Five Multi-Channel Trends That Impact In-Store Merchandising, Guest Series Part 3Source: Frank Mayer and Associates, Inc.
By Gail Tanner, director, social media and mobile marketing, Frank Mayer and Associates, Inc.
Gone are the days when an in-store merchandising company can put a solution on the floor and think of it as impacting what happens in the store only. Consumers shop in a world that is becoming increasingly multi-channel but they operate in a mindset that is decidedly cross-channel.
A new shopper orientation toward multiple and varied inputs requires us to connect the dots when developing a solution for a retailer. The path to purchase is more personal and consequently less predictable, and display or kiosk user experiences must reflect this environment.
Surprisingly, it is sometimes the in-store merchandising company that is raising the “have you considered” questions that bring multi-channel and cross-channel execution into the discussion of a project’s scope.
We serve our customers well by showing them how to leverage the capability of one channel to impact another. It requires us to constantly look ahead.