Get, Keep, and Grow Customers
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There is a dizzying number of digital and social media tools and platforms available to retailers and brands. While it's definitely not advisable to boil the ocean and deploy everything, a smart mix of digital and social marketing will go a long way in improving your bottom line. With skyrocketing Internet access and smartphone penetration rates, retailers and brands must invest in digital marketing. Before running digital marketing activities it's best if you have an overall structure for how these activities will support your business. This will help in maximizing value from your digital activities, rather than shooting in the ...

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Why Mobile Loyalty?
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With nearly half of all Canadians going mobile with smartphones – according to a recent study by Ipsos Reid – local businesses can count on greater pressure and bigger expectations from newly-empowered customers. But can retailers also count on increased consumer loyalty from such patrons? Well, maybe. But they certainly have to play their cards right.  And they better play them digitally. NPD CREST says “digital marketing is responsible for driving 33 percent of a restaurant’s new customers;” a number fueled by 12 million, tech-savvy Canadian Millennials (consumers aged between 16 and 34).  The market research firm also confirms that ...

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How to Increase Retail Sales When Doing So Seems All But Impossible
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Distraction.  The retailer’s greatest enemy.  Especially in today’s age of instant gratification and constant exposure to advertisements, text messaging, and social media, most retailers can only pray they get through to their target customer…let alone move them to make a purchase.  Mix in the pressure of decreased margins, lower entry barriers, and increasing competition, and retailers are faced with a long, demanding, and sometimes-insurmountable 15-round fight when it comes to increasing sales. There is an answer, of course.  Heck, many established businesses continue to thrive while even some newcomers are experiencing massive successes. No, no.  I’m not claiming to have ...

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If Target could do it, so can you...
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Target raised many eyebrows when it used deep customer data to predict a teen's pregnancy and market maternity products to her (article). They went too far. But the underlying trend is being followed by many large retailers: data is a key cornerstone of marketing and can be used to personalize customer interactions and improve the bottom line. We don't advocate crossing the privacy line. But when used rationally, data improves the customer experience.  How can small retailers benefit from the big data trend? Given the explosion of smartphone use and proliferation of low cost online services any retailer can become ...

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