Shopper Marketing - March 2016 - 20


PROGRAMS

" Everything starts with listening to our guests.
Understanding what their needs are, what their lives
are like, what role we play ... and trying to create
experiences that deliver on that."
David Plante, Target

be operated by Minute Clinic.
Liebmann and Plante give examples of
other retailers also finding ways to deliver the
"magic":
n Urban Outfitters' New York Herald Square
location, where guests can not only buy
clothing, shoes and accessories but also
visit shop-in-shop departments including
a hair salon, coffee bar and the chain's firstever beauty shop.
n Argos in London, which opened a shop in
an underground station, Cannon Street,
where customers can place orders as well
as pick up online purchases.
n Toms Roasting Co., where in addition to
browsing the shoe collection, patrons can

20

y SHOPPER MARKETING MARCH 2016

buy fair trade coffee from the cafe, pick
up a new pair of eyeglasses, find a tome
in the free book swap and hang out in the
backyard patio. "Shopping happens while
you're there," says Plante of Toms, "but it
doesn't feel just like shopping."
And though not a retail location, Uber is
frequently mentioned by the two as influencing consumer expectations. Riders can see the
entire process, know the driver who is coming
and rate the experience. "It's efficient. It's personal," Liebmann says. "When you think about
a traditional retail store, even if they have your
credit card, they aren't encouraged to call you
by name. Yet it's those smaller moments that
SM
are really powerful."



Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
Shopper Marketing - March 2016 - 12
Shopper Marketing - March 2016 - 13
Shopper Marketing - March 2016 - 14
Shopper Marketing - March 2016 - 15
Shopper Marketing - March 2016 - 16
Shopper Marketing - March 2016 - 17
Shopper Marketing - March 2016 - 18
Shopper Marketing - March 2016 - 19
Shopper Marketing - March 2016 - 20
Shopper Marketing - March 2016 - 21
Shopper Marketing - March 2016 - 22
Shopper Marketing - March 2016 - 23
Shopper Marketing - March 2016 - 24
Shopper Marketing - March 2016 - 25
Shopper Marketing - March 2016 - 26
Shopper Marketing - March 2016 - 27
Shopper Marketing - March 2016 - 28
Shopper Marketing - March 2016 - 29
Shopper Marketing - March 2016 - 30
Shopper Marketing - March 2016 - 31
Shopper Marketing - March 2016 - 32
Shopper Marketing - March 2016 - 33
Shopper Marketing - March 2016 - 34
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Shopper Marketing - March 2016 - 36
Shopper Marketing - March 2016 - 37
Shopper Marketing - March 2016 - 38
Shopper Marketing - March 2016 - 39
Shopper Marketing - March 2016 - 40
Shopper Marketing - March 2016 - 41
Shopper Marketing - March 2016 - 42
Shopper Marketing - March 2016 - 43
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http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
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