Is your brand ready for changes in the Retail?

At present, many companies seem to have an uncertain future if they do not adapt in time.

According to the CISCO report of “Customer Experience in 2020”, 70% of purchasing decisions will be based on the experience of the consumer, who is now more demanding, empowered and with a variety of alternatives in products and services.

On technological advances, its development and innovation such as robotics, virtual reality and artificial intelligence are some tools that are beginning to work through startups. An example of this is Mastercard, who has launched in Peru its first chatbot with artificial intelligence.

Now retail will have to give real value solutions giving more importance to its customers than to its own company applying the trend of purchase based on experience.

Studies confirm that the most precious thing for the consumer is their time, that is why the retailers will have to work 24 hours a day, 7 days a week to adapt to the consumer’s time.

Knowing the preferences of consumers will be of vital importance to know their tastes, level and frequency of consumption. Anticipating what a client says or thinks about what to buy to offer tempting incentives is important to gain their attention.

And your company, are you ready for the next generation?

México es de los países que más compras realizan fuera del hogar, por lo tanto, para ciertas categorías, el consumo fuera del hogar es importante para impulsar el crecimiento.

Fabián Ghirardelly, Country Manager de Kantar Worldpanel México, agencia líder en conocimiento de hábitos de compra de los hogares, nos comparte su opinión sobre cómo convertir el comportamiento de compra en una ventaja competitiva y crecer ante un entorno de incertidumbre.

A continuación, el directivo comparte 10 puntos importantes a tomar en cuenta para no dejar de estar presentes en los hogares mexicanos, cualquiera que sea la vía por la que se quiera llegar.

1. Impact more households

The most important way for growth is to reach as many Mexican households as possible. This is the best way to obtain a higher return on investment and greater market share.

2. Impact more channels

From the small shop on the corner, the sale of door to door, to the modern channel, the brands must be present in as many points of sale as possible, since this will boost their growth.

3. Cover new cities

Mexico is huge and clearly the brands can improve their development having presence in more cities of the country where they have not yet arrived.

4. Successful innovation, high impact innovation

In the country the development of innovation is high, but unfortunately there are few successful cases. It is important to understand and know the buyers to be able to offer attractive solutions and thus have a high impact on the market.

5. Attacking new moments of consumption

Many brands, by their nature, have concentrated their efforts on specific consumption moments. The challenge now is to look for uses or occasions of consumption to develop brands. Knowing with what type of products the brands coexist will give them a guide to where to go.

6. Attract consumption outside the home

Mexico is one of the countries that make the most purchases outside the home, therefore, for certain categories, consumption outside the home is important to boost growth. Brands must offer appropriate formats in correct channels, it is essential to grow in an uncertain environment.

7. Obtain purchases of new price points

Covering new price points (disbursements) in the category will be a new source of income. From Premium options and also opportunity in affordable options.

8. Communication more linked to consumption

It is becoming increasingly difficult for brands to invest in media, to have a more efficient and effective communication, the ideal is to understand which means the most frequent buyers of the brand consume to seek their loyalty or understanding the non-buyers of the brand to attract them.

For each type of buyer the communication must be differentiated: the first case is the most emotional and for the second most functional case.

9. Optimize the development of categories

Certain chains show less development for certain categories or, conversely, they encourage growth. It is critical that brands optimize development by specific channels and channels.

10. Effective promotions

Promotions are important for brand sales, but they must take care of their planning so that your target audience generates greater impact and loyalty. For example, when promotions last a long time, they play against each other because they lose the credibility of consumers.

Source: Perú-Retail

It is estimated that Mexico would have reached 54.2 billion pesos, according to the InformaBTL portal.

Commercial communication has become increasingly dynamic with technological developments and the interpretation of consumer needs, increasingly present in the tasks performed by brands.

This has allowed the redefinition of the concept of the consumer, because now there is greater knowledge of its route within points of sale, the feelings it registers before certain campaigns and the interest it has for certain products based on needs and demand for content.

From this scenario there are five actions that can be implemented in a BTL strategy:

1. Approach the consumer

• Meet the new consumer
• Identify your omnichannel profile
• Develop predictive models
• Understand privacy that demands
• Identify the digital impact on it

2. Point of sale strategy

• Size the challenge that Mexican retailers have to offer an omnichannel experience
• Know the golden rules to be an omnichannel retailer
• Understand retail pricing strategies
• Know the trends in point of sale: technology, showrooms, smart mirrors, shops without rows and purchase with face reader
• Meet the Shopper journey: the digital future at the point of sale

3. BTL Digital

• Big Data in BTL
• Understand the power of personalization in a BTL strategy
• Social networks as a protagonist in eCommerce and the payment trends within which it has
• Virtual Reality, Artificial Intelligence and Personal Assistance 

4. Experience marketing

• Create an experience marketing strategy
• The tools to generate shopping experiences
• The challenge of experiential marketing: How to capitalize on brand experiences?
• Content marketing as a generator of experiences
• The mobile experience of the consumer

5. Entertainment and influence

• Brands as the future of entertainment
• What role influencers play in entertainment
• The role of stadiums, tournaments, concerts, sporting events, as a marketing opportunity
• Activation of sponsorships and experiences within the event
• The future of entertainment marketing

In order to know each of these points in detail, the Below the Line and Entertainment Diploma is composed of interesting and cutting-edge topics about BTL, through which you can analyze the different strategies used in current commercial communication to understand the consumer purchasing behavior, know what are the different ways to get there, know the global trends of BTL and its effects on the mix of digital marketing, among many other topics.

In 10 classes you can learn from the experience of teachers each with a long career in the marketing industry Below The Line. Undoubtedly, with their teachings you can create innovative strategies that will impact your target audience. The Diploma in Below the Line Marketing and Entertainment is the only program of its kind worldwide, which has an international curricular certification endorsed by the University of Nevada, Las Vegas.

Source: Merca2.0

In corporate events, such as presentations, exhibitions or fairs, it is important to draw the attention of the attendees to approach your advertising stand. Achieving it is essential to get prospects and potential customers.

However, getting attendees to come to the stand, feel interested and ask questions is not an easy task. In the place there will be much competition and distraction, so it must stand out from the crowd and resort to advertising. Given this, the use of technology as an advertising medium is the option that guarantees results, says Stringnet.

What is technology as an advertising medium?

These are solutions that employ technological methods to transmit messages and ideas of a brand or a product with an advertising objective. For this innovative resources are used, such as virtual reality, augmented reality, holograms, 360 ° videos, video mapping, among others.

The combination of types of solutions, whether audiovisual, multimedia or interactive, offers an infinite potential in terms of the way of transmitting a message. Therefore, it is unmatched for other forms of advertising.

Why use technological resources as an advertising medium?

The traditional means of advertising at corporate events no longer offer great effectiveness because they have become a “commodity”. They no longer arouse interest in people. On the contrary, technological means are very powerful resources to capture and maintain the attention of people.

Who would not want to experience a virtual reality game for the first time in their lives? Who would refuse the opportunity to be part of an augmented reality experience? It is just that condition of novelty and innovation before the public that offers an attractive differential in relation to traditional methods.

Of course, differentiating is essential. While all (or most) of companies use traditional methods to promote their brand or their products, the one that differentiates itself with innovative and eye-catching technological resources, will attract the most future clients.

Finally, if the content and the appropriate strategy are added to the technology, you will be able to impact the public with unforgettable brand experiences.

Source: Informa BTL