This week’s articles from our retail experts include thoughts on encouraging customers to purchase offline, the increasing importance of Millenials and Generation Z to marketers, and mobile email benchmarks by industry.
- “Why Retail Isn’t What It Used to Be” [Forbes]: In the new world of retail, it’s important to be visible online and to cater to target-market customers in order to be successful.
- “Make Customers Want to Buy Offline” [Harvard Business Review]: This article outlines three suggestions to help encourage customers to purchase offline: emphasize your expertise, design the store to offer solutions, and become a part of the community.
- “Millennials a Top Target for Loyalty Programs” [eMarketer]: Monetary rewards are the most important benefits for loyalty members, with 68 percent of Millennials saying they would change where they shop if they could get more program rewards.
- “Engaging with the Mobile Consumer” [Internet Retailer]: Engaging with mobile consumers doesn’t necessarily require an app, according to flash-sale retailer Beyond the Rack.
- “Millennials Are Old News” [Business Insider]: Marketers are beginning to target a new group of young people who are growing in number and influence: Generation Z.
- “The Future of Mobile Shopping Is Not Ready for Prime Time” [Mobile Marketer]: Challenges such as attribution, staying connected on-the go, and accurate image recognition are preventing the future of mobile shopping from arriving.
- “Mobile Email Benchmarks by Industry” [MarketingProfs]: For retail, email open-and-click percentages are trending above tablets, although the click-to-open rate was higher on tablets.
- “It Turns Out People Are Using Their Phones and Not Their Computers to Surf the Internet” [Business Insider]: A recent study finds that no matter where users are, they find their phone more convenient than the desktop to help them decide what to buy.
- “Your Marketing Organization Needs an Overhaul” [Harvard Business Review]: Unilever is taking the approach to move from marketing to people, through marketing with people, to marketing for people.
- “Amazon’s Fire Phone May Be Good for Showrooming” [Business Insider]: With the release of Amazon Fire and the new feature called Firefly, will showrooming increase and attract new Amazon customers?
- “What Marketers and Agencies Want Out of Analytics” [Marketing Charts]: When asked about fundamental changes occurring in marketing, 43 percent of surveyed chief marketing officers cited analytics skills becoming a core competence over the next five years.
- “Why Old Navy’s Wildly Popular $1 Flip-Flop Sale Could Hold the Secret to Monetizing ‘Social Commerce’” [Forbes]: Old Navy is launching a Twitter campaign, giving away 4,000 flip-flops in its annual “feeting frenzy.”
Note: There will not be a post for the next two weeks. “Point of Sale: Retail & Travel Weekly” will resume July 18th.