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IP Targeting: Cool or Terrifying?

Imagine you had a list of addresses. That doesn’t seem farfetched. I bet you have thousands. Direct mail is good. It’s even better when paired with targeted ads online. In the old days you needed people to actually go to your site in order to target them with ads. Not anymore.   You are now able to use your address list to find the IP address associated with each location. Every computer network has a numerical label assigned to it – its IP address. Now through a proprietary service companies are able to match IP addresses to physical addresses with a 60 percent success rate. Direct Mail mail can have a 5.1 percent success rate. That can be even higher when paired with targeted online ads. The ads are targeted only to those on the mailing list, so companies are able to build a true one-to-one relationship. If that’s not minority report enough for you just wait… Matching an IP address to a physical address is nice. What about all potential customers whose addresses you don’t have? You can’t leave…

Fill viewfinder example photo of produce.

Do you need online shopping customers’ approval on produce?

Time and again when online shopping is brought up some Negative Nancy inevitably says “What about produce?” like they are the first person to think of this potential problem. Setting aside the fact that the average person really doesn’t know how to pick out ripe produce, stores train their staff in how to spot a good tomato. If a store is going to be really successful in the online shopping game then they will have a well trained staff who know what produce to select for you. Despite hearing this, some customers will remain unconvinced. To combat this Walmart has patented the “Fresh Online Experience”. According Supermarket News, customers would be able to “order produce, meat and bakery items online using stock photos, but then have the opportunity to approve the actual items being purchased via image scans (either two- or three-dimensional) sent to them by Walmart store workers.”  After the customer’s approval the items wold be tagged with an “edible watermark” to show it was indeed the item the customer selected. Perhaps this technology will become the standard. However,…

Snickers Hungerithm

Ease “Hanger” with real-time deals

With Hungerithm a hangry internet means cheaper #SNICKERS for you. Get your Coupon Here: https://t.co/xh5arwKrnF #EatASNICKERS pic.twitter.com/cAvNz2OUFg — SNICKERS® (@SNICKERS) November 16, 2017 On November 16 Snickers announced a new program to offer discounts based on algorithm they created. The candy bar brand is monitoring social media posts for over three thousand words and phrases that indicate people are upset. The idea was debuted at 7-Eleven stores in Australia. Discounts for Snickers fluctuated in real-time based on social media monitoring. Obviously, this is going to be beyond the capabilities of most retailers. However, the principle can still be applied. The idea of real-time discounts has been around for a while. Use our text-message program to alert customers to flash deals. Do you have digital signage  in your store? Use them to call attention to a flash sale. You don’t need a big marketing agency running a fancy algorithm to let you know the mood of your potential customers. As a retailer you should be tuned in to your community. Do you need to discount liquor because the local team just lost…

The Market Hall in Rotterdam

Tips for Grocery Shopping

This morning a blog post was shared on my Twitter timeline, 50 Tips for Grocery Shopping. I figured anyone who took the time to come up with a 50 item list had put some serious thought into things. I wondered how retailers could use the tips from this family of seven to improve their shopper experience. Check out the full list, but here are some of the highlights 1. Always go with a list. If you go without a list, you may as well just throw your money away. Better yet, donate it to me — I probably need it more than you. 🙂 Seriously, though, you need to prepare a list of everything you need, pulling from your weekly menu (next tip) and checking to make sure you don’t have it in your pantry, fridge or freezer. Make sure you’re not forgetting anything. Now stick to that list. The number one tip was about list making. In fact, 10 percent of the tips were list related. How are you making it easier for customers to make lists? Most retailers…

Online Shopping

How to Beat National Chains at Online Shopping

A recent Reuters story talked about how it is hard to sell groceries online. Shoppers surveyed said they are very loyal to their local food stores and don’t want to shop for groceries online from places like Amazon. Those interviewed described themselves as “avid internet shoppers” and still weren’t interested in online grocery shopping. This runs counter to everything posted on this site for the last two years. AWG retailers can find a positive, however. Customers are loyal to their local store. They aren’t going to jump to a national chain simply because they offer online shopping. They do want to shop online. You can give that to them. The top hesitation for online shopping is picking produce. Your customers are shopping with you because they like the selection you offer. Make it clear that when they order online they are still getting the produce section that they know and love. Training whoever picks the groceries is crucial. Show them what makes a good tomato. If the customer wants three yellow bananas and three green ones make sure that is what they…

Flyer for Conference: Trends in email marketing

Trends in email marketing

The marketing platform company emfluence held their annual conference Friday, Sept. 25. The event had plenty of speakers and there were tons of people there to learn from. If you are involved with digital marketing in anyway I highly suggest you attend. The session I got the most out of was a panel discussion about trends in email marketing and automation. Here are some of the trends they highlighted: Web-based email account for 31 percent of all opens. Gmail claims 21 percent market share. – The big news this year is the increased ability in adding creative elements to emails. Gmail now allows for responsive designs, improved font styling and better support for many CSS properties.  HTML5 Video is now supported in iOS 10. – Apple supporting HTML5 allows video to be embedded in emails. This allows for a more interactive experience right in the email instead of having to go to a website. Interactive emails – More things are able to be done right in the email than ever before. This lowers the barriers for engagement and makes clickers…

Graphic: editors and community support

Be a good neighbor

Price and selection aren’t the only ways to attract customers to your stores. It is also important to be a quality members of the community. There are plenty of things to handle each day and community outreach is easy to shove down the list as other things pop up. However, don’t sacrifice the important for the immediate. Apples for the Students and Making Change are two programs offered by AWG to give retailers an opportunity to impact their communities. Apples has shoppers turn in their receipts to their school to raise money for classroom supplies. Making Change allows customers to donate money to local causes at your registers. Both programs are easy to start and maintain. Not only that, but they are a great opportunity to show how you are involved in community. You think big national chains take the time to support local causes? Take advantage and show how much your store cares for its neighbors.

Logo: AWP - Associated Wholesale Podcast

Check out the new podcast from AWG: Associated Wholesale Podcast

[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]We are proud to announce our foray into the world of podcasting with Associated Wholesale Podcast. AWP is our attempt to provide our members another source of information to help them be successful. As podcasts continue to grow in popularity, it was time for us to add a podcast option for our members. The show will feature conversations with subject matter experts on wide ranging topics. If it can be applied to your store; we will talk about it. The current plan is for there to be one episode a month, but if we can provide quality content more often then that is what we will do. The first episode is available for download on iTunes and Google Play now. Or you can listen below: [/vc_column_text][/vc_column][/vc_row]