Trade Talk

Speaking with technology providers at trade shows has become a lot more interesting.

Just a few years ago, marketing events with a technology focus were either glorified consumer electronics shows or escapes into the realm of science fiction, depending on which booth you visited.

Many exhibitors simply sold a "thing" -- a high-end television monitor, ambient sound speakers, a multimedia player -- but offered little proof that their things would improve marketing effectiveness or generate sales growth. Others demonstrated truly cutting-edge technologies that were still years away from being either fiscally or functionally ready for the retail environment.

In either case, the motivation for adoption often seemed to involve little more thought than "technology for technology's sake." The key to improving the shopper experience was installing things that moved, blinked, barked or played paid third-party advertising.

Not anymore. Technology providers on hand at recent industry shows (such as the NRF Show in January and the Digital Signage Expo last month) exhibited a lot more intelligence along with their screens, boxes and blinking lights. They offered more compelling arguments about the ways in which their technologies would benefit retailers and/or brand marketers.

For one, technology providers now understand that influencing shopper behavior is about more than presenting an entertaining diversion. For another, they're creating more sophisticated systems: customer-facing services in addition to back-office functions, for instance; devices that combine shopper interactivity with paid advertising opportunities. They also seem to have adopted a stronger desire to play together, realizing that multiple, incompatible communications systems within a single store won't be as effective -- or as appealing -- as integrated, complementary programs.

The other big change? Technology providers are able to talk about actual clients more often than in the past, when "We're getting great response from the retailers we talk to," usually meant, "We haven't signed a single contract yet."

Of course, anybody can talk a good game. For every vendor offering a sophisticated shopper marketing solution, there's another who's done little more than memorize a few industry buzzwords. (A similar trend took place within the promotion industry in the early 1990s, when logoed stress balls and other tchotchkes suddenly became "brand awareness tools.")

But you're much more likely these days to find a worthwhile technology that can improve your marketing effectiveness. And, finally, you might even be able to afford it.

Peter Breen
Managing Director, Content
In-Store Marketing Institute

Members: More information here.

"The 5th P: Leveraging People as Your Most Important Marketing Asset" by bds mktg

Move over Product, Price, Placement and Promotion. Trends in consumer behavior make it imperative for marketers to satisfy the needs of an increasingly demanding customer base. The most important ingredient for success in this endeavor may be the effective "activation" of the store's most valuable marketing tool: the People who work there. Randy Schrock, vice president of operating strategy at bds, explains how product manufacturers and retailers can enhance the in-store experience by improving the relationship between employee and customer in an exclusive white paper.

Members, view the white paper.

NRF Show Technology Review

Aside from being attacked by a robotic shopping assistant (OK, it was more like a bump), the Institute had a great time at the National Retail Federation's annual "Big Show," where technology suppliers exhibited a much deeper understanding of retailer needs and shopper demands.

Members, view the report.

Market Check: Las Vegas

What do you find on store checks in Sin City the week before a NASCAR race at Las Vegas Motor Speedway? Countless themed displays for beer, soda and snack brands, and more standees than you thought were possible in one marketplace. The Institute's staff presents images from Wal-Mart and its Neighborhood Market format, Tesco's Fresh & Easy, Smith's Food & Drug, Albertsons, Vons and Kmart.

Members: View the store checks.

Desktop Marketing Conference: "The Impact of the Changing Senior Market" by Bob Fell, Varsity/Pavone

Baby Boomers have gradually shifted from being collectors of "things" to collectors of "experiences," says Bob Fell, former partner/director of strategy & planning at Varsity/Pavone. That means product marketers better have a good grasp on how their products fit within the context of the senior lifestyle. In a presentation from the 2007 In-Store Marketing Expo, Fell presents results from a proprietary study of 850 seniors that offers detailed insights into their values and expectations.

Members: View the presentation.

Retailer Profiles: Marketing at Kroger

Call it a subtle revolution: the nation's leading supermarket operator has strengthened itself not through massive store redesigns, breakthrough new formats or strategic repositioning, but by taking time (and spending money) to understand its shoppers a whole lot better. In the process, it has created a blueprint for data mining worthy of emulation.

Members: View the profile.

Welcome New Institute Members

The In-Store Marketing Institute is delighted to welcome new and renewing members to the Institute family. Below is a list of the companies that signed up recently. Welcome aboard.

• 3M
• 3M Stationery Products Division
• AGI In-Store
• AICC
• Avery Dennison
• BDS Marketing
• Beam Global Spirits & Wine
• Benjamin News Group
• BrandPartners
• Cadbury Adams
• Cornerstone Display Group
• Greenhouse Partners
• Hilti North America
• Ivey Imaging
• Konica Minolta Business Solutions U.S.A. Inc.
• Marketing Drive LLC
• Mattel Toys
• Meredith Corp.
• Miller Brewing Co.
• NYSCO Products
• Pratt Corp.
• Radio Disney
• Russell Corp.
• Sony Computer Entertainment America
• Starcom Mediavest Group
• StoreBoard Media LLC
• Sunstar Americas, Inc.
• Super Glue Corp.
• The Coca-Cola Company
• The Hoosier Lottery
• The Vidal Partnership (TVP)
• TimBar Packaging & Display, Point of Purchase Division
• Time/Warner Retail Sales & Marketing
• Unilever
• Western Union
• Windsor Marketing Group