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Tech developments spawn formidable marketing tools

Gary Evans -- Furniture Today, November 16, 2011

Gary Evans Senior EditorTo me, the greatest achievement in technology was when my parents brought home our first television and turned on the first program - "Hopalong Cassidy." It was an oh-my-god, I've-died-and-gone-to-heaven moment.
     I think I could have another of those moments if I would break down and buy an Apple iPad. What stops me is that I have a perfectly good, reasonably new PC, an investment that somehow makes it seem frivolous to buy another toy.
Technology can be fun. But there's so much tech stuff coming at us that it's scary, and it's work just to keep up.
     I'm thinking about retailers having new app pressures. At the last couple of markets, countless vendors have shown retailers all kinds of apps designed to get consumers into stores, present their wares and help salespeople write orders.
     Smartphones and apps are formidable marketing tools. Earlier this year, Google and market research firm Ipos OTX MediaCT found that 79% of smartphone consumers use their phones for shopping-related activities such as comparing prices, finding product information or searching inventory. Also, 70% use smartphones in stores.
     That sort of usage has not only spawned apps but other technologies, including QR (Quick Response) codes, first introduced by Toyota subsidiary Denso Wave in 1994 to keep up with vehicles in the manufacturing process.
     So what should retailers do about those little black boxes with the funny looking stuff - QR codes - within them?
     Tom Jordan, director of retail integration at Info Retail, said the question isn't whether stores should incorporate QR codes into their marketing strategy, but how to do it.
     "A QR code is not a sign, it's a business channel," Jordan said. "QR codes are revolutionizing communication and cross-channel integration. But you have to conduct due diligence before you start."
     How? He suggests that, to avoid multi-channel and supplier problems, retailers should conduct a feasibility study to determine if and how QR codes can be integrated in a marketing plan to benefit all business partners.
     Then, retailers should develop a program to include brand value maximization, content strategy, vendor coordination, integration of all channels and standards, consumer phone/text message marketing, couponing and existing 2D barcodes.
     At that point, Info Retail says, retailers can confidently develop platform applications and conduct a pilot to test for operational issues.
     Thus QR strategy - fueled by customer relationship data and analytics - can be applied to help retailers understand, respond and interact with smartphone shoppers to build loyalty and prevent defection to competitors, and to localize brand relevance and information for every region, store, product and shopper.
     After that you can settle back, relax, and dial up old Hoppy on your iPad screen.

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