Who owns the in-store digital relationship?


This article first appeared on LinkedIn.

We recently commissioned independent research into how UK brands are reacting to proximity marketing as an opportunity. 99% plan to do it, 79% in the next six months. If you’ve haven’t already seen it you can download the whitepaper in the Research section.

From these findings, I think we can fully expect that brands are going to be targeting in-store user’s smartphones in very interesting and ultimately rewarding ways very soon. But who owns the in-store digital relationship and who, inside the brands will have responsibility for this?

It’s a win/win for both parties. The customer gets what they want, whether it’s financial incentives to purchase, innovative content on the products they like or simply just a better shopping experience thanks to insights on their behaviour that lead to better designed and staffed stores. And the stores – or restaurants or theme parks or sport stadiums or any high footfall location – get better conversion rates, a better digital relationship, more loyal and hopefully more frequent customers thanks to the insights that proximity delivers to their retail methods…

Read more on LinkedIn.