How to Find Your Audience with Retail Targeting
When the movie “Minority Report” was released in 2002, it was pure Hollywood that depicted a world where personalized screens would follow a shopper’s every move — whether walking through a mall or entering the local Gap store. Fast-forward 10 years, and this world of personalized screens is actually a reality driven by the sheer number of mobile devices consumers have access to today. This “ubiquity of screens” combined with the untethering of shopping from physical stores, has created a highly fragmented marketplace making it a greater challenge for brands to engage with consumers in the right context.
However, with change comes opportunity. A consumer’s shopping mode can be turned on at any moment, not just when they’re in the store or watching TV, but when they see something that piques their interest (think of the rapid rise of Pinterest) and want to explore or buy at that exact moment. The smartest brands are shifting their media investments to be in direct alignment with the shopping actions of the consumer by leveraging new and unique marketing channels that directly intersect with the path to purchase.