Retailers set 'seamless' holiday marketing

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."

Macy's, for example, with it's Backstage Pass feature, has embedded QR codes in the retailer's red star logo throughout the store, providing fashion advice and tips from designers and celebrities like Kenneth Cole, Sean Combs and Martha Stewart in 30-second videos. J.C. Penney Co., Kohl's and Toys R Us are also using these codes to provide an added dimension to their circulars, print ads and direct-mail marketing.

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.

Holiday shopping tips

This holiday season, shoppers have an arsenal of apps and online sites to help them find the best deal, retail analysts say. Among their tips:

1Research and plan your shopping trips. With all the various smartphone apps as well as online sites to compare prices and deals, "it's very easy to quickly figure out who is selling the good for less money," said Barry Berman, Hofstra University business professor. Then you can decide whether it's worth standing in a line to get the deal or better to order it online.

2Watch for online sales in the days leading up to Black Friday and on that day. Many retailers have "scooped the season," said Berman, running sales online and in the store in the weeks and days before Black Friday. Some retailers, such as the Disney Store and J.C. Penney Co. Inc., are offering Black Friday specials online all day on Thanksgiving.

3Waiting until the last day to shop may mean you won't find what you want. "The industry, because of the recession, has gotten much better at forecasting demand and appropriate inventory," said Barbara E. Kahn, director of the Jay H. Baker Retailing Center at the Wharton School of the University of Pennsylvania.

4Don't buy an item just because it's a great deal. "If it turns out you don't need it or use it or give it as a gift, then you've wasted your money no matter how good the price was," said Marshal Cohen, chief industry analyst for The NPD Group in Port Washington.

5Save your receipt. "You can get a full refund with it or you can get a price adjustment if the item goes on sale," Cohen said. With the receipt you can go back to the store and get the item at the sale price.