‘Engage Customers at the Point of Relevance’
During a downturn, retailers need to invest in interactive marketing systems that make business sense, according to Shveta Arora, Group Engagement Manager, Infosys. Such investments will enhance customer loyalty and influence shopping behavior through targeted marketing.
In a Groceryheadquarters.com article, Infosys expert says that retailers must undertake marketing initiatives at the point of relevance – when shoppers enter the store. Marketing systems can be effective only when retailers ensure better access and personalization. For instance, customers should be able to create and download shopping lists at in-store kiosks. Similarly, retailers should allow shoppers to access sales promotions and personalized offers on their mobile phones.
Non-mobile web applications are also on the rise. Arora says: “Retailers are developing applications with collaboration features with strong ties to loyalty. Grocers are developing systems that allow customers to build meal plans, create shopping lists, contribute recipes and interact with community groups.”
Shveta Arora adds that retailers must also invest in customer-centric merchandise planning systems to target shoppers with the right mix of products at specific stores or cluster of stores.
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Reproduced with the permission of Groceryheadquarters.com
Author
Shveta Arora, Group Engagement Manager, Retail, CPG and Logistics, Infosys Technologies
Shveta manages key strategic relationships for retail and CPG practices. She has more than 13 years of consulting experience, specializing across the value chain of food and beverage industry. She handles client relationships and building new business / IT solutions. Shveta can be reached at
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