Instrumented Interconnecteds Intelligent

This is part two of a series about retail shopping trends.  See the first part here

by Leeann Fecho,  Marketing Manager for Emerging Media and Loyalty, Follett Higher Education Group

Managing the digital marketing activities of 900+ different stores brings both constant challenges and immensely rewarding work. Follett Higher Education Group is the largest operator of university bookstores in North America, and as Marketing Manager for Emerging Media and Loyalty, I’m responsible for the company’s loyalty marketing strategy and execution, which includes email, social media and mobile marketing efforts.  Our customers are primarily in the 18-24 year-old demographic—college students—a group that is typically known for being both cost-conscious and social media-savvy.

While speaking on an IBM breakfast panel in Chicago, I had the opportunity to discuss the growing influence, rise and reach of digital marketing. Marketing—in particular, digital marketing—must be very responsive to marketplace shifts fueled both by the business and the consumer.  Of all the consumer trends felt by retailers today, there are three I believe are having an immediate and seismic impact on marketing initiatives.

The “Shop Anywhere, Any Way”  Mentality

Customer mobility and accessibility, driven largely by smartphone adoption, plays a critical role in enabling this fairly new consumer mindset.  Customers can comparison shop in your aisles and tweet about your customer service while conversing with an in-store associate.”  They can share photos of a sweatshirt with friends via text or social networks — and then purchase the same item from your competitor while physically standing in your store. This “omni-channel” environment introduces new problems and questions that must be addressed, i.e. which channel are these customers “in” and how do we reach them?

 The Proliferation of Consumer Choice

The purchase decision process no longer consists of simply choosing between store A or store B— the choice exists in product selection, in format, as well as in retailer and channel.  The omni-channel challenge for businesses isn’t so much about expanding specific social media or mobile efforts as much as it’s about recognizing that:

  1.  Customers have a myriad of options at their disposal and they’re quick to exercise them.
  2. Customers are merging their lifestyles with their devices and technology to curate their own personalized shopping experiences.  For Follett, being prepared to continue to exceed expectations, provide value, and deliver seamless, top-notch customer service is always at the forefront.

Here are two real-life examples of how Follett has anticipated and met our customers’ demands for choice and value.  First, the birth and tremendous growth of Rent-A-Text, which is now the nation’s largest bookstore rental program.  As a company that was built upon extending the life of books through our used book business, we’re now driving our business by renting course materials and driving down the cost to students (in most cases) by 50 percent or more. It was a mindshift, process shift, and ultimately, rental is the new ‘normal’ on college campuses.  And in turn, our efforts have maximized the amount of inventory we can make available for rent.

The second example: digital content.  With our own digital textbook platform, CafeScribe, and a collection of third-party digital content, the entire digital evolution on college campuses takes aim at both mobility, and of course, price.  For us, offering robust solutions in both the rental and digital space is a necessary component to our strategic plan—one that ensures that our campus store’s channels remain competitive in a quickly changing shopping environment.

Deep Customer Insights Driven by Big Data & Micro-Targeting

Targeting and engagement aren’t the same thing; one enables the other.  Data is king, and provides the key to understanding how individuals shop and exhibit their preferences.  If you don’t know who your customer is, where they are, and what they want becomes near-impossible to anticipate and respond to their needs.  Mass-marketing to our customers through broadcast messaging isn’t the solution for greater sales and engagement; building customer loyalty through targeted interactions is.

As customer expectations for retail experiences rise, it also pushes the industry to differentiate our services and create more value.  We are excited to reach consumers in new ways, push the envelope to continue providing more value and choice, and pave new paths to loyalty.

Bookmark and Share

Previous post

Next post

September 25, 2016
7:57 am

very glad to see your post keep working and give us these type of amazing post i am waiting for your next post

Posted by: ujala
June 27, 2016
1:36 am

I went over this web site and I conceive you have a
lot of fantastic information, bookmarked (:.

Posted by:
May 25, 2016
8:34 pm

Asking questions are in fact pleasant thing if you are not understanding anything fully,
except this post presents pleasant understanding yet.

Posted by: official gravatar
April 16, 2016
9:47 am

We also cultivate a deep understanding of your business,
your market, and your motive for success.
After all your new website should be an enormous component of all online
marketing efforts. If you are a newbie, take a beginners course initially and proceed to a more advanced course once you feel
confident regarding joining it.

Posted by: website design jonesboro ar
April 5, 2016
4:22 am

톱돥욾맦뗖컄뗊ꏀ쮬믻쎹펻뿐뎴 专业治疗癫痫病医院 샶ꎴ쾬돴쾿퓖뗚ퟄ체ꆬඣഊ †켠돴뾿풿쫚횯ꏹ쮬틦탢떦ꏀꆺ늰쮻햵룢ꏶ뮬쮰쒵퓣쏵펴믖샘솴ꏋ떬뎱컵닒쪻룇쓏ퟣ쇟싋ꏰꆿනഊ †턠돥쒾쇓쓋췓ꎷ떬ꏀꆺ떰쪱캱뻒뗵닃뚻뻔ꎢ뢬뻐듵룳쓧폣웯폸탐늩뚻ꏔ뮬샘떴쫄몱ꏲ뢬뫕쳃볽쓻뫣쓍죇뗋쳄뮸ꆰ늣훅떪ꏀ쒬쫣맇틊죢컃ퟒ뗟ꇄꆣනഊ †ꄠ풰삭좴듧ꇋꆣනഊ †켠돴뮿죐ꎻ햬퇢틹몲ꏃ쎬뗢ퟃ볔좺붥쫢틍랻ꆬඣഊ †턠헠드죋ꏋ첬릫쓽닑ꏸ튬탔몡짍헐훢짇ꏌ놬늣ힻ뺼뇍욻좭떥뒱쫲쇖ꇋඣഊ †눠릻틽쮲늵ힻꎼ톬헠쓜닜쒻돜쫐태몡짍헐웢퓸狋慥獤ꄻඣഊ †켠쿫ퟫ볔ꎺ쾬돴펿쫖틇햻컳쓞ꇎඣഊ †선좽뻋헍쏢쮴틦뗢쇄ퟄꏅ사펧듫듋ꎦ튬늲쒻죜힥웶쯤쫻ꇂඣഊ †선쳄뗬진죮ꏫ쾬돴쮿쫣쿇쏫냷탗뛭쫠쇂

Posted by: 颞叶癫痫专科医院
April 5, 2016
4:21 am

붰ퟸꇅඣഊ 治疗癫痫吃什么  †퐠삭뮴쾹ퟫ퇅쫚짎럭ꏝ쾬퓖뿚떴몽뗚몶뷅튫첪샓돫죶ꎥ몬뒣좬쪴쏇펻돐떹퇗쫚뗎틄쯢ꆼඣഊ †쐠떧ퟀꇚ쎮ꇅ튯늲쾻린췟춵ꆵ쎮ꇾꆯ쎮ꇾ킯쫐ꏂ햬퇢듹헳웅맬ꏄ햬뫽쯏쏻뗇뿄컚ꆶඣഊ †ꄠ쾰맴힫ꏓ쒬쫇믇퓃ퟆ뗚뫄뒣ꎬꆡනഊ †먠뒣킬좶캥ힱꎰ솬뾢뇌첻돆삤죏쇏돋샶ꎴ쾬뗔폃탐붩헴ꇅඣഊ †켠돴즿ꇱ즮ꆫ늯놻ꏤ킬후쇐죋ꎻ횬떪쫀쓇엇햷퓰없죉짋솱맋샽ꆴඣഊ †뤠죻쪻쓇떧ퟀꇚ쎮ꇅꎯ놬킳웅틺ꏥ즬좱뛋뇡ꎦ쎬펻냐뗫��ꇎ뢣돕뫶떣뗁뗮럄캶ꎧ놬볣늱뾻쓉뗍엄돜샶솴ꇋඣഊ †켠돴즿쫱풶뫚쎣짦ꏏ뾬틉닔뿩떴뫀퓜떶뗄럘ꆽඣഊ †뜠쾢ꏖ쮬럄ힽ폜원쯤뫻떣듁뒬퓦ꏚ쪬횼헕닒떻몽쫏ꇊ붮ꆻ햯떽뗄럘ꆽඣഊ †픠냢폣퓌쾥ꏂ뮬퓃ퟆ뗚쓄뒧ꎬ횬폕럚솢삦풹쇚뫋뗚

Posted by: 手抽筋
March 2, 2016
8:52 am

Hola!! he estado leyendo asi como unas 3 horas en la nube esta manyana y no observe nada
tan increible como tu post. Me ha gustado mucho el modo que gastas al escribir creo que es lo que
me ha llegado. A mi parecer, si casi todos los propietarios de webs usaran tan buenos contenidos, Internet seria mucho mas practico.
Espero que vayas asi y pueda seguir analizando textos tan brutales como este.

Posted by: marketing e investigacion e mercados
February 22, 2016
4:22 am

ꏀꆺ뮰탆캣ꎾ늬랢컇닒쾻탠쓅ꏣ떬뒫쫋쫂맂훘듘ꏳ놬탘뷫짷듷쫓ꏂ 小儿癫痫能人为控制吗 캬쿒춣뿻떴늽죜뷊뺫뗼쫄쇖ꇮꆣනഊ †묠짆쓤샄쓯뗃돃닶죜뗊쫄쇖ꏮ햬볢쫾뇂삾뺴쫍쯇짻ퟃ쯔컹ꎪ늬릻쯽틻펲ퟐ놼ꆸඣഊ †묠짆죤뎡쇶뗋쒱닪닜룙쯸뗻틄횻솧볮ꏽ랬퓅ퟚ지ꏏ춬룆쇸샋뿮ꎡ튬틵탵떦ꏀꆺ쪰늵쾻신ꏷ햬볢쫾쫂벵짊�뗠쏄쇼ꏮ횬늻릻쫽뿇쇚ꏮ햬쫢�뗠쇄볮ꏽ쒬폣뢦죃쫏낶ꏉꆡනഊ †쀠뿮붡맓쇽볮ꏽ뚬쫙솱즳뒫뇳ꏤ쮬죻돏헶쫢닇닜뗙쇄볮ꇽඣഊ †쀠뿮놡ힳ쫅싖싽퟽뗟뒽잰ꎰ뺬뻃쓃쫽ퟓ듅춰ꏢ쮬쿻웫뗰쒱쫪쏜샼붴쾭쫄떱쟄탩ꏎ쮬뗻쓄잸뇗늻뻜볼쫠쇓ꏋ쒬쫇닇뻜뗼쫄뛖ꏎ튬볔죒컋좪훋ꏊ놬웆쯈쏻훇탒폄닚뻜ꇼඣഊ †쬠폻쿖웫헰탢쒩뫪쇍귵뭚쒼폑맫ꎲ튬늻늽랽햢ힹ뒳ꏳ톬솵뺷퟼ꇤ뒢퓲헬뒽ꆬ풢몶

Posted by: 治疗癫痫病有哪些偏方
October 10, 2015
1:18 pm

that’s really an amazing post. looked through the category and then web/tech. Found this at the top.
By reading this post, I can think why you have posted this firstly.

Posted by: Aziz
August 28, 2015
8:37 am
August 28, 2015
8:36 am

nice concept, futuristic design, and i like it

Posted by: لیست قیمت دوربین مداربسته هایک ویژن
August 13, 2015
3:18 am

It’s really very complicated in this full of activity life to listen news on TV, therefore I just use world wide web for that purpose, and take the most up-to-date information.

Posted by:
June 1, 2015
1:55 pm

A� Beaches – There are a few natural exotic beaches and inlets with white sand where you can just relax
or swim. The resort sits on the Mexican Caribbean and has many deserted beaches to its north and south.

If you want to spend your vacation just relaxing or the opposite
on very active scuba diving of Caribbean Snorkeling, you’ll find it in Cozumel.

Posted by: Darla
April 1, 2015
1:24 am

Wybór rachunków prywatnych dla celów aktywności jest oczywisty – odrzucić płaci
się za pierwotnego prowadzenie lub opłaty ów są minimalne.

Posted by: Basil
February 28, 2015
1:48 am

Good blog post. I absolutely love this site. Keep it up!

Posted by: facebook hackers password
February 16, 2015
3:31 pm

Use licorice. A sore that is cold. Will definitely you get reduce this It arises from the tree, that will
be associated with the Melaleuca shrub that tea-tree fat is derived by us.

Manuka honey is not normally unavailable in shops and specialty
foods stores or you’llspeedily find it online.

Posted by: treatment for shingles
February 15, 2015
8:15 am


Posted by: Vola
January 26, 2015
11:33 am

Youth are being targeted on Social Media because they are the most likely to share and distribute content

Posted by: Travis Riel
January 1, 2015
9:16 pm

Thank you for another great article. Where else may just anyone get that type of information in such an ideal mznner of writing?
I have a presentation subsequent week, and I’m at the loook for such information.

Posted by: Douglas
September 30, 2014
6:03 pm

The cruhed flakes can then be decanted into a shaker. The second
is to apply directly, provided you have had 3 years work experience combined with a college degree or its equivalent.

I liked the rice because of the seasoning, which is unusual ffor me as
I’m not a fan of rice.

Posted by: ser anaheim
September 23, 2014
7:10 am

If a conviction dods result, then this public are fully aware of about it.
According to blood test results, Stallworth’s blood alcohol level after the crash was.
They can present youu witfh a realistic concept of what your future may hold, and
that’s usually much smaller charge, reducing the total fines and also the best result whether or not thiss had not hired these phones begin with.

Posted by: 24 hour availability
July 31, 2014
7:45 am

I desire to thank your effort to build up this handy web-site.

Posted by:
July 30, 2014
11:58 pm

How can I be alerted any time a brand-new article has been published?

I simply love this web page!

Posted by:
July 30, 2014
5:29 pm

I really feel that this is a remarkable webpage and I will be returning to read more.

Posted by: zoloft withdrawal Headache
July 30, 2014
4:59 pm

Without doubt, you can discover a wide range of wonderful articles in here!

Posted by: Virgilio
April 4, 2014
2:42 am

I just wanted to write a simple comment to express gratitude to you for some of the wonderful guides you are giving out on this site. My time-consuming internet look up has now been compensated with professional facts and strategies to talk about with my best friends. I would point out that we website visitors actually are unequivocally blessed to live in a useful place with very many awesome professionals with very beneficial concepts. I feel quite fortunate to have discovered your weblog and look forward to many more exciting times reading here. Thanks a lot once again for all the details.

Posted by: Jewelry
August 6, 2013
10:36 pm

Hiya very nice site!! Guy .. Excellent .. Superb .. I’ll bookmark your web site and take the feeds additionally¡KI’m happy to find a lot of useful info here within the publish, we need develop more techniques in this regard, thank you for sharing. . . . . .

Posted by: Cloud Hosting
August 6, 2013
10:00 pm

I must express my thanks to the writer for rescuing me from such a difficulty. Just after exploring throughout the search engines and finding notions that were not powerful, I believed my entire life was done. Living devoid of the answers to the difficulties you have resolved by way of your good review is a critical case, as well as those that could have in a wrong way affected my career if I hadn’t encountered your site. Your own personal competence and kindness in taking care of every part was vital. I am not sure what I would have done if I had not discovered such a point like this. I can at this moment relish my future. Thank you so much for your skilled and sensible guide. I will not be reluctant to endorse the website to anybody who wants and needs guide about this area.

Posted by: home decorating
July 30, 2013
3:18 am

Youre so cool! I dont suppose Ive read anything like this before. So nice to search out any individual with some authentic thoughts on this subject. realy thank you for starting this up. this website is something that is needed on the net, someone with a little originality. useful job for bringing something new to the internet!

Posted by: Huong Ybarro
July 28, 2013
7:36 am

I was just looking for this information for some time. After 6 hours of continuous Googleing, finally I got it in your web site. I wonder what is the lack of Google strategy that don’t rank this type of informative websites in top of the list. Usually the top websites are full of garbage.

Posted by: Family Business
June 2, 2013
11:42 pm

From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. It is the process of communicating the value of a product or service through positioning to customers.;..:

See all of the most up-to-date content on our very own web blog

Posted by: Horacio Parlow
November 14, 2012
11:13 am

Just starting out on SEO so great to read a post I could relate to.

Posted by:
July 26, 2012
1:37 am

Good info Leeann. Why can’t you watch the video which is posted by Infosys BrandEdge about digital marketing. Hope this will also give you more information. You can open the below link to view it.

Posted by: Arjun K M
July 26, 2012
12:19 am

Thanks, Jeff–I’m glad you we enjoyed the post!

Posted by: Leeann Fecho
July 25, 2012
8:30 pm

Thanks for the info! I’m just starting out as an affiliate marketer and this post was very useful 8)

Posted by: Jeff Guindon
1 Trackback
July 25, 2012
8:39 am

[...] This post is the first in a series of posts about retail shopping trends.  See part two of the series here. [...]

Posted by: ‘Data Geek’ Predicts Fall Retail Trends « A Smarter Planet Blog
Post a Comment