Marketing

Today's world is a transparent one. Shoppers can search for price information while in-store and find another price locally or order online — all with nothing more than a smartphone and the appropriate app. Clearly competing on price, while only partially effective 20 years ago, is an exercise in futility today.

Americans are getting more old-fashioned in their shopping habits. That’s the claim of the 2012 Shopper Engagement Study, which found that more shoppers than ever are making their final shopping decisions inside the store.

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Mother’s Day madness is in full force because the big day is less than a week away, which means there's related content floating all over the web, from sales and promotions to inspirational photos and videos. Let this act as your wake-up call! Although merchants should have already started their marketing campaigns, it’s not too late to get started or to step it up a few notches.

The world of retail has certainly changed over the past hundred years. What started as small local shops that knew their customers by name and hand-picked products for them has morphed into national chains that see hundreds of shoppers an hour. Due to scale and shrinking margins, personalized service had largely faded from the retail experience.

RadioShack’s same-store sales and gross margin fell markedly in the first quarter, as the retailer put CFO Dorvin Lively in charge of its growing but currently unprofitable store-within-a-store relationship with Target.

Top toy makers Hasbro and Mattel are struggling through tough quarters, but smaller U.S. rival Step2 grew its toy sales over the past 18 months, in part by employing social media and web review software.

Giving a new meaning to the phrase ‘window shopping, Bloomingdale's has replaced its traditional window displays with interactive sunglasses shops. Now, instead of merely looking at sunglasses in a window, passerbys can virtually try them on.

Here's a great little digital stunt by Ikea. To emphasize the point that its furniture and other products help you to save space, the Swedish retailer has squeezed an entire store—some 2,800 products—inside a 300-by-250 pixel banner ad.

Consumers shopping online today are searching for more than a quick bargain. They're looking for brands that value their loyalty, provide quality service that's available when they need it, and deliver a site experience that's effortless and, most importantly, personalized to their specific needs and preferences. In fact, according to a recent IBM survey, more consumers are willing to actively share information if it means they'll receive a more personalized shopping experience. There's no denying it — providing a personalized online experience is essential for any retailer looking to win new customers and retain existing ones.