What marketing innovations have your favourite retailers used that you find useful or impressive?
One of the most powerful marketing innovations I have seen recently in retail is from our own company in the U.S. Our @WalmartLabs team in San Bruno is developing tools that allow us to optimize our digital marketing initiatives for both online and in-store conversion across all connected touch points. We then in-turn are offering these solutions back to our suppliers to drive overall efficiency in the marketing ecosystem.
In the world of retail marketing, how can you best use digital marketing to increase the public’s engagement?
The most successful retailers are using digital to tell linear stories across multiple touch points. Think about a soon-to-be-parent and the steps they would take learn about pregnancy, setting up a baby’s room or buying diapers for the first time.
Along the way they’ll use multiple websites, support groups and stores to make a decision and brands know that forming an emotional bond throughout these stages can support a lasting connection.
Marketers today take behavioral social cues to determine the right time to deliver the right message (i.e. someone visits a “buying my first baby crib” article on Today’s Parent). But a more sophisticated and accurate approach is to create predictive models against particular behaviours (i.e. customers typically buy baby cribs one month before the baby is born so we can build a marketing journey to support the steps leading up to that moment).
Digital allows us to tell a story that is relevant to the individual customer.