Retailers should utilize technology for in-store marketing

Almost all (97%) retailers want to use technology to manage in-store marketing, but only 14% use tools more comprehensive than email and spreadsheets, says a report from Taylor Corporation and Colateral. ‘Uncovering the Secrets of Successful In-Store Marketers’ shows that multi-location retailers need help adapting to recent changes in shopper behaviour, with 62% needing to distribute localized materials to all locations daily. However, 76% of retailers say producing one round of materials takes a lot of time and effort. Additionally, the report says less than 50% of retailers have a process to ensure proper installation of marketing materials at each location and only 29% know how much of the marketing materials they produce are used versus not used. Technology is the solution favoured by most retailers, with 97% saying they would like to use technology to connect the shop floor to corporate headquarters. However, 86% currently rely only on emails, spreadsheets, and documents to manage their in-store marketing materials. The two most significant pain points when managing in-store promotion materials are communication between store managers and corporate (64%) and different stores needing different materials (59%).