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STILL AVAILABLE: The Essentials of Shopper Technology, the Shopper Technology Institute's first book. Click on book cover at right to see samples, reviews, and ordering information for the hardcover, paperback, and Kindle editions.
New Directions in Shopper Technology is the second book from the Shopper Technology Institute. Building upon the foundations of 2013's Essentials of Shopper Technology, the book is divided into five sections: Shoppers, Loyalty, Engagement, Analytics and Digital and contains 19 essays on how mobile marketing, social media, sophisticated analytics, Big Data and the like are continuing to evolve.

Click on the cover at left to see samples and ordering information for the paperback and Kindle editions.
Omnichannel Needs
OmniSmart Thinking

By Janet Dorenkott

Addressing the omnichannel dilemma should be a top
priority for CPG manufacturers. The omnichannel brings with it a wide array of new challenges. It's time for retailers and manufacturers to get OmniSmart about attracting, converting and delighting customers!

The omnichannel is not just the “channel” a customer makes their purchase through. It is the full consumer experience. Too many people confuse Multi-channel with OmniChannel and therefore ignore new challenges...
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Will Digital Technology
Enhance in-Store Shopping?

Digital innovation is emerging in grocery stores. For
example: Marsh Supermarkets will launch the first-ever
Apple Watch-iBeacon experience this spring as part of a bigger commitment to enabling in-store engagement via mobile devices. Tesco in the UK is the first grocer to launch a basic version of its shopping app for Google’s Glass eyewear. Save Mart Supermarkets is increasing its options for mobile payment at checkout with the debut of Apple Pay in all of its 217 stores.

Discussion Questions:
Which of these digital innovations will be most successful? Why will some fail?  Will these innovations be a competitive advantage for grocers? Which demographic groups will embrace these innovative ways to enhance grocery shopping?
Here’s what the experts have to say...
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Gauging the Future of
Digital Innovations

By Randy Evins

The most successful digital innovations will revolve around real-time retail. By tapping into Big Data, grocers can personalize the shopping experience and better connect customized offers with shopper behaviors or actual purchase history. Between 2010 and 2012, interest in online coupons surged from 15 to 47 percent, indicating that shoppers are actively looking for discounts. A 2013 Retail Feedback Group survey also indicated that 76 percent of grocery shoppers were likely to use their smartphone for digital coupons.

With the deployment of beacons, grocers can offer discounts at the “point-of-decision.” And when implemented correctly, beacons can even push offers tied to a shopper’s loyalty data or history... 

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