Loyalty Marketing

Marsh Supermarkets, a regional grocer with 73 stores in Indiana and Ohio, needs to know its customers especially well to compete with larger supermarket chains.

To that end, Indianapolis-based Marsh is partnering with targeted marketing software vendor inStream to provide personalized, targeted offers on the front of consumer receipts. InStream drives customer engagement and sales via personalized targeting based on customer-specific purchase data.

The resounding priority among retailers has been accelerating their integrated omnichannel offering – which has meant everything from merging online and store teams to measuring the in-store impact of digital campaigns. Recent innovations include mobile app and in-store technologies, multichannel fulfillment solutions, and coordinated cross-channel promotions. These kinds of initiatives will continue to be top of mind in 2016, particularly as consumer expectation for a seamless and personalized experience – and deep discounts – continues to grow.

If you’re going to invest in the emerging area of mobile retail apps, you might as well build it around the latest consumer trends.

Ankeny, Iowa-based convenience chain Casey’s General Stores Inc., which operates more than 1,900 stores in 14 Midwestern states, is releasing a new app that includes functionality for the growing consumer preference for prepared meals. The app allows Casey’s customers to order pizza, made-to-order sub sandwiches and appetizers.

Staples is condensing its 30 years of business knowledge into a new performance tracking mobile app to help customers grow their business.

Staples launched a new mobile app branded as Quick Wins to offer business-specific ideas, metrics and community support in one easy-to-access place. The retailer said its research showed that nearly three-fourths of small businesses want assistance getting their business metrics on track, yet 41% are not sure what business metrics they should focus on in order to ensure their success.

Last week, I looked at the top three trends that disrupted how retailers engage their customers during 2015. This week, I predict the top three trends that will set the course for customer engagement in 2016.

As Seen on TV

Amazon.com had a merry (and prosperous) holiday season, at least according to a limited set of statistics released by the e-tail giant.

Amazon touted the impact of mobile commerce on its 21st holiday season, reporting that nearly 70% of its customers shopped using a mobile device. However, Amazon did not break that figure down into how many shoppers actually made mobile purchases compared to those who browsed on a mobile device and bought through another channel.

In many ways, 2015 marked the year the customer truly took over. Retailers recognized that constant connectivity and increasingly sophisticated consumer devices have created an environment where customers decide what they want, when and how they want it, and then choose the retailer who can best meet their needs.

In this environment, retailers scrambled to engage customers in a more personalized and direct way than ever before. Here are the top three customer engagement trends of 2015.

On the Go

According to analytics reports from Adobe and RetailNext, online sales trumped bricks-and-mortar over Black Friday weekend and the trend looks to continue throughout the 2015 holiday season.