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OUR BLOGRetail Review: Manufacturers and Data Analytics By Stephen Miles, MIT - Directory of Auto-ID Division Manufacturers and the bar code association sponsor research at the MIT Auto-ID Labs with an interest in end-to-end visibility. Industry has successfully transmitted product SKU level data from manufacturer via distributors to the retailer Point-of-Sale. The kind of services manufacturers would like to offer at the point of purchase, in partnership with retailers, include promotions, product authentication, and product recall notification. How would digital receipts impact your lifestyle? As an inveterate traveler I want an itemized digital receipt so that I can file my expense reports (many employers requires itemized receipts and often alcohol must be removed from the total) and manage those of my direct reports. I also have an interest in recording medication purchases in my personal Health Record (pHR). Coupon Corner: How Third Solutions is Aligning the Consumer, Marketer, and Retailer By Henrik Bodenstab, former CEO of OneClip.com Discounts and rebates in the form of coupons have always been a sales and marketing tool marketers love to hate. While coupons certainly move product, coupon campaigns are marked by high inefficiencies and a lack of transparency and control. Since the Internet morphed into a commercially viable platform, many attempts have been made to turn the shotgun approach of couponing into a sniper rifle for marketers. A few ventures have succeeded in cutting inefficiencies out of the distribution part of couponing. The redemption and clearing part of the couponing process however is still burdened by many of the inefficiencies of the past. The key to the success of an efficient and effective couponing promotion lies in 2 areas: 1) Being being able to tie the promotion into the POS system of the retailer to assure transparency and control; and, 2) targeting the promotions effectively based on a real consumer transaction profiles rather than socio-demographic data. Third Solutions holds a lot of promise to overcoming these challenges by tying their process into the retailer’s receipt procedure. This allows marketers and retailers to target their customers based on transactional behavior, making promotions much more relevant to the consumer and effective for the issuer. By adding a real benefit to the consumer and the retailer through the digital receipt part of Third Solutions value proposition, the challenge aligning the interests of the consumer, the marketer, and retailer in one business model seems to be finally overcome. By aligning these three constituencies through a mutually beneficial and efficient business model, Third Solutions might finally succeed in turning coupons into an effective and efficient marketing tool which marketers simply love. |
Upcoming Events 2010 Leadership in Retail and Consumer Products Forum • Sept. 16, 2010 - New York, NY  ARTS Users' Meeting • Sept. 13, 2010 - Orlando, FL Cartier Women's Initiative Award • Oct. 14, 2010 - Deauville, France
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