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Push vs Pull: How Mobile Changed Retail Promotion Strategies
The push vs. pull debate has now crossed into mobile marketing and, similar to discussions regarding email marketing and other online initiatives, each approach offers pros and cons. And, as with most debates, a healthy balance is usually the best bet.
Some liken push marketing to spam as consumers often experience unexpected or too many promotional offers via smartphone either through a browser or native app. But when you are in the market for whatever message or offer is pushed, the promotion becomes relevant and pulls you in.
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In-store experience evolves with customer expectations
Customer expectations of the store have changed dramatically in the last few years as constant connectivity has changed the way consumers live their lives. Johann Wrede, senior director of solution marketing for SAP, recently discussed the evolution of the in-store experience with Chain Store Age.
1. How have customer expectations for the in-store experience changed in the last few years?
