5 Digital Shopper Marketing Trends Dominating 2014
Shopper marketing has seen a sea change over the past few years as the digital age put consumers in the power seat, and retailers must now work harder than ever to win them over. One thing hasn't shifted, however: the need for retailers to get shoppers into stores in order to boost sales and category leadership.
Digital tools, from e-commerce to social media to mobile, have given consumers the freedom to shop how they choose. Smart shopper marketers are also using the latest in digital options to influence shopper behavior and engage them at home, on the go and in-store.
The following are the five biggest digital shopper marketing trends that are dominating (or are on track to dominate) this year:
1. Webrooming will beat out showrooming. If the 2013 holiday season was any indication, webrooming (i.e., researching a product online before purchasing the actual item in-store) was set to see a boom in 2014 and virtually cancel out problems associated with showrooming (i.e., checking out products in-store before buying online). A December 2013 Harris Poll found that nearly half of U.S. consumers (46 percent) said they've "showroomed," but more than two-thirds (69 percent) said they've "webroomed." This trend will continue to play out this year.
2. Digital marketers are moving beyond the cookie. The cookie, that small but infamous piece of data stored in consumer web browsers that allows advertisers to track shopper behavior, may have outlived its welcome. Publishers are concerned about cookies’ impact on page load times, ad discrepancy counts and data leakage, while consumers worry about privacy issues related to cookies. In addition, the rise of smartphones and tablets has made cookies far less powerful because they can't track behavior on those devices. Instead, solutions that aren't reliant on cookies are popping up, including those that focus on leveraging Wi-Fi networks to deliver targeted ads.