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Trade Talk

By Peter Breen

Speaking with technology providers at trade shows has become a lot more interesting.

Just a few years ago, marketing events with a technology focus were either glorified consumer electronics shows or escapes into the realm of science fiction, depending on which booth you visited.

Many exhibitors simply sold a "thing" -- a high-end television monitor, ambient sound speakers, a multimedia player -- but offered little proof that their things would improve marketing effectiveness or generate sales growth. Others demonstrated truly cutting-edge technologies that were still years away from being either fiscally or functionally ready for the retail environment.

In either case, the motivation for adoption often seemed to involve little more thought than "technology for technology's sake." The key to improving the shopper experience was installing things that moved, blinked, barked or played paid third-party advertising.

Not anymore. Technology providers on hand at recent industry shows (such as the NRF Show in January and the Digital Signage Expo last month) exhibited a lot more intelligence along with their screens, boxes and blinking lights. They offered more compelling arguments about the ways in which their technologies would benefit retailers and/or brand marketers.

For one, technology providers now understand that influencing shopper behavior is about more than presenting an entertaining diversion. For another, they're creating more sophisticated systems: customer-facing services in addition to back-office functions, for instance; devices that combine shopper interactivity with paid advertising opportunities. They also seem to have adopted a stronger desire to play together, realizing that multiple, incompatible communications systems within a single store won't be as effective -- or as appealing -- as integrated, complementary programs.

The other big change? Technology providers are able to talk about actual clients more often than in the past, when "We're getting great response from the retailers we talk to," usually meant, "We haven't signed a single contract yet."

Of course, anybody can talk a good game. For every vendor offering a sophisticated shopper marketing solution, there's another who's done little more than memorize a few industry buzzwords. (A similar trend took place within the promotion industry in the early 1990s, when logoed stress balls and other tchotchkes suddenly became "brand awareness tools.")

But you're much more likely these days to find a worthwhile technology that can improve your marketing effectiveness. And, finally, you might even be able to afford it.

Peter Breen
Managing Director, Content
In-Store Marketing Institute

Published: March 2008

Source: In-Store Marketing Institute

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