Retailers set 'seamless' holiday marketing
A Macy's employee demonstrates Macy's Backstage Pass at the store in Roosevelt Field mall in East Garden City. Macy’s Backstage Pass allows shoppers access to product information on their smartphones by scanning QR codes on displays. (Nov. 12, 2011) Credit: Jeremy Bales
Retailers never want to miss making a sale.
This season they are ramping up their online and mobile tools, aiming to be shoppers' go-to source in the stores, online and on their smartphones and tablets, hoping to create a "seamless" shopping experience among all their venues.
"Retailers have finally figured out that they have to speak one language in a holistic way, understanding that whether the consumer is entering from an ad or online portal or social media site or mobile text message, wherever the consumer enters, it has to be a seamless experience," said Marshal Cohen, chief industry analyst for The NPD Group, a Port Washington-based market research firm, "or else they will potentially lose that sale to another retailer."
That means merchants are using smartphone applications, or apps, to allow customers to download product demonstrations and reviews. They have placed kiosks in the stores and, in Sears' case, distributed iPads to sales associates, enabling access to more items online as well as in other stores, and giving customers the chance to order right then and there, with the added benefit of selecting a preferred method of shipping.
Most of the large electronics and appliance stores and toy retailers have been early adopters of this concept, offering online purchasing with in-store pickup, analysts said. Many stores and malls now offer location apps, which consumers can activate once they are in the vicinity of the store to be alerted to deals. And several have websites that show shoppers the availability of an item and sometimes how many are in stock at their local stores and online.
"We are allowing our shoppers a choice in how they want to shop and what time they want to shop," said Deanna Williams, a Macy's spokeswoman.
Vying to be the consumer's primary source for not just purchases but information, retailers have increased their use of QR, or quick response, codes, which provide shoppers a wide range of information when scanned on a smartphone.
"I think the hottest thing that is to the advantage of the consumer is the proliferation of the QR codes," said John Seidl, an Atlanta-based partner at consulting firm Kurt Salmon. "You can be in the store, on the website and access information that was never there before, making it much easier for a consumer to comparison shop."
This season Sears has erected display walls in bus shelters, train stations and airports with pictures of its toys and accompanying QR codes. Commuters can scan the code or take a picture, use the information to compare prices and, if they want, purchase it.
"We're trying to understand what the consumer is asking for and trying to reduce all those points of friction and really empower the consumer," said Sears spokesman Tom Aiello.
