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Clicks, omnichannel shopping equal convenience

BY Michael Johnsen

Today, convenience isn’t just about having a smaller box to shop in, or an easily navigated merchandising scheme where consumers can quickly identify what they’re looking for, grab it and go. Today, convenience is about clicks — as in: What are the fewest clicks to the buying decision? And how can the retailer best facilitate a shopping experience in their stores on the shopper’s smartphone?

Because today, convenience is omnichannel shopping, particularly on the smartphone.

 

 

 

 

 

 

 

 

 

“While the vast majority of retail purchases still take place in stores, the purchase-decision process increasingly flows through smartphones,” eMarketer noted in its latest report, “Omnichannel Trends 2015: Mobile Is the New Retail Hub.” “There are a few exceptions, … but for considered purchases, people are researching online before and during their time in a store.”

Digital has become a crucial part of the shopping experience. eMarketer cited a Forrester Research projection that by 2017, nearly $1.8 trillion in in-store sales, or more than 60%, will be influenced by digital.

 

 

 

 

 

 

 

 

 

 

 

 

 

eMarketer estimated that there were 145.9 million mobile shoppers in the United States in 2014, up 23 million from 2013. But they’re not buying on their phones — eMarketer estimates only 1.6% of total U.S. retail sales will be traced to mobile. Shoppers are using those phones to facilitate the shopping trip, however. Almost 2-in-5 are using the store locator function on their phones (39%), others are getting social feedback on a potential gift (38%) and a few are in search of in-store deals through their smartphones (33%).

More and more of those in-store deals will be delivered by way of such tools as iBeacon and other in-store proximity tools, eMarketer suggested. In a recent Placecast/Harris survey, 15% of mobile phone or smartphone owners indicated that they had interacted with such technology. And according to beacon platform Swirl, the majority of the top 100 retailers are actively testing beacon technology, many of them with systemwide tests. “Several department store chains and apparel retailers are leading the way, but retailers as varied as supermarkets and drug stores have significant deployments,” eMarketer noted.

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Walgreens’ Well Beyond HIV debuts in San Francisco

BY Michael Johnsen

SAN FRANCISCO — Walgreens on Tuesday announced the San Francisco debut of the Well Beyond HIV campaign art exhibit, highlighting Bay Area residents aging well beyond their HIV diagnosis through portraits and interviews. The exhibit, curated in collaboration with The Graying of AIDS, is open to the public April 23 – 25 at the San Francisco LGBT Community Center.
 
“As the population of older Americans living with HIV/AIDS grows, the daily realities, concerns and successes of their lives remain largely unrecognized,” stated Glen Pietrandoni, senior director of virology, Walgreens. “By sharing stories of challenges and triumphs through the compelling photography and insightful testimonials, we hope to increase awareness of the unique needs of these individuals while being a trusted community resource to help those aging with HIV live well.”
 
“The public conversation on both aging and HIV generally leaves out the complex experiences of older adults living with the virus,” said Katja Heinemann, co-director of The Graying of AIDS. “Through this campaign, we hope to inspire people living and aging with HIV to achieve an improved quality of life.”
 
Individuals featured in the campaign share real stories of diagnosis challenges and life triumphs.
 
“I spent so many years in fear of the disease and dealing with stigma,” said Greg Mahusay, a campaign participant. “Right now, I owe it to myself to live. I’ve become confident enough to not care about stigma anymore, and I think that comes with aging.”
 
According to the Centers for Disease Control and Prevention, about 1.2 million people in the United States are living with HIV and for the first time, half of those will be 50 years old or older this year. Left unaddressed, older adults living with HIV may lack the support needed to help manage medications for HIV and other chronic conditions that are commonly associated with aging. Recognizing the unique care and support needed, Walgreens launched Well Beyond HIV, in January, to provide information and resources for those living with HIV and to help inspire dialogue, eradicate stigmas and amplify the voices, faces and stories of those over 50 living with HIV.
 
Walgreens is committed to supporting those living with HIV. Through more than 800 Walgreens HIV-specialized pharmacies throughout the country, more than 2,000 specially trained pharmacists provide confidential, face-to-face medication therapy consultations and health-and-wellness guidance to help patients manage HIV, common comorbid conditions such as hepatitis C and other conditions generally associated with aging. 
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MPG adds to advisory board

BY DSN STAFF

NEW YORK — Market Performance Group, a consulting and sales management services company, on Tuesday announced a change to its leadership structure as well as two additions to its advisory board to help better serve the company’s clients. 
 
Tim Toohey, founding partner of MPG, will retire to pursue other interests. Toohey will continue to serve as a member of the advisory board, the company said. 
 
“We are grateful to Tim for his years of hard work and his exceptional business acumen, which have served to spectacularly position our endeavors well into the future,” said MPG founding partner Marc Greenberger. "We’re thrilled that our fine colleague and friend will continue in his strong role on the Board.”
 
Joining the board are Jim Mackey and John Hogan, who both bring extensive industry experience to the company. Mackey most recently served as SVP and general manager for Merck’s US consumer business, while Hogan most recently served as VP customer and logistics services for Johnson & Johnson and president, J&J HCS. 
 
"Having worked with MPG as a client I have experienced first-hand the value they create, not just in terms of strategy but also in the effective execution of strategy in the marketplace," Mackey said. “I am excited to work with MPG and the Advisory Board to introduce their unique capabilities to a broader set of consumer goods clients."
 
Hogan added: "I am thrilled to join MPG as they look to help leading companies become world-class at strategy realization and market activation.  A powerful team, they offer experience and depth across many consumer goods business functions and channels. I look forward to partnering with Managing Partner, Marc Greenberger, and the rest of the team to shape the next phase of growth."
 
Doug Degn, former Walmart EVP merchandising; Bill Duffy, former Johnson & Johnson VP Sales and Pat Peters, former Unilever SVP, are also members of the MPG Advisory Board, the company stated. 
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