(Note: Learn about Ignite’s five zones of influence at retail and the role of each zone here .)
This post takes a deeper look at the role of Zone 4 and how it facilitates the shopping journey via mobile engagement to provide a meaningful experience for opt-in shoppers. This is a huge opportunity. In fact, 82% of shoppers say they use their phones to find more information when they’re about to make a purchase in a store, and more than 40% indicate a desire for exclusive offers sent to their phone when they enter a store.
Zone 4 is also referred to as the “Remind Zone.” As an emerging consumer touchpoint, many retailers and brands are struggling with how to effectively use mobile engagement to enhance in-store experiences, but the rules are becoming clearer every day.
The Four Rules for Nailing the “Remind Zone”
Like Zone 3 (The “Experience Zone”), Zone 4 is more active than tactics like POP. True to its name, its job is to remind the customer that there’s more to see, learn or experience. “Bing! You’re in the right area, but take a closer look at…”
Before you associate this with an ever-intrusive paper clip with weird eyebrows in the corner of your computer screen, it’s important to remember that this zone is for opt-in shoppers. They are still in control, and are either actively searching for these experiences or have agreed to at least consider them.
There are several ways to activate mobile engagement at retail, such as beacons, NFC interaction, QR codes and text short codes, but no matter which technical tactic you use, the rules remain the same.
Rule #1. Remember: Shoppers opt-in for options.
Shoppers have opted in by downloading a beacon app or interacting with NFC because they want more options. If your content or experience does not offer anything more than what can be learned on packaging or POP, it’s a Zone 4 fail.
Rule #2. Make it useful. NOW.
Offering a deal that requires a change of location or future event isn’t useful for shoppers. Make sure you include an incentive or information that is immediately useful, such as product reviews, instant savings, or loyalty rewards.
Rule #3. Personalize for individual sets of eyes.
Individual shoppers have different barriers to purchase. Brands can tailor Zone 4 content specifically to a consumer according to their mobile preferences, engaging shoppers in more personalized and valuable ways. For instance, one shopper with an iOS device and another with an Android™ device would likely have different objections to overcome while shopping for a companion tablet.
Rule #4. Work with the retailer.
More than 80% of retailers say Zone 4 investments would help them to serve customers more personally, though only 18% say they are “extremely happy” with current personalized marketing efforts.
Retailers know their customers better than anyone, and have been training them to respond to certain incentives for years. No matter which Zone 4 tactic you propose, the retailer team will have valuable insights about what will work best. If you’re unsure about how to begin the process of selling-in a Zone 4 tactic to a retailer, give Ignite Partnership a call.
The number of shoppers who engage with mobile at retail is growing at astounding rates, along with the number who agree to let your brand begin the conversation actively. This should be any marketer’s dream. If done correctly, you could be setting your brand up to succeed at the forefront of the brick-and-mortar-meets-mobile era.
Ignite Partnership went in search of mobile experiences in the “Remind Zone” at retail. Hear how we were engaged by brands and retailers on Episode 2 of Ignite’s podcast, Technically Human.