Shopper Marketing - January 2017 - 72
Bricks & Clicks/Digital
What impact has e-commerce had on your
in-store display activity? (Select all that apply)
IT'S FORCED US TO ADOPT DIGITAL/INTERACTIVE COMPONENTS
IT'S CHANGED THE CREATIVE CONCEPTS THAT WE'VE USED
IT'S CHANGED THE PRODUCTS/SKUS THAT WE MERCHANDISE
IT HAS HAD NO IMPACT
INSTITUTE ANALYSIS: For the question about e-commerce's impact on in-store, we
allowed multiple responses. One comment from a "no impact" respondent said, "A retailer
doesn't give display because we're running a program on dot-com."
* From a "forced us to adopt digital/interactive" respondent we heard that "Our programs
are now omnichannel/360, or whatever buzzword you want to use, to ensure a
comprehensive shopper experience from online to in-store - cohesive and planned."
* In the question about mobile apps, Target received the most attention. Respondents
said its app is easy to understand and use. One respondent said, "Cartwheel effectively
engages shoppers and has decent scale. Would like to see it and other retailer apps
expand to become an in-store resource beyond savings."
SHOPPER MARKETING JANUARY 2017