Shopper Marketing - October 2016 - 98
REPORT: COMPLIANCE AND BEYOND
a two-for-one offer - all based on conditions
from the night before, he says.
Bishop says a store is being set more based
on who the core shopper is, meaning the 20%
who do 80% of the store's business. With their
data capabilities, the apps could allow for resetting a shelf to become more personally relevant to those shoppers who have embraced
the store. "It's different from putting up a standard planogram which is logic that applies to
everybody," he says.
Another example is the refrigerator notices
a craft beer was put into the fridge instead of
the usual Michelob. A crowdsourcing app can
reach out to that consumer who has opted
into this type of communication and ask a personally relevant survey question on why the
change to craft beer. The person answers and
gets a coupon to try a craft beer from Michelob.
West says that's helping to "close the loop."
The shopper has opted in to engage, but "how
" If you have a half-million eyes into retail every day, the
real room to grow is through dynamic planning and
dynamic resource allocation where every [store] is
treated differently than any other one, and the live data
feedback allows you to respond to conditions on the spot."
Panos Bethanis, CEO, Survey.com
Another vision shows how crowdsourcing
apps can merge with the Internet of Things.
The smartphone is the hub to communicate
with the smart refrigerator or smart washing
machine, so the full shopping and home-use
experience will be in front of a consumer at all
times on the mobile phone.
"Mobile methodologies are going to have to
be designed such that if you're in the middle of
capturing Amazon Dash, all of a sudden your
washing machine is computerized and it notices that you didn't put in Tide but you put in
Gain," says Rick West, founder of Field Agent.
y SHOPPER MARKETING OCTOBER 2016
do I close that loop so that I can provide feedback in a meaningful way into brands, retailers
and restaurants so that it's not creepy, and they
give me information back that makes my experience different."
That engagement can be simple too, like
clicking a "thumbs up" on Spotify when liking a
song, which then further personalizes a user's
music. West says Millennials are sharing in this
way; they give feedback to Spotify, Amazon
and others because it will make their experience better. In a crowdsourcing scenario, they
get paid, too.