According to the RIS/Cognizant survey, “shoppers’ technology preferences and their criteria for positive store experiences vary dramatically by gender, age, income and product type … retailers must carefully define their target customers before investing their technology dollars.”
Project protocols have their place in business, but try as they might, our customers can’t evaluate the total value of retail solutions, from a components list. Nor can they simply look at design alternatives to make their choice. There is so much more to self-service in-store merchandising than meets the eye or the spreadsheet.
Surprisingly, it is sometimes the in-store merchandising company that is raising the “have you considered” questions that bring multi-channel and cross-channel execution into the discussion of a project’s scope.
SymphonyIRI recently published a new report entitled “Merchandising Trends: Driving Consumption through Shopper Marketing.” In it, they note the role merchandising plays in retail across various consumer packaged goods categories.