Brick-and-mortar retailers have an opportunity to surprise and delight shoppers with digital, connected and omnichannel experiences in the physical store, but many are struggling to make that opportunity pay off. To be fair, reimagining an entire industry is no easy task.
Trevor Sumner, CEO of PERCH, said that people aren’t seeing TV ads anymore, and active engagement between brands and their customers on Facebook is dwarfed by the number of shoppers who pass by a store display on any given day. If sales depend on customers having downloaded the store’s mobile app, he said, then the brand is only reaching about 10 percent of its shopper base — and besides, do they really want customers to be looking at their phones as they browse the store?
In short, said Sumner, marketing isn’t hitting shoppers when and where it needs to.