advertisement
advertisement
advertisement

Want To Push Social Media? Have You Considered Using Your Stores?

Written by Todd L. Michaud
January 10th, 2012

Todd Michaud spent years leading retail technology teams for Dunkin’ Donuts and Baskin-Robbins and today serves as the VP of IT for a billion-dollar franchise restaurant company. He also runs Power Thinking Media, which helps restaurants and retailers with social and mobile challenges.

How’s this for ironic? Retailers complain about how difficult it is to get shoppers to explore their social media efforts. And yet these same retailers have the almost undivided attention of these shoppers, often for hours every month, in an environment where the retailer has complete control of the surroundings, the store layout and the staff.

Almost all retail marketing efforts are based on the not-so-simple premise of getting people to purchase from them, either online or in person. The problem is likely a mesh of old-mentality thinking with a heavy dose of channel conflict. What if those marketing resources were directed at building a deeper relationship with consumers, one with more engagement? Although that may work for a digital marketing team (it is actually the foundation of most successful digital marketing strategies), what about using in-store technology and even the sales associates to start or enhance those digital conversations?

In my mind I can see the CEO’s face as the marketing chief explains that he wants to grab some of the consumers attention while they are in the store to “build a deeper relationship with them online.” I have to imagine that is about as close to heresy as it gets in traditional retailing. “Wasting” precious time and attention of a shopper and “distracting” them with things that do not involve a sale in that very moment, at the point of purchase!

Then there is the small fact that the retail operator doesn’t feed his family based upon how well his customers are engaged online. He’s paid to sell products. I can also see his face as he’s told that he has to staff additional labor and purchase additional technology “just so the E-Commerce guys can get a sale.”


advertisement

Comments are closed.

Newsletters

StorefrontBacktalk delivers the latest retail technology news & analysis. Join more than 60,000 retail IT leaders who subscribe to our free weekly email. Sign up today!
advertisement

Most Recent Comments

Why Did Gonzales Hackers Like European Cards So Much Better?

I am still unclear about the core point here-- why higher value of European cards. Supply and demand, yes, makes sense. But the fact that the cards were chip and pin (EMV) should make them less valuable because that demonstrably reduces the ability to use them fraudulently. Did the author mean that the chip and pin cards could be used in a country where EMV is not implemented--the US--and this mis-match make it easier to us them since the issuing banks may not have as robust anti-fraud controls as non-EMV banks because they assumed EMV would do the fraud prevention for them Read more...
Two possible reasons that I can think of and have seen in the past - 1) Cards issued by European banks when used online cross border don't usually support AVS checks. So, when a European card is used with a billing address that's in the US, an ecom merchant wouldn't necessarily know that the shipping zip code doesn't match the billing code. 2) Also, in offline chip countries the card determines whether or not a transaction is approved, not the issuer. In my experience, European issuers haven't developed the same checks on authorization requests as US issuers. So, these cards might be more valuable because they are more likely to get approved. Read more...
A smart card slot in terminals doesn't mean there is a reader or that the reader is activated. Then, activated reader or not, the U.S. processors don't have apps certified or ready to load into those terminals to accept and process smart card transactions just yet. Don't get your card(t) before the terminal (horse). Read more...
The marketplace does speak. More fraud capacity translates to higher value for the stolen data. Because nearly 100% of all US transactions are authorized online in real time, we have less fraud regardless of whether the card is Magstripe only or chip and PIn. Hence, $10 prices for US cards vs $25 for the European counterparts. Read more...
@David True. The European cards have both an EMV chip AND a mag stripe. Europeans may generally use the chip for their transactions, but the insecure stripe remains vulnerable to skimming, whether it be from a false front on an ATM or a dishonest waiter with a handheld skimmer. If their stripe is skimmed, the track data can still be cloned and used fraudulently in the United States. If European banks only detect fraud from 9-5 GMT, that might explain why American criminals prefer them over American bank issued cards, who have fraud detection in place 24x7. Read more...

StorefrontBacktalk
Our apologies. Due to legal and security copyright issues, we can't facilitate the printing of Premium Content. If you absolutely need a hard copy, please contact customer service.