It’s that time of the year when thinking caps go on for brand marketers, retail outlets and just about anyone in the consumer products space. It’s the time to come up with the most creative marketing promotions and ideas that can offer the all-important push for holiday sales. Sales, promotions, coupons, offer codes, contests, online campaigns are on everybody’s mind but those were last years’ buzzwords.
This year the words making the rounds of the really innovative brands that are plotting something to set themselves apart are showrooming, QR codes, mobile content and smart phones.
At least, that’s what IDC’s latest retail insights reports indicate. Quoting from a recent post in mobilecommercedaily.com:
“The biggest news is the rate of adoption for showrooming – we have 48 million consumers who will be showrooming this year,” said Greg Girard, an analyst at IDC Retail Insights, Framingham, MA.
“Things like a Web site that is optimized for a mobile phone, a smartphone app and smart QR codes – these are things that are going to save the sale for the omnichannel shopper,” he said.
Showrooming refers to the use of smartphones within physical retail outlets or showrooms to access data, product information and price comparisons of products that are at the outlet and catch a potential buyer’s interest. This rapidly growing trend of relying on instant mobile connectivity to look up and research product information and price comparisons is set to massively impact holiday sales figures this year with IDC pegging the figure at up to $1.7 billion where mobile behavior will influence purchase decisions at the point of purchase.
The practice of showrooming and using smart phones during the shopping process has grown significantly over the last year and a number of innovative brands are poised to leverage QR codes, social media engagement and mobile optimized content while structuring their holiday season promotions to step up engagement, capture buyer attention and drive up the sales tapping into the mobile-guided shopper.
Brands equipped with the mobile commerce infrastructure to cater to showrooming have the upper hand since their campaigns and promotions can be linked and pushed to the buyer at that “critical” decision making moment right when the buyer is in front of the product.
According to the mobilecommercedaily.com article:
The report reveals some of the ways that retailers can address showrooming, with approximately 70 percent of shoppers planning to showroom this season saying they will be “more likely” to buy from retailers who offer full-featured mobile Web sites, provide omnichannel convenience across stores and Web sites, support smartphone shopping apps and offer price comparisons via QR codes.
So if you are thinking about how to push those holiday sales figures for your brand, get customers excited and engage them in an innovative way, think along the lines of showrooming and that may be a foundation to build your plan around!