Shopper Marketing - November 2017 - 26

AT P2PX | STORE OF THE FUTURE

be truly frictionless in 2025 by putting offers
directly on a user's credit card, Galinos says.
"With seamless rewards, there's an issue: I have
to ask the consumer for their credit card," he
says but adds that Millennials and younger
generations will overcome this fear as they
give credit cards to many apps already.

a shopper is at a given point in time is often
more important than who the shopper is."
A dramatic change in in-store analytics and
insights will support this, he says, with the convergence of the Internet of Things, smart products and rich-tracking data.

Quad/Graphics

A data-driven digital promotions company
that recently acquired Collective Bias to marry
social engagement data with its transaction
data, Inmar leverages a range of data and has
had its hand in load-to-card coupons, rebates,
healthcare prescriptions and more. Kris Beutel,
marketing director, promotion network, says
2017 was a breakout in food retailing. "E-commerce for food and consumables has reached
the tipping point. In record time, the industry
has gone from 'wait and see' to strategically
positioning digital commerce as a competitive
advantage - one that requires integration with
the in-store experience."
And while she too nods toward the disruption of Amazon acquiring Whole Foods and
shoppers demanding healthier options and
transparency in food, she doesn't see the keys
of retailing changing - convenience, value,
competitive pricing and a positive shopping
experience. Retail, if anything, will be more sophisticated, starting with insights that understand behavior all along the path. Retailers and
manufacturers will be more agile in consuming data and putting them into action. Lastly,
companies will need to be agile in implementing test and learn.
"Winners will go through great lengths to
incorporate agility and innovation into their
SM
corporate cultures," Beutel says.

Retail display firm Tempt In-Store Productions
is a business unit of Quad/Graphics, which
also owns an in-house integrated marketing
agency called BlueSoHo that delivers mobile
experiences that can be triggered by beacons,
NFC technology, Snapchat codes and more.
It's a combination that enables the company
to "make print work harder," according to Mike
Draver, senior vice president of sales for Tempt.
John Puterbaugh, managing director of mobile and digital, BlueSoHo, says, "We are using
mobile to amplify and connect print (in-store
displays, direct mail, inserts) together with digital engagement (social, web, email and messaging)."
As he looks five years out and more, the biggest change he sees is "we will stop pretending
there is an online vs. an offline." Draver agrees:
"On a very basic level, no one should be waiting in line for anything, ever, as mobile and
BOPUS [buy online, pick up in-store] or similar
solutions evolve."
Draver sees retail evolving further, such as
how Nordstrom opened a store with no merchandise and Kohl's teamed with Amazon for
a common purpose around product returns.
Puterbaugh identifies a change of thinking, less focus on KPIs such as same-store and
year-over-year sales and more toward "where
26

y SHOPPER MARKETING NOVEMBER 2017

Inmar



Table of Contents for the Digital Edition of Shopper Marketing - November 2017

Contents
Shopper Marketing - November 2017 - Intro
Shopper Marketing - November 2017 - 1
Shopper Marketing - November 2017 - 2
Shopper Marketing - November 2017 - 3
Shopper Marketing - November 2017 - Contents
Shopper Marketing - November 2017 - 5
Shopper Marketing - November 2017 - 6
Shopper Marketing - November 2017 - 7
Shopper Marketing - November 2017 - 8
Shopper Marketing - November 2017 - 9
Shopper Marketing - November 2017 - 10
Shopper Marketing - November 2017 - 11
Shopper Marketing - November 2017 - 12
Shopper Marketing - November 2017 - 13
Shopper Marketing - November 2017 - 14
Shopper Marketing - November 2017 - 15
Shopper Marketing - November 2017 - 16
Shopper Marketing - November 2017 - 17
Shopper Marketing - November 2017 - 18
Shopper Marketing - November 2017 - 19
Shopper Marketing - November 2017 - 20
Shopper Marketing - November 2017 - 21
Shopper Marketing - November 2017 - 22
Shopper Marketing - November 2017 - 23
Shopper Marketing - November 2017 - 24
Shopper Marketing - November 2017 - 25
Shopper Marketing - November 2017 - 26
Shopper Marketing - November 2017 - 27
Shopper Marketing - November 2017 - 28
Shopper Marketing - November 2017 - 29
Shopper Marketing - November 2017 - 30
Shopper Marketing - November 2017 - 31
Shopper Marketing - November 2017 - 32
Shopper Marketing - November 2017 - 33
Shopper Marketing - November 2017 - 34
Shopper Marketing - November 2017 - 35
Shopper Marketing - November 2017 - 36
Shopper Marketing - November 2017 - 37
Shopper Marketing - November 2017 - 38
Shopper Marketing - November 2017 - 39
Shopper Marketing - November 2017 - 40
Shopper Marketing - November 2017 - 41
Shopper Marketing - November 2017 - 42
Shopper Marketing - November 2017 - 43
Shopper Marketing - November 2017 - 44
Shopper Marketing - November 2017 - 45
Shopper Marketing - November 2017 - 46
Shopper Marketing - November 2017 - 47
Shopper Marketing - November 2017 - 48
Shopper Marketing - November 2017 - 49
Shopper Marketing - November 2017 - 50
Shopper Marketing - November 2017 - 51
Shopper Marketing - November 2017 - 52
Shopper Marketing - November 2017 - 53
Shopper Marketing - November 2017 - 54
Shopper Marketing - November 2017 - 55
Shopper Marketing - November 2017 - 56
Shopper Marketing - November 2017 - 57
Shopper Marketing - November 2017 - 58
Shopper Marketing - November 2017 - 59
Shopper Marketing - November 2017 - 60
Shopper Marketing - November 2017 - 61
Shopper Marketing - November 2017 - 62
Shopper Marketing - November 2017 - 63
Shopper Marketing - November 2017 - 64
Shopper Marketing - November 2017 - 65
Shopper Marketing - November 2017 - 66
Shopper Marketing - November 2017 - 67
Shopper Marketing - November 2017 - 68
Shopper Marketing - November 2017 - 69
Shopper Marketing - November 2017 - 70
Shopper Marketing - November 2017 - 71
Shopper Marketing - November 2017 - 72
Shopper Marketing - November 2017 - 73
Shopper Marketing - November 2017 - 74
Shopper Marketing - November 2017 - 75
Shopper Marketing - November 2017 - 76
Shopper Marketing - November 2017 - 77
Shopper Marketing - November 2017 - 78
Shopper Marketing - November 2017 - 79
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