Blurred Lines: Digital, Relevance Not Meeting for Millennials
During a recent stroll down New York’s Fifth Avenue, a couple of Millennials from Forrester Research found what marketers say they’re doing with digital technology in stores vs. the reality on-site are quite different.
On Friday, Patti Freeman Evans sums up the experiences Laura Naparstek and Diana Gold had during that walk in “Millennial Shopping Experience Series: A Stroll Down Fifth Ave: Digital? Yes. Helpful? Not So Much.”
Honing in on the Nike and New Balance brands as examples, the research highlights how little the tech did to enhance Naparstek and Gold’s experiences.
“This area of Manhattan is like an upscale mall where retailers experiment and test new in-store innovations,” Evans writes. “However, the technology we saw did little to reduce friction. Many retailers’ in-store tools were cosmetic — or broken.”
- Flashy Screens Weren’t Interactive. “When we saw in-store technology, we wanted to interact with it just like nearly half of the U.S. online adults Forrester surveyed who said they are interested in using a shelf-mounted interactive touchscreen display while shopping in a physical store,” she writes.
- Humans Still Worked Better Than Tech. Nike had a treadmill “running lab” to advise customers on their running styles and recommend appropriate footwear, but no one was using it. “The store associate told us that she believes she usually gives a better recommendation based on a customer’s gait than the running lab gives,” Evans says.
- Some Tech Must Be Requested. “We were unaware that Nike had mPOS devices because they were hidden behind the register until we spoke with a store associate,” the blog post states.
Marketers, how well are staffers using marketing technology? Does there need to be more training or does the technology need to improve? Or both?
Please respond in the comments section below.