How technology is redefining shopper marketing

As brands across categories vie with one another to create deeper shopper recall and reinstate their positioning, technology seems to be the real game-changer. Here’s a look at the many ways in which technology is redefining shopper marketing. Don’t miss the case studies and interviews in the following pages that reiterate the role of technology in facilitating better connect with shoppers and enhancing their brand/in-store experience.

- N Jayalakshmi

When Rita Sharma (name changed), a 35-year-old housewife, goes to her favourite supermarket to buy her monthly groceries, she is instantly greeted with a personalised greeting on her phone, reminding her of all the offers available in the store, on her favourite brands! Pleasantly surprised, she heads right to those sections displaying the offers, picks up her items and is about to walk to the counter, when a store staff member pleasantly points her in the direction of the self check out kiosk. Feeling a little nervous about operating a digital device, she seeks the help of the store staff who gently guide her through the process. And before she knows it, Rita is out of the store, shopping bag in tow! No time wasted sauntering through aisles, comparing prices, looking for specific brands or rummaging through packages.

Rita has just given extra brownie points to her favourite brands and favourite store for enabling a smoother and quicker shopping experience.

Well, we don’t need studies to tell us that technology has today bridged the gap that existed between brands and shoppers. In the process brands are not only able to arrive at better insights and understanding regarding their shoppers/customers but are also able to achieve significant cost and operational efficiency, which in turn creates better brand experience and recall, leading to higher customer loyalty. Here’s a look at how exactly technology is redefining shopper marketing.

1. Data is the holy grail