic, The state of digital in retail or “digitail” here. — I note that in this post’s title and in the past, I have referred to Digital in Retail as digitail. I recently met the people who trademarked the term in Europe: Human-Inside. So, herewith, a hat tip to Ludovic and his team. Kudos.