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Paul Leybourne, Head of Sales at Vodat International: Retailers own mobile devices and customer mobile devices are having a significant impact on increased sales revenues, as a result of customers being able to view the full product offering online while in store, enabling retailers to cross and up sell. Issues around who should be credited for the eCommerce sales has been overcome by a number of smart retailers, who have been able to track that the order has come from using the Wi-Fi network in a store, enabling them to credit that store with the sale. This has removed the barriers between the bricks and mortar and eCommerce sales, as both benefit and work together as appose to against each other. www.vodat-int.com


Sue Benson, Managing Director at The Market Creative: “One of the major trends to watch is how retailers are driving engagement through showing their workings to deliver a unique ‘behind the scenes’ experience. This is about adding value by demonstrating authenticity and provenance. It incites an element of trust and transparency, and retailers should consider what stories they can leverage – last year Krispy Kreme celebrated its 75th anniversary with a video showing the ‘original glazed donuts being made all the way from dough to box’. For some brands like Havaianas, it is about personalisation, enabling shoppers to customise to their own taste and take a shared pride in the product being created before their very eyes.” www.themarketcreative.com


Todd Starcevich, Chief Client Operations Manager at ShopperTrak: “Despite the proliferation of mobile devices and the ability to shop anywhere at any time, brick and mortar stores are still integral to the consumer shopping experience. There is much talk of multi and omni-channels and retailers that manage the conversion of these channels most effectively will almost certainly fare best. However, while brands track website visitors and conversions as a matter of course, the same is often not true in-store. Only by using an accurate people counting solution can retailers answer questions such as: who is entering our store? Are they buying? If not, why not?”


www.shoppertrak.com www.a1retailmagazine.com


Janice Fairfield, Managing Director of Fairfield Displays: “An area that will continue to grow quickly is the usage of Digital Signage especially in the way it will be linked into the channel marketing strategy. With the increase of Internet shopping, retailers are looking at ways to increase sales at the point of sale. Fairfield has just launched a digital signage package that enables a QR code displayed on a digital screen to be recognised


immediately by a mobile device. It is the way that this technology will be used that will be really interesting. Customers would be able to order a product on line while still in the shop for example”. www.fairfielddisplays.co.uk


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