Tag mobile

The Rise of Podcast Consumption and Why It’s Important for Your Business

PodcastsSteve Jobs was extremely adept at predicting what consumers would want even before they knew they wanted it.

It’s therefore not surprising that Jobs was bullish on the future of podcasting early on.

According to a Forbes article, “Back in the summer of 2005, Steve Jobs and Apple announced they would support podcasts on iTunes. At the time, podcasts were considered somewhat niche, but Jobs was adamant they were important.”

“Apple is taking Podcasting mainstream by building it right into iTunes,” said Jobs in a 2005 press release. “Podcasting is the next generation of radio, and users can now subscribe to over 3,000 free Podcasts and have each new episode automatically delivered over the Internet to their computer and iPod.”

Research published by Edison Research in 2018 indicates that, once again, Jobs was correct.

The Podcast Consumer 2018 – Research from Edison Research

Each year, Edison Research publishes a study on the current trends in podcasting in the United States.

In 2018, the study included findings from the Infinite Dial 2018 study (conducted in partnership with Triton Digital), The Smart Audio Report from NPR and Edison Research, and the latest findings from Edison’s Share of Ear Research.

Because the 2019 version of the report should be released soon, I don’t want to spend too much time on the specific findings from 2018.

That said, because it is the latest data currently available, there are some interesting trends that they uncovered that are worth pointing out.

The video embedded at the end of this post is also definitely worth watching if you are interested in this medium.

More People Are Listening to Podcasts and They’re Spending More Time Doing So

As I mentioned in the beginning of the post, Steve Jobs and Apple recognized the potential of podcasting in 2005.

With this in mind, it is interesting to note that according to Edison Research, in 2006 only 11% of Americans ages 12 and older had ever listened to a podcast. This percentage has slowly increased to 44% in 2018.

The more interesting number, however, might be the percentage of Americans age 12 and older who had listened to a podcast in the last month. This percentage increased from only 9% in 2008 to 26% in 2018.

Furthermore, when the research was conducted in 2018, 17% of the population of Americans age 12 and older had listened to a podcast in the last week. This is an estimated 48 million Americans.

Among those weekly podcast listeners, when compared to earlier years, the average time listening to podcasts increased in 2018.

Overall, weekly podcast listeners listened to an average of seven podcasts per week in 2018.

Infographic: The Steady Rise of Podcasts | Statista You will find more infographics at Statista.

Why Podcasts Are Important for Business

As with any medium, podcasting might not be a good fit for your brand.

However, because more people are listening podcasts, the likelihood that your customers and potential customers are among those consuming podcast content has increased.

It is interesting to note that current podcast listeners make more money than the general population, tend to be more educated, and are more likely to have a full-time job. This makes podcast listeners very attractive to marketers.

It is also noteworthy that Americans currently listen to podcasts most often on their smartphones, tablets, or other portable devices.

As smart speakers become more common, it only makes sense that more people will start listening to podcasts on these devices.

And, as Edison Research pointed out, “In-car listening is growing, and represents a major potential source of new listening.”

All this data indicates that podcasts might be a great way for some brands to connect to consumers.

At the very least, it is something that your brand should consider.

 

Photo credit: Casey Fiesler on Flickr.

Infographic credit: Statista.com.

Video credit: edisonsurvey on YouTube.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Why It’s Important to Know What Your Brand Sounds Like

Sound boardThe idea of having a distinct sound that people associate with a brand is not a new concept.

For many years, businesses large and small that used radio and television ads to reach their target audience created specific sounds or jingles that customers came to recognize and associate with the brand.

However, sonic branding is becoming even more important today as more consumers start to use smart speaker technology and other household items get connected to and become part of the Internet of Things (IoT.)

And, when you factor in the already almost ubiquitous use of smartphones, there are even more opportunities for brands to use sound in their marketing efforts.

Therefore, it is not surprising that many businesses are starting to realize that they need to think about what their brand sounds like.

Sound as Shorthand for the Brand

As mentioned, businesses have used sound to create a connection between the brand and consumers for years in their radio and television advertising.

However, many businesses that haven’t made the investment in radio or television have often overlooked the powerful impact that sound has on consumers.

This is changing quickly as technology evolves.

As more transactions become automated in the future, tones can be used to communicate with consumers to let them know that they had an interaction with the brand without blatantly announcing it. This keeps the brand top of mind with the consumer.

Sonic branding can even provide some peace of mind to the customer by reminding them that they are dealing with a trusted business.

Mastercard Debuts Its Sonic Brand Identity

When it debuted its new signature sound in early February 2019 Mastercard joined many other brands, including one of its direct competitors, Visa, in creating a sonic identity developed specifically for the new connected world of the 21st century.

According to their press release, “Mastercard tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.”

“What I love most about the Mastercard melody, is just how flexible and adaptable it is across genres and cultures,” said Mike Shinoda. “It’s great to see a big brand expressing themselves through music to strengthen their connection to people.”

“Audio makes people feel things, and that’s what makes it such a powerful medium for brands,” said Matt Lieber, Cofounder and President, Gimlet. “With the explosion of podcasts, music streaming, and smart speakers, an audio strategy is no longer a “nice-to-have” for brands – it’s a necessity. A sonic identity – the audio calling card for a brand – is now just as important as a brand’s visual identity.”

Additional Strategic Considerations

As mentioned earlier, many businesses have overlooked sound as a way to connect to their potential customers.

Does this mean that all brands that aren’t using sound in their marketing efforts need to spend millions of dollars to develop a new sonic identity?

As with all business decisions, there isn’t a one-size-fits-all answer.

For some businesses, sonic branding might not makes sense at all.

Jumping into sonic branding also doesn’t mean that brands should forget about visual branding. For maximum effect, both should work in concert with the other.

It is also important to note that brands might not get it right the first time. This is something that Mercedes-Benz learned the hard way.

And, as time goes on, there is also a possibility that we get a sort of sonic branding overload or sonic branding fatigue if too many businesses start using sound in this way.

That said, being among the first to create a sonic identity could help establish a deeper connection with consumers.

 

 

Photo credit: Tony Steward on Flickr.

Video credit: Mastercard News on YouTube.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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The Future of Shopping: A Shopping Cart With a Recommendation Engine

Photo credit: r. nial bradshaw on Flickr.Retail experts know that when customers use shopping carts in brick-and-mortar stores it increases the average number of items sold per transaction.

It is therefore not surprising that stores are looking for ways to make the shopping cart an even more integral part of a customer’s shopping experience.

Walmart is one of these stores.

If you do a quick search online, you will see several of the patents that Walmart has filed in recent years involve ways of adding technology to their shopping carts.

However, it was one patent that was filed in September of 2017 that really caught my eye. The patent allows Walmart to know when specific items are placed in a container.

Although this patent doesn’t say that it will be used with a shopping cart, it could be. And, if used in conjunction with a customer’s smartphone, it could give Walmart the ability to recommend items that customers might want to purchase in a brick-and-mortar store in the same way that Amazon does when customers are shopping online.

In other words, it would give Walmart the ability to use a recommendation engine to deliver suggestions to customers shopping in their brick-and-mortar stores.

What Is a Recommendation Engine?

As I pointed out in a post in 2016, “In the context of what I am referring to, it is an information filtering system that helps a business recommend items to customers that they might be interested in. For additional information, Wikipedia has a good explanation.”

“If you want to see an example of a business effectively using a recommendation engine to help its customers find products, visit Amazon.com,” the blog post continues. “The Amazon.com recommendation engine uses a combination of several input data, including past purchases, product ratings, and social media data.

When you visit your online cart on Amazon.com, it automatically recommends other items based on what other customers who bought the items currently in your online shopping cart purchased in the past. (In fact, Amazon.com recommends other add-on items even before you get to your shopping cart.)

Bringing the Recommendation Engine to the Brick-and-Mortar Store

Amazon and other online stores effectively use recommendation engines to increase sales online.

However, offline it gets more difficult.

With the exception of maybe Amazon Go stores, most stores don’t know what the customer is currently purchasing until they get to the cash register.

And, once a customer gets to the cash register, it’s probably too late to get them to add another item unless it is being kept in a location nearby or the deal offered is really good.

Currently, having customers talk to sales associates is the best and often only way for the store to suggestive sell add-on items to customers in a brick-and-mortar store based on what the customers are currently purchasing.

Even if the customer is shopping with his or her smartphone in one hand, suggestive selling is limited to information collected from past transactions or online behavior (if the store has tracked that) and some demographic data. Mobile coupons, rebates, and targeted ads work, but again, there really isn’t a way to know what the customer is currently purchasing.

That is, unless you use some sort of sensor to track them. That is why Walmart’s patent could be so valuable.

If Walmart develops the technology that they patented and puts it into a shopping cart, they would have the ability to know what customers are currently buying and could therefore send advertising messages to them that would recommend items that are often purchased with the customer’s current selections or that the customer might be interested in.

Granted, this wouldn’t be the first time this was tried out.

In 2012, Microsoft teamed up with Whole Foods to test a shopping cart that would help a customer be sure that they bought everything on their shopping list and even warned the customer that an item had gluten in it if the customer had let the system know that was one of the things that he or she was trying to avoid.

It appears that the Microsoft/Whole Foods smart shopping cart didn’t make it past the testing phase. However, I think this was due to the fact that they tried too many things at once. In fact, some of the features seem to be solving problems that just don’t exist.

It also might have been ahead of its time or just not a good fit for the brand.

Final Thoughts

It might be some time before we see a shopping cart like the one described in this post.

However, the store that finds a way to do it correctly will definitely increase sales.

And, who knows, it could be another way for stores to sell paid contextual advertising to brands that are trying to reach customers in the offline world based on where they are, who they are, and what they are buying.

As I mentioned earlier, Walmart has filed a patent that would make a very important part of the process possible.

If there is a person in Bentonville who is working on a shopping cart that can do this, I’d love to write a post that gives more details. There are a lot of cool possibilities. And, if Walmart isn’t working on this or hasn’t thought of it yet, which I find hard to believe, please feel free to steal the idea. Or even better, contact me, as I have some additional ideas that might be useful.

Photo credit: r. nial bradshaw on Flickr. (Creative Commons Attribution 2.0 Generic license – CC BY 2.0.)

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Cashless Stores: Ahead of Their Time or Just Bad for Business?

The end of cash?For years now, many experts have predicted the demise of cash.

Those who make these predictions are encouraged when companies like Apple report increased usage of proximity mobile payments. In fact, Apple’s Q4 2018 earnings report and conference call reported:  “Triple transaction volume year-over-year for Apply Pay.”

But even with more consumers adopting alternative ways to purchase items, it appears that cash isn’t going away anytime soon.

In fact, this is something that Jeff Hasen, one the pioneers in mobile marketing, often points out on Twitter.

Cashless Comment Jeff Hasen

A recent article on CNBC supports Hasen’s argument.

“Cash remains the most frequent method of payment in the U.S., representing roughly 31 percent of consumer transactions, more than electronic, credit, debit or checks,” the author of the article writes.

According to the same article, “Use of cash by U.S. households is consistent across most income levels, around 25 percent, and goes way up at the lowest incomes.”

That said, this is not stopping some stores from trying to follow Amazon’s lead and eliminate cash as a payment option.

I think that it’s good that stores are trying different things to see what works.

However, as you might have expected, stores that try to go cashless are often met with some resistance.

Amazon Is Leading the Way

The headline of a recent Bloomberg article says it all, “Amazon Will Consider Opening Up to 3,000 Cashierless Stores by 2021.”

If you are not familiar with the AmazonGo cashierless store concept, the basic idea is that shoppers enter the store with a smartphone app downloaded to their phone, they scan their phones as they enter the store, they shop and leave with the items that they want to purchase without having to stop at a cash register.

As the Bloomberg article points out, “Sensors and computer-vision technology detect what shoppers take and bills them automatically, eliminating checkout lines.”

In this scenario, cash is not an option.

While not going all the way to cashierless stores, other merchants are experimenting with the idea of eliminating cash in order to cut costs.

The Cost of Accepting Cash

While accepting cash as a payment option has been the norm for many years, accepting cash actually costs more than some of the other common payment options.

A USA Today article highlights some of the expenses involved in processing cash transactions, as reported in an IHL report.

According to the article, “Besides the time spent counting bills and making change, they include ensuring registers have enough change, running cash to the bank, bank fees, armored cars, employee theft and robberies, the report says.”

“All told, such hassles cost retailers an average of 9.1 percent of sales, ranging from 4.7 percent at grocery stores to 15.5 percent at restaurants and bars, IHL says. That compares to the 2 to 3 percent transaction fees credit-card companies charge merchants,” the USA Today article reports.

Therefore, it’s not surprising that some stores are looking to eliminate cash.

But this has its downside.

Going Cashless Shuts Poor People Out

This is the main point of a recent article published on The New York Times website.

According to the author, Ginia Bellafante, there are several arguments against going cashless.

“The strongest objection relates to the ways in which rejecting physical currency plays out as a bias toward the poor; advancing segregation in retail environments,” writes Bellafante.

“According to government data, close to 7 percent of American households have no one in them with a checking or savings account, while an additional 19 percent are considered “underbanked,” meaning that they rely on products or services outside the conventional financial system,” the author continues. “These include money orders and payday and pawnshop loans. The majority of people who fall into these categories are nonwhite.”

Laws Are Being Written to Prevent Cashless Brick-and-Mortar Stores

When the article on The New York Times website was published, many people wondered if it was even legal to go cashless.

As Jarrod Frates points out on Twitter, according to the U.S. Department of the Treasury, “Private businesses are free to develop their own policies on whether or not to accept cash unless there is a State law which says otherwise.”

Cashless Comment Frates

Given this fact, it is not so surprising that lawmakers in New Jersey and New York City are trying pass bills to prevent stores from going cashless.

As an article on The Motley Fool website points out, New Jersey politicians are trying to prevent cashless stores because not accepting cash can prevent certain groups of people from making a purchase. This is the same argument that was made in The New York Times article mentioned earlier.

According to The Motley Fool article, Massachusetts is currently the only state that requires brick-and-mortar stores to accept cash.

Is Cashless Bad for the Brand?

While it’s estimated that only 31 percent of consumer transactions are cash, not offering cash as an option can create hassles beyond the bad PR it is getting for creating barriers for the unbanked.

Finding out that they can’t use cash until it is time to pay can be a source of frustration for some customers.

Even customers who rarely use cash can find it frustrating when they are asked to use a credit card to pay for a last-minute addition such as mayonnaise or another condiment at restaurants or even small items at a retail store.

Cashless Complaint 1

Cashless Complaint 2

Final Thoughts

Given that customers can and often do vent their frustration publicly on social media, going cashless might be more trouble than it’s worth.

With this in mind, it is fairly easy to see why Jeff Hasen often reinforces the fact that cash isn’t going anywhere, at least in the near future.

It is also not surprising that some merchants that tried to go cashless have decided to change their minds.

Cash is Back Spero

However, as the author of the post on The Motley Fool website points out, while going cashless might not the best way to go now, stores will never know whether it is a good idea to go cashless in the future if they aren’t even allowed to try.

It does seem like there might be some easy workarounds that stores or restaurants could offer if they do want to go cashless at the checkout line. The most obvious would be making an ATM or vending machine available to customers that would give them the option of buying prepaid debit cards.

This would give customers access to the store, while still encouraging them to pay via other payment options.

I’m not sure if this would satisfy lawmakers in Massachusetts, New Jersey, New York City, or any other place that makes going cashless illegal.

If you know the answer to that legal question or if you have any other comments or suggestions, please feel free to comment below.

Photo credit: Nic McPhee on Flickr. (Creative Commons Attribution-ShareAlike 2.0 Generic license – CC BY-SA 2.0.)

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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The Future of the Retail Sales Associate—Another Reason Why Retailers Need to Provide More Mobile-Optimized Content Online

The Future of Retail Sales AssociatesThe way customers shop, in general, is changing with more and more customers going online to research and buy products. Furthermore, smartphones have also modified the way customers shop in brick-and-mortar stores.

This means that retailers are going to need to rethink everything. And, that means everything.

For store employees, this means that their world is going to be altered dramatically.

In 2014, Doug Stephens, one of the world’s foremost retail industry futurists, wrote a very informative blog post that predicts what a “typical” retail sales associate’s job will look like in the near future.

In the post, he predicts that in the near future there will be fewer humans working in brick-and-mortar retail stores, with technology there to fill in the gap.

In the post, he cites a study from Oxford University that estimates that there is a 92 percent chance that retail sales associates will be replaced by technology in the next decade. (Keep in mind, this was over four years ago. Therefore, if the predictions are accurate, retail sales associates should be retraining for other positions now! Even if it takes a little longer than experts think it will, the world that they are predicting will arrive someday… soon.)

While this is an alarming figure, people who want to work in retail stores should be heartened by the other prediction that Doug Stephens makes—that those employees who do survive will be paid much higher than they currently are. But this is going to mean that they also are going to need to get a lot more training.

Other sources again support his position.

Some of the recent articles that discuss retail trends point to the fact that there will always be a need for some human salespeople at most brick-and mortar stores. However, they will have a slightly different background.

As far as I can tell, four types of non-management employees will emerge to replace the generally unskilled workforce that currently fills many of these low-paying retail sales associate jobs.

Professional Salespeople—The Customer Service and Product Experts

In the blog post mentioned earlier, Doug Stephens writes, “Although retailers will point the finger at price as the smoking gun behind showrooming, research shows that in fact, it’s more often the pursuit of adequate and accurate information that drives customers online.”

Therefore, in order to compete with online retailers, brick-and-mortar stores are going to have to hire a core group of employees who really know their stuff.

These employees won’t be the ones who check people out at the cash register.

They will be like the salespeople of old who thought of their position at the store as a career, not just a place to work until they find other jobs. These employees will be experts in customer service and they will know everything about what they are selling.

The stores that realize that there is a need for this type of employee and hire and train people who really want to excel at their job will be the stores that will succeed.

As Doug Stephens also points out, the people who fill these positions will be paid more than the average salary of a retail sales associate today.

This probably means that stores won’t hire many of these employees, if they still want to keep their costs down. But, the employees who are hired to fill this type of role will be an invaluable resource to customers and the store.

To be qualified for this role, the employee will also have to invest in additional training.

Organizations like the National Retail Federation (NRF) are already recognizing that this type of training is needed and have begun offering it at a reasonable price.

Part-Time Associates—Knowledgeable Salespeople Augmented With Technology

This group of employees will most resemble the current retail sales associate.

They will be the young adults who are working their way through high school or college. They will have some basic product knowledge and business acumen. And, they will have grown up using technology, therefore they will be very comfortable assisting less tech-savvy customers with the technology that the store will use to assist in the sales process.

They will also use technology (e.g., smartphones, tablets, etc.) to access mobile-optimized content that will answer the product-related questions that customers have.

Because these employees will be in the process of completing their training, these positions will probably still be on the lower-end of the pay scale. However, to attract the best employees, retailers will still have to pay more than minimum wage.

With technology to augment the sales process, fewer of these associates will be needed on the sales floor of tomorrow.

Temporary Workers—The On-Demand Workforce

The gig economy is here, with some employees being hired to work for only a short duration of time to fill a specific business need.

As a Washington Post article points out, it is already changing the workforce in many mainstream restaurants (e.g., Five Guys, McDonald’s, Papa John’s Pizza, etc.)

Will brick-and-mortar retail stores be next?

Retailers have always hired temporary workers around the holidays. This would just take this concept to the extreme.

It is entirely possible that stores could hire employees for one or two days to staff a large sale similar to those on Black Friday.

And, again, if stores bring in the right technological solutions to assist with the sales process, these temporary workers could be quickly trained to work the cash register or again help the less tech-savvy customer in the shopping process.

Some retail experts say using temporary workers is a bad idea. But, the reality is that only time will tell.

Non-Human Employees—Mobile-Optimized Online Content and Other Technological Solutions

The fourth type of employee that will replace the current retail sales associate is not a human at all. However, in many cases technological solutions will be able to do the same job… maybe even better than the current retail sales associate can.

As mentioned above, customers are already reaching for their smartphones to get product information while shopping in brick-and-mortar stores. In fact, some customers would rather use their smartphones to find product information than talk to the retail sales associate on the sales floor.

This might be because they often get incorrect or incomplete information from improperly trained retail sales associates. Therefore, we might have a chicken and the egg situation at play.

Either way, the one thing we do know for certain is that customers want to be able to quickly and efficiently find product information either online via their smartphone or by talking to a retail sales associate.

Having the right information available online is going to be a must for the retailer of tomorrow. And, as mentioned above, it will also help human salespeople do their jobs better.

As Doug Stephens points out in his post, there are companies like Hointer that are working to bring additional technological solutions to market to help automate the retail sales process even further.

However, I will leave that topic for future blog posts.

Final Thoughts

In order to compete, brick-and-mortar stores will need to be able to provide customers with the same accurate and complete product information that they can find on Amazon or other online retailers.

If the brick-and-mortar store provides the information first, customers will have one less reason to visit another store’s website or mobile app, and therefore will be less likely to use the store as a showroom only to buy the product elsewhere.

This can be accomplished by having better trained retail sales associates and by creating the right mobile-optimized content that customers can search for on their smartphones and tablets. Furthermore, other technological solutions like “smart mirrors” in fitting rooms will also be used to deliver product information to customers.

Given the changes in the marketplace, it’s not a question of whether to invest in employees or in technology.

Successful stores will do both.

In fact, technology will help less knowledgeable retail sales associates meet the needs of the store’s customers more efficiently and effectively. In other words, in many cases technology and humans will work together to provide a better shopping experience.

Note: This is a very general prediction of what the “average” retail store of the future will need to do in order to meet the needs of its customers. There will be variation based on the products and services sold, who shops at the store, the store’s location, etc.

Photo credit: Zepfanman.com on Flickr. (Creative Commons Attribution 2.0 Generic license – CC BY 2.0.)

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Fashion Retailers Could Benefit by Providing Basic Fashion Tips Online

Fashion TipsIt has been well documented that consumers often turn to their smartphones while shopping.

In fact, according to a study conducted by Salsify in September of 2016, 77% of all shoppers report using mobile devices while shopping in a brick-and-mortar store. In comparison, only 35% say that they would turn to a salesperson to obtain similar information.

As a Salsify press release published in April of 2017 states, “With so many turning to mobile while shopping in-store as well, the need for strategic and informed product content has never been more essential. In fact, 87 percent of consumers say accurate, rich, and complete product content is very important when deciding what to buy.”

A study conducted by Retail Dive examined how consumers use smartphones while shopping in a brick-and-mortar store. The most common response to the question was to research products and/or look up product information (58%), followed by checking or comparing prices (54%), accessing or downloading digital coupons (40%), accessing a specific retailer’s mobile app (33%), and scanning a QR code (22%).

The type of product information that retailers will want to provide will vary from store to store based on the products and services sold, the customers it serves, the time of year, where the store is located, etc.

While some content could be expensive to create, sometimes providing basic information could be enough to help convince the customer to make a purchase.

For fashion retailers it could be as simple as providing basic fashion tips to customers.

Insight From the Sales Floor

Recently, I have spent some time selling men’s clothing at a department store just outside of Saint Paul, Minnesota. In that time, I have witnessed many customers using mobile devices while shopping in-store.

While it appears that many of these customers are taking photos to send to another person to see if they approve of a purchase, I would venture a guess that other times customers are using their smartphones in the ways reported in the studies that I wrote about earlier in this post.

If the questions that customers ask associates is any indication of the information customers are searching for on their smartphones, then providing basic style advice should be something that fashion retailers would want to provide on their mobile websites and apps.

Suit photoIn particular, online fashion tips could be extremely useful to customers who are purchasing clothing that they don’t often purchase (e.g., suits, ties, dress shirts, etc.) This would include explaining the correct fit, as well as letting customers know what articles of clothing compliment each other.

And, if the information provided online is optimized for search, customers might find it while shopping in a competitor’s store. While this might seem like you are helping the competition, just think about where the customer will turn to if your competitor can’t deliver the goods. My guess is that those customers would at least consider shopping at the store that just provided the information that they were looking for.

Providing this type of basic information wouldn’t cost the company that much.

However, a quick search on Google brings up a lot of information from fashion bloggers and websites like Esquire and GQ, but not much from major department stores, fashion retailers, or even the top designer labels.

Either they are not providing this information or they are not doing a good job of optimizing their content for search engines. In their defense, I did find some information from Macy’s and Nordstrom. However, they didn’t show up in all searches that I did. Furthermore, I think that additional information might be useful.

Keep in mind that I only searched for information on men’s suits. It’s possible that they provide more information for other types of clothing. Additional research would be required to get a more accurate picture of what information fashion retailers are providing their customers online.

Final Thoughts

Studies show that finding the right online content is very important to consumers who are looking for product information when they are deciding what to buy.

Because consumers are now searching for that information while shopping in-store, a time when they are actually going to make a purchase decision, providing the right information is now even more important than ever before.

If the questions that customers ask sales associates is any indication of what information customers are looking for, then fashion retailers and department stores should be providing basic style advice and fashion tips to customers. This is particularly useful for products that customers don’t buy often and are being purchased for specific important occasions (e.g., weddings, school dances, graduations, etc.)

Since department stores can’t control how customers search, this information should be available to customers in as many ways as possible. This would include on mobile apps and on the mobile web. Letting customers know that it is available through notifications on in-store signs might also help increase conversions.

Sales associates could also help get the word out that this type of information is available to customers who don’t want to engage in a conversation. This information could also be used as a visual aid when associates are helping customers.

Finally, don’t forget to optimize your content for search. Because if customers can’t find it, then it doesn’t exist.

Photo credit: Angelbattle bros (Creative Commons Attribution-NoDerivs 2.0 Generic license – CC BY-ND 2.0.) and Banalities on Flickr. (Creative Commons Attribution 2.0 Generic license – CC BY 2.0.)

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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How Smartphones Will Influence the Future of Visual Merchandising and Store Design

It has been over a decade since the iPhone was first introduced to the world.

In that time, smartphone use has skyrocketed.

In fact, Deloitte expects smartphone penetration to approach 90 percent in the United States, with much of the growth being fueled by increased smartphone usage among older Americans.

Customers Use Mobile Devices When They Shop and Buy

As we know, having a smartphone has changed the way many consumers shop and buy products and services in brick-and-mortar stores. In fact, mobile is changing the way that we do almost everything in life.

Over the years, retailers have experimented with different ways that they can use mobile devices to improve their customers’ shopping experience.

In the near future, successful retailers will find ways to leverage mobile technology and incorporate it into all parts of their business. This will have a huge impact on the way retailers merchandise and design their brick-and-mortar stores in the future.

It is important to point out that retailers should not look for ways to use mobile devices just for the sake of using mobile devices.

Instead, retailers that will succeed in the future will find additional ways to provide value to customers. Often this means providing them with memorable shopping experiences.

In other cases, it might be finding ways to make their shopping experience easier or providing the customer with ways to save money.

Often these things can be achieved by leveraging the same mobile devices that their customers are already using.

After all, if mobile phones are changing the ways that people shop, wouldn’t it be smart for retailers to make adjustments and make it easier for their customers to find what they want when they want it using the same technology.

Using Mobile Devices to Improve Visual Merchandising and Store Design

Here are some of the ways that smartphones and tablets will change visual merchandising and store design at successful retail stores in the near future.

As already pointed out, retailers need to take into account the way customers use smartphones when they shop and buy in their brick-and-mortar stores. This includes customers using smartphones to comparison shop, find product reviews, look for coupons, and use shopping apps to do all the above. Smartphones are also changing the way customers actually pay for the products once they have made a selection.

With this in mind, retailers need to make sure that their digital marketing teams and their visual merchandising teams are talking to each other and are on the same page.

In the future, retailers that find ways to have their digital teams and their visual merchandising teams work together or even better, actually interact and play off each other will see positive results from their efforts. The goal should be to provide a seamless shopping experience, no matter what channel the customer is using.

Retailers should strive to delight customers and provide a remarkable shopping experience. In other words, retailers should be trying to create a shopping experience worth talking about.

Ideally, retailers will be able to inspire customers to take a photo of their shopping trip and post it on social media for their friends and family to see. This is some of the best advertising the store can get.

Another way that retailers can use mobile devices is to create efficiencies and improve productivity by having staff armed with smartphones and tablets and then create the right software, content, and processes that leverage mobile to the fullest.

It is not enough to just provide mobile devices to employees. Management needs to explain to retail staff how and why to use them at different points in the shopping experience.

And, don’t forget that mobile can help improve processes throughout the store, not just while staff are interacting directly with customers.

While having staff use mobile devices to enhance the way they do their job is not going to directly influence merchandising and store design, it will help the store better understand the customer and make improvements wherever possible. It will also help management gather feedback and collect valuable data.

As just mentioned, retailers can use mobile phones to help better understand the needs and shopping behaviors of their customers by using these mobile devices to collect valuable data about their customers’ shopping behaviors while in the store.

This data will influence the way stores are merchandised and designed in the future.

However, as we have seen from many of the recent stories in the news, customers can be wary of the way data is collected and used. It is therefore important to proceed with caution and follow all of the rules and regulations. While retailers will use data to improve every part of the brick-and-mortar shopping experience, it is important that customers are aware of what is being done.

Final Thoughts

Smartphones and tablets have changed the way that customers shop and buy.

This post has focused on how mobile devices have changed how customers shop once they are in the brick-and-mortar store. However, as we know, mobile devices play a role in the whole shopping experience, even before customers enter the store and long after they purchase the product or service.

Knowing this, successful retailers with learn to adapt and leverage this knowledge to improve their customers’ shopping experience no matter how and when they choose to shop.

It only makes sense that retailers would find ways enhance their customers’ shopping experiences using that same mobile devices customers are already using.

This post has provided a few suggestions for retailers to consider.

This includes maybe one of the most important ways mobile devices can influence visual merchandising and store design… as a way to collect data. By providing valuable data that allows retailers to better understand their customers shopping behaviors, mobile devices will improve the way the store meets their customers’ needs now and in the future.

Photo credit: Antoine K on Flickr. (Creative Commons Attribution-ShareAlike 2.0 Generic license – CC BY-SA 2.0.)

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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The Importance of Photo-Worthy Visual Merchandising and Store Design

Instagrammable shirtsFor years, retailers have obsessed over every detail of the brick-and-mortar store, with the goal of optimizing the shopping experience to get customers to spend more money.

Store designers would examine the design and placement of the signs that are found throughout the store, where the shopping carts are located, what music is playing in the background, where the cash registers are located, what department is located where, etc.

However, with the advent of mobile phones and the increased use of social media, many retailers are being forced to change the way they design the store.

One of the things that retailers are now thinking about is whether or not the store inspires customers to take a photo of the store and post it on Instagram or any of the other social networking sites out there.

In the long run, having a photo-worthy store could be more important to the bottom line than one might think.

A Majority of U.S. Adults Use Social Media

According to a new Pew Research Center survey, roughly two-thirds of U.S. adults (68%) are Facebook users, 35% use Instagram, 29% use Pinterest, 27% use Snapchat, 24% use Twitter, and 22% use WhatsApp.

It is also interesting to note that over half of current Facebook, Snapchat, and Instagram users visit these social networking sites on a daily basis.

This means that there are a lot of opportunities for retailers to get their stores featured in customers’ social media posts.

The key is giving customers a reason to post a photo or comment about the store online.

Is Your Store Instagrammable?

One of the ways to get featured on your customers’ social media posts is to create a shopping environment that just begs to be photographed.

Therefore, it is not surprising that many retail experts have started to use the adjective “Instagrammable” to describe the way a store is designed.

“Instagrammable” could be translated as a photo-worthy location or item that inspires customers to actually take a photo of and then upload it to any social networking site. Because Instagram is known for being able to make ordinary photos look extraordinary with filters, people tend to use that social networking site to represent all the other social networking sites that their customers use.

Others claim that “Instagrammable” goes beyond that.

In an article titled, “Do It For The ‘Gram: How Instagram is Changing the Design Industry,” Lucy Leonard contends that, “Consumers nowadays want to lead Instagram-worthy lives.”

“What does this mean, you ask?” she continues. “It means spending more money on cool, Instagrammable experiences. It means living a life full of adventure—or at least posting pictures that make it seem like you do.”

The way stores create this type of shopping environment will vary from store to store. Therefore, it is beyond the scope of this post.

Final Thoughts

The intention of this post is to point out that retailers need to start thinking about store design not only from their current customers’ perspectives, but also from the perspective of all the potential customers their current shoppers are connected to.

If a user sees the store in a post on a social networking site, there is a chance that it will influence his or her decision to shop at the store in the future.

Therefore, in addition to getting the current shopper to spend more money, now store designers also need to encourage customers to take photos of their shopping experience and upload them for their friends and family to see online.

Furthermore, store designers need to make sure that the store will be portrayed in a positive light and in a way that is consistent with the brand’s image.

Retailers also need to keep in mind that some customers might wonder if it is acceptable to take a picture of a store display while in the store.

Therefore, once you have created a store design that you think is “Instagrammable,” it is important to encourage in-store photography!

But, don’t get too carried away, because asking customers to take photos could make it look like you are begging, or even worse, it could backfire and create bad feelings.

This topic and others associated with the post will be explored, in detail, in future posts.

Photo credit: YL Tan on Flickr. (Creative Commons Attribution-NoDerivs 2.0 Generic license – CC BY-ND 2.0.)

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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A New Year’s Resolution to Read More Books With the OverDrive and Libby Apps

OverdriveLast year, I read a total of eight books. But, eight just isn’t enough.

The problem that I have is that I like to read part of a book, then think about it for a while before moving on. That takes time.

So I had to find a way to consume the information while doing other things.

My first thought was to find a way to read while running.

As you can probably guess, the solution that I turned to is the audiobook.

As you know, Audible is a great place to start. I have downloaded a few books there. I haven’t subscribed yet, but I was thinking about it.

That was, until I found the OverDrive and Libby apps.

These apps let you download audiobooks from your local library for free. I repeat… FREE!

I am currently listening to my first audiobook on Libby now and it seems fairly easy to use. And, the selection of audiobooks at my local library is fairly good. It definitely should give me enough choices to last me the year.

While I do have a lot of books on my to-read list, I am always looking for suggestions.

To get a feel for the books that I am looking for, here is a list of the books I read in 2017 and those that I am currently reading:

Books Read in 2017

The Distribution Trap: Keeping Your Innovations from Becoming Commodities by Andrew R. Thomas (Actual book)

Free: The Future of a Radical Price by Chris Anderson (Audible audiobook)

The 86 Percent Solution: How to Succeed in the Biggest Market Opportunity of the Next 50 Years by Vijay Mahajan (Actual book)

Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business by Jeff Howe (Actual book)

David and Goliath: Underdogs, Misfits, and the Art of Battling Giants by Malcolm Gladwell (Actual book)

How to Win Friends & Influence People by Dale Carnegie (MP3 audiobook)

The Age of Spiritual Machines: When Computers Exceed Human Intelligence by Ray Kurzweil (Audible audiobook)

Knocking on Heaven’s Door: The Path to a Better Way of Death by Katy Butler (Actual book)

Books That I Am Currently Reading

1984 by George Orwell (Libby audiobook)

Googled: The End of the World as We Know It by Ken Auletta (Actual book)

The Erotic History of Advertising by Tom Reichert (Actual book)

Bowling Alone: The Collapse and Revival of American Community by Robert D. Putnam (Actual book)

Final Thoughts

There are a lot of great books out there.

And, now that I have access to free audiobooks from the library via the OverDrive and Libby apps, I will learn a lot more this year.

That said, if there is a book out there that I need to add to my reading list, please let me know.

And, feel free to connect to me on Goodreads.

Photo credit: Digital Bookmobile on Flickr. (Creative Commons Attribution 2.0 Generic license.)

 

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Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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HubSpot Training Teaches That There’s More to Email Marketing Than Just Clicking Send

Photo credit: Kyle James on Flickr.If you are like me, your email inbox is filled with so many emails that every once in a while you need to set aside some time to the hit the delete button without even bothering to read most of them.

Given all the competition for a person’s attention, it would be easy to think that email marketing is a waste of time.

However, that couldn’t be further from the truth.

As I pointed out in a post last October, a study from Econsultancy found that email marketing was rated as providing good or excellent ROI by agency marketers more often than any other channel, and only organic search was rated as providing good or excellent ROI by more client-side marketers.

However, when Econsultancy asked companies to rate the overall performance of their email marketing campaigns, most said they performed good (37%) or average (44%). In fact, only 4% rated the performance of their email marketing campaigns as excellent.

Clearly there is room for improvement.

HubSpot’s Email Marketing Certification

Although I have been involved in email marketing campaigns in the past, email marketing wasn’t really my specialty.

However, given the fact that 2.6 billion consumers worldwide use email, I understand its importance, particularly for those businesses that are trying to reach consumers on their smartphones.

Therefore, when HubSpot created their Email Marketing Certification, I jumped at the chance to take advantage of the free training that they were offering.

And, I am glad that I did.

According to the HubSpot website, “This advanced email marketing training course will teach you how lifecycle marketing, segmentation, email design, deliverability, analytics and optimization come together to create an email marketing strategy that grows your business, and your career.”

Throughout the training, I was constantly reminded of the fact that marketers today have access to a lot of data that can be used to improve the way that they communicate with customers and prospects.

However, data without the training to know what it is telling you is pretty much worthless.

This certification helps you gain valuable insight from the data and provides you with the background to start creating email marketing campaigns that your current and potential customers will actually open.

Final Thoughts

If done correctly, email marketing can be a very valuable way to communicate with consumers.

In fact, many companies report that email marketing is one of the most effective tools that they have.

However, many companies also think that there is room for improvement.

This is why I jumped at the chance to complete the email marketing certification training that HubSpot offers via the HubSpot Academy.

Overall, I found the email marketing training to be well worth my time and effort.

I should point out that I wasn’t paid to write this and I am not a HubSpot employee or customer.

However, I am a fan of the company and the free information, advice, and training that they offer.

I also believe that when a company does something good for others, people should be made aware of it.

I also want to point out that this wasn’t the first HubSpot certification that I have earned and it definitely won’t be the last.

For more information about the free marketing and sales training that they provide, visit academy.hubspot.com.

Photo credit: Kyle James on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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