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Ways in which retailers have embraced digital disruption

Posted by Bella   25/10/2017
In an age of digital disruption, major retailers have been forced to experiment with innovative technology and analytic marketing as the backbone to create simple, convenient, personal and engaging shopping experiences for their consumers. With the pace of innovation, increased competition, the rise of personal interactions, the speed of interactions and digital integration, major retailers have had no choice but to lead by example. It’s not just the major retailers that have needs to change digitise their offline traditions, it is inevitable that small businesses will require new ways to benefit them and their consumers. 

There are many ways in which digital disruption has led retailers to revise, develop and embrace their digital marketing strategies. Some of the most common innovations are the following:

Loyalty apps
For many retail outlets, digitising loyalty schemes can be an award-winning business investment.  Customers have an incentive to build loyalty points and retail outlets have the advantage of repeat business. 

Well-known retail outlets that have incorporated loyalty apps in their digital marketing strategies include Starbucks, Tesco, Pizza Express, Zizzi, OpenTable, Gourmet Burger Kitchen and Harvey Nichols. 

E-receipts
Going paperless to go all digital is a strategic response to the digital disruption revolution. Most high street and online retailers have introduced electronic receipts (e-receipts). Although not all shoppers welcome this, e-receipts benefit shoppers and retailers de-clutter from paper receipts and potential ink fades and loss.

E-receipts are also a tactical marketing tool to encourage email subscribers and send custom-personalized offers to consumers. Some of the major retail brands that have already incorporated e-receipts to their digital marketing strategies include Topshop, Mothercare, Accessorize and Selfridges.

QR codes
Quick response codes are a two-dimensional, device-readable barcodes that contain specific information about the product that they are attached to. Many retailers have implemented QR barcodes into their digital marketing strategies because they have become very popular with consumers. Successful QR code marketing campaigns include Kellogg’s, L’Oreal Guinness and Diesel.  

VR videos
Virtual reality videos are ambitious ‘on-trend’ marketing aspirations for now and the future. A good VR video with the right marketing can benefit a retailer massively through online engagement, inspiration and impact. Successful VR campaigns include Coca-Cola, Top Shop, Jaguar, Etihad Airways and McDonald's.

Food delivery apps
In an age of digital disruption, dining-out has become the new dining-in.  For Independent restaurants and chains to keep up with the market they have pursued app-based delivery apps or partner with online intermediaries such as JustEat, HungryHouse and Deliveroo.

Property retailer apps
Traditionally, people searching to sell, buy or rent properties would visit a high street estate agent. Nowadays with the majority of estate agencies having an online website as well as a physical location has benefited them greatly in terms of audience reach. 

Some estate agencies and related sectors have developed custom-branded apps to offer a more personalised customer experience. However, most will partner with leading property retailer apps like Zoopla, Rightmove, PrimeLocation, FindaProperty and Your Move that are guaranteed to get high traffic volumes and cater to their audiences. 

Tags
  • digital disruption, digital marketing, retail marketing
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