For too long, the promotional sector has been disregarded as antiquated by those who feel that newer techniques can and should replace those traditionally used in-store.
But, as Mary-Lou Costa rightly points out in ’Shop floors get a technological transformation’ (MW last week), “technology is blurring the line between online and offline to such an extent that it is making those classifications seem irrelevant”.
It’s not that promotional marketing is old hat, it’s just that the technology to deliver promotions in our lives has moved on, and in-store practitioners have evolved their activity to include all the new opportunities available to them.
We now have the chance to combine the human, tactile element provided by in-store environments with intelligently designed digital displays that allow consumers to have a more experience-led interaction with brands.
As with any marketing channel, the most important consideration must always be the customer, and it’s vital that we use relevant, up-todate technology to connect with and build relationships with consumers in-store.