Industry Wire

11/22/2017 in Industry Wire , by

Adidas includes NFC chip in official Fifa World Cup football

A reinvention of a classic model with a brand-new panel design and the latest technology: in an exciting re-imagining, adidas today revealed the official match ball for the 2018 FIFA World Cup Russia™, which pays homage to the first-ever adidas World Cup ball. The Telstar 18 evokes unforgettable memories of the 1970 FIFA World Cup™ – and of legends like Pelé, Gerd Müller, Giacinto Facchetti, Pedro Rocha and Bobby Moore…
11/20/2017 in Industry Wire , by

Can Collaboration Shore Up Brick-and-Mortar Retail?

Brick-and-mortar retailers often gripe that they are at a competitive disadvantage against online retailers because of their relative inability to map a more complete view of who their customers are and their traffic, browsing and purchasing behavior. As malls, department stores and other retailers struggle to drive traffic, some players are considering sharing data. Mall developer Westfield, the owner of 35 shopping centers, is seeking to persuade retailers, brands and even…
11/17/2017 in Industry Wire , by

Obsessed Much? Mobile Addiction Is Real

It seems like many people can’t put down their smartphones. And a study from Deloitte, conducted by Ipsos MORI, found that to be the case. According to the survey, which polled 2,000 US internet users ages 18 to 75, most people check their device approximately 47 times per day. And younger users? Well, they tend to check it with a significantly higher frequency—roughly 86 times a day. That’s an increase from the…
11/15/2017 in Industry Wire , by

Melissa Shoes Ties Social and In-Store Engagement Together

How the footwear brand leveraged Instagram and interactive store displays to drive in-store engagement and conversion. A marketer's job doesn't end when the customer reaches the register. On the contrary, a purchase signifies the start of a journey towards retention and loyalty. However, generating continuous engagement and repeat purchases isn't easy. Just ask footwear brand Melissa Shoes. Melissa Shoes, known for its plastic footwear, struggled to get customers to return…
11/10/2017 in Industry Wire , by

The Cost of Acquiring a Mobile App User

Getting a first-time user to install an app isn’t easy. And getting that user to make a purchase within the app is even harder—and a lot costlier. In fact, mobile app marketing and retargeting company Liftoff analyzed user data for a year, and found that the average cost to acquire a user who makes a purchase via an app is $64.96. That’s significantly higher than the cost of getting someone to…
11/08/2017 in Industry Wire , by

Many Retailers Lag in Customer Engagement Technology Adoption

Most retailers have not implemented a host of key ecommerce and in-store technologies that support a seamless, convenient, omnichannel customer experience, according to the latest edition of the Customer Engagement Tech Trends study from RIS and International Data Corp. (IDC). The study, based on a survey of 65 North American retail executives, found that even for relatively common technologies such as "email, mobile, text marketing/messaging," less than half of the respondents said their…
11/06/2017 in Industry Wire , by

Separating Mobile Leaders From The Laggards

Let’s give a round of applause to brands like Best Buy, Patagonia, and Kohl’s, which are really getting mobile right. As outlined in by L2’s latest Intelligence report, these guys are matching strong investments in content and commerce with aggressive mobile marketing initiatives. They’re regularly incorporating deep links in mobile search results, deploying strong mobile creative, and executing sophisticated content features effectively on mobile sites and apps. Their store locators…
11/03/2017 in Industry Wire , by

NFC is the Key to Hybrid Physical Digital Marketing

Once upon a time, retail stores tried to get our attention with special displays, signs and stickers, but now they can tap into the power of IoT to communicate a lot more than just “New!” or “Special!” The smartphones we carry can convey marketing messages built into the displays or even the product themselves with just a tap. Flonase®   has deployed Thinfilm's SpeedTap™ tags in interactive “smart” shelves in stores in six…
11/01/2017 in Industry Wire , by

Brands Struggle to Keep Up with Demand for Cross-Channel Marketing Personalization

Consumers want offline shopping experiences to be just as personalized as online, but new research from the customer data firm Segment shows that most major brands are failing to meet those expectations. In surveying 1,006 U.S. adults, Segment found that the vast majority are disappointed with the lack of personalization in their online and in-store shopping experiences. Seventy-one percent expressed “some level of frustration” when their shopping experiences are impersonal, leading to…
10/30/2017 in Industry Wire , by

To Achieve Personalization, Marketers Need Resources

Marketers are constantly looking to deliver a personalized customer experience. However, according to data from Sailthru, that’s not always easy. Sailthru, a personalization technology company, surveyed 146 UK and US marketers in the commerce, publishing and retail industries about their views on customer personalization—and asked them what impedes their goals in this area. Out of the many challenges mentioned, a plurality of respondents—roughly four in 10—said one of the leading barriers…