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Published: June 09, 2016
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Traditionally, shopper marketing meant in-store displays intended to sway consumers on the spot. Manufacturers and retailers are still driving sales in the aisles, but now those endcaps (or packaging, or shelf labels) might contain sensors to entice, entertain and inform mobile shoppers. Smartphones aren’t just empowering users—they are also bringing them closer to brands.
"While experimental in-store technologies like beacons and “smart shelves” still have low adoption rates among US retailers, nearly two-thirds of retail executives use apps and digital rewards programs, showing that mobile is a priority."
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In-Store Digital Technologies Used by US Retailers, Dec 2015 (% of respondents)
Significant Opportunities from Mcommerce Adoption According to US* Retailers, by Business Success, Feb 2016 (% of respondents)
Marketing Spending by US Manufacturers, by Channel, 2012 & 2014 (% of total)
Why Mobile Matters
Digital Tools Used by US Restaurant Diners vs. Grocery Shoppers, Aug 2015 (% of respondents)
Smartphone Activities Conducted While Grocery Shopping Among US Grocery Buyers, by Demographic, April 2016 (% of respondents in each group)
Factors that Would Lead US Grocery Buyers to Use a Retailer's Smartphone App While Shopping, by Demographic, April 2016 (% of respondents in each group)
Most Effective Methods for Engaging Customers According to US Retail Executives, Dec 2015 (% of respondents)
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