{"id":110233,"date":"2016-03-09T16:49:00","date_gmt":"2016-03-09T21:49:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/insider-qamichaelleblanc-2\/"},"modified":"2024-12-21T05:50:31","modified_gmt":"2024-12-21T10:50:31","slug":"insider-qamichaelleblanc-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/insider-qamichaelleblanc-2\/","title":{"rendered":"Insider Q&A: Retail Council of Canada SVP on Top Trends Set to Shake up Retail Marketing"},"content":{"rendered":"

Michael Le Blanc, Senior Vice President of the Retail Council of Canada (RCC), took some time to talk to us about the shifts in consumer behaviour and the impact personalisation and advancements in technology will have on retail marketing<\/a>.<\/p>\n

Micro Moments \u2013 The Next Frontier<\/h2>\n

It comes as no surprise that today\u2019s connected consumers expect brands to deliver immediate and relevant answers during very specific moments in the purchase journey. Thanks to mobile, these specific “I-want-to” moments can happen anytime, anywhere.<\/p>\n

\"thinkwgoogle\"<\/h2>\n

How are micro-moments changing the rules and what is your advice to retailers on how they can be successful at winning every micro-moment?<\/h4>\n

This concept of micro-moments is being driven in many ways by our mobile lifestyle and the increasing sophistication around retailers who are working to serve their customers better with the right message, at the right time, in the right place. These ladder up to holistic integrated customer experiences that transcend place and time and create a continuity of relationships that can deliver tremendous value to customers. Retailers can start by understanding their customer life-cycle and then unpacking these stages into an understanding of where their brands and brand experience intersect.<\/p>\n

For the Love of Beacons<\/h2>\n

Beacon technology remains a buzzword in retail \u2013 transforming the way shoppers interact and engage with brands in-store. Retail giants like Macy\u2019s and Game Stop are among many opting in with targeted hyper-local messaging and relevant offers to consumers. BI Intelligence expects beacons to directly influence\u00a0over $4 billion worth of US retail sales<\/a> this year, and that number is set to increase throughout\u00a02016.<\/p>\n

\"BIIntel\"<\/p>\n

As beacon technology becomes more mainstream, what do you think retailers should be doing to adapt to these types of emerging technologies?<\/h4>\n

There is such great potential for integrated, holistic customer experience, both in-store and in the environments in-and-around retailers’ stores. From simple (but immensely powerful) tactics like\u00a0way-finding in stores to much more immersive experiences linking social media promotion to in-store, the opportunity is to add value to the in-store experience buy. For example, the customer experience and personal preferences can be linked to the front-line associates so that they can deliver a more informed and relevant exchange.<\/p>\n

Personalisation is the New Black<\/h2>\n

Personalisation will continue to reinvent the shopping experience with more retailers focusing on winning the hearts, minds and wallets of the connected consumer<\/a>. In 2015, 26.6% of US digital buyers<\/a> said that they would be more likely to buy from a retailer multiple times if they received personalised promotions or offers.<\/p>\n

\"emarketer\"<\/p>\n

How can retailers use personalisation to drive better experiences and conversions (both in-store and with e-commerce)?<\/h4>\n

We are starting to see personalisation move into the store environment where retailers have successfully linked social media to mobile devices and interactive displays. It all starts with small, and then large, data \u2013 and managing customer personalisation<\/a> with a purpose.<\/p>\n

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