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    Fast Shopper, Slow Store: A Guide to Courting and Capturing the Mobile Consumer
    Fast Shopper, Slow Store: A Guide to Courting and Capturing the Mobile Consumer
    Fast Shopper, Slow Store: A Guide to Courting and Capturing the Mobile Consumer
    Ebook84 pages1 hour

    Fast Shopper, Slow Store: A Guide to Courting and Capturing the Mobile Consumer

    By Gary Schwartz

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    About this ebook

    As a retailer, how can you leverage mobile technology to increase sales? Fast Shopper, Slow Store will show you how.

    From Best Buy to Borders, retail stores are closing their doors forever. More and more, consumers are looking to their mobile devices for the best products and the cheapest deals, and they all want to buy it faster—at the touch of a button. The shop has lost it connection to this shopper. Gary Schwartz has been at the frontlines of the mobile industry for over a decade, and this book is about what companies can do to build the mobile tools necessary to reestablish a relationship with their mobile shoppers. Rich with examples—from Amazon to Barnes and Noble to Google—Schwartz gives a step-by-step approach to harnessing and executing the strategies necessary for companies to move into the mobile sphere…and see lasting, lucrative results.
    LanguageEnglish
    PublisherAtria Books
    Release dateSep 25, 2012
    ISBN9781476703947
    Fast Shopper, Slow Store: A Guide to Courting and Capturing the Mobile Consumer
    Author

    Gary Schwartz

    Gary Schwartz began his career as a columnist in Japan and later became an anchor on Asahi Television. He ran number of technology startups before founding Impact Mobile, a mobile technology company specialized in retail and brand solutions, in 2002. Schwartz has played a leadership role in the mobile industry, founding the mobile committee for the Interactive Advertising Bureau (IAB) in 2005 and presently serving as North American chairman of the Mobile Entertainment Forum (MEF). In this capacity, Schwartz is developing a global mobile commerce practice to service brands, retailers, and content owners. He lives with his family in Toronto.

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      Book preview

      Fast Shopper, Slow Store - Gary Schwartz

      Intro to the Dating Guide

      So the story goes: You walk into a bar, and there is a cute girl (guy) you’d like to hook up with. Even in this day and age, when both consenting adults probably have smartphones, you are unlikely to ask:

      1. May I scan you?

      2. Do you have a website address?

      3. May I download your app?

      4. Is there an NFC (Near Field Communication) tag somewhere on you that I can tap?

      The natural question that you will ask is the same one your dad asked your mom (before the arrival of the smartphone):

      5. May I have your number?

      The phone was, and continues to be, a communication device. That elusive phone number in the bar is your way of connecting for a dinner date the next day. That magic number gives you the permission to call long after the bar is closed. It enables a two-way relationship. And it means, most important, that you are now in the other person’s circle of trust.

      The same holds true for retailers and brands; however, like a wide-eyed, socially awkward kid in the bar, in the digital era some retailers do not have the social tools to get the second date. They do not have the skills to build a trust relationship with anyone in the bar, and they are not in a position to get a simple phone number scrawled on the back of a proverbial matchbox.

      An Instagram from the past*

      In simpler times, you could put up a store opening] sign and inflate a few dozen balloons, and consumers would file into your store. There was a time when a product could be sold based on a jingle, a flyer, a coupon.

      You could neatly categorize your consumers and call them names such as Traditional Tracey, Stressed Susan, or Variety-Loving Vicky. There seemed to be more order, and retailers’ assumptions about shoppers always seemed to be accurate and measurable. The world was a safer place.

      Those were the halcyon days when brands were at the center of the universe and shoppers orbited around them. Then something went awry. Retailers lost their mojo, and consumers began shopping around. Why go to the store when the store can come to me? they thought. Convenience trumped loyalty, and seemingly overnight many brands and retailers began orbiting alone.

      It may feel as if digital technology has rudely disrupted the newspaper industry and music labels and is now reinventing the mall. However, it is not technology alone that is the culprit; retailers have not bothered to chase consumers and by not doing so have lost their connection to them. Bricks-and-mortar stores are not going away, but their business models and relationships to consumers are changing. The store’s walls have become porous, and the science of plan-o-gramming,* shopper marketing, and customer loyalty has been thrown on its ear.

      This book is about building the social tools necessary to reconnect with shoppers. For brands, retailers, and content owners that are trying to get out of a traditional relationship and back into the dating scene, this is a guide to how to connect with their new mobile consumers, get their phone numbers, and get that all-important second date.

      Elephants and Donkeys and Shampoo, Oh My!

      SOAPBOX POLITICS • THIS SEAT’S TAKEN • MORE THAN KISSING BABIES

      Many people in the business of connecting to retail customers are busy reworking their game plan. It may reassure the reader that no one is immune to digital disruption, which has left most industry folk, from brands to broadcasters, from publishers to politicians, questioning the way they engage with their audiences.

      The 2012 U.S. presidential election is a perfect example of brands desperately seeking buyers. As the candidates claw for positioning, it is evident that the election process is (surprisingly or not) similar to selling a product in a hugely competitive retail market. Each electoral cycle demonstrates the challenge of courting an increasingly digital public.

      The techniques that President Barack Obama and Mitt Romney use to market their platform and gather votes are the same as those embraced by brands to manage their market presence, build engagement, and move their audience to a sale. All the challenges of chasing the itinerant mobile public are the same as those facing bewildered shopkeepers.

      Soapbox Politics

      Products are

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