ABI Research: Retailers Must Utilize Indoor Location Technologies
ABI Research revealed that retailers need to acknowledge and understand the opportunities and threats posed by handset-based indoor location technologies or run the risk of losing control of the mobile experience in their stores.
According to a media release, though indoor location deployments in retail are largely focused on infrastructure-based technologies to date, market potential is accelerating as major companies like Apple, Baidu, and Google aim to release their own handset-based indoor location technologies to developers within the next year.
"Retailers largely failed to exploit the possibilities of mobile thus far and are now in danger of repeating the mistakes they made with eCommerce," says Patrick Connolly, Principal Analyst at ABI Research. "The days of loyalty cards and paper coupons are ending and retailers do not seem ready. They need to take control of the digitization of their stores and learn to put technologies like indoor location to work."
ABI Research said that handset-based indoor location technologies allow retailers to measure marketing campaign performance, streamline in-store processes, create new advertising revenue streams, and most importantly, use mobile to improve the overall shopping experience by removing frictions and creating "shock and awe" moments.
The technology creates opportunity for retailers to scale their stores across a chain and engage with far more customers. Initiatives like Google Nearby remove the need for in-store apps. However, as the same tools become available to all developers, ABI Research predicts the market will rapidly embrace indoor location technologies and services, which third parties will then be able to deploy in any retail store.
"Imagine a third-party shopping app that can offer a highly accurate, detailed map of a shopping outlet tailor store offers and advertisements directly to the individual consumer," concludes Connolly. "This would all happen without the app owner needing to deploy any additional infrastructure or obtaining permission from the retailer. This is something that could become a reality very soon, which is why retailers need to educate themselves on this up-and-coming market."
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THE DAILY VIEW
Papyrus Joins Forces with Designer Lela Rose
Papyrus is looking to bring the “elegance and style” of fashion to its greeting cards via a new designer collaboration series.
According to a release, the collaboration marks the first time a fashion design house and greeting card brand have joined forces to develop a custom greeting card collection.
Papyrus said it is partnering with American fashion designer Lela Rose to introduce the series. Rose will feature her "sophisticated yet modern style" in the debut card and gift collection, slated to launch during New York Fashion Week. The collection will be available in New York City Papyrus stores and select retailers in September, with availability expanding to all Papyrus locations and retailers in October.
"The fashion designer collaboration series is a celebration of the commitment Papyrus has to the arts, including a focus on the fashion industry, quality craftsmanship and trend-forward design," said Christy Kaprosy, President of Papyrus-Recycled Greetings. "We are delighted to have Lela Rose's elegant line lead the first Papyrus fashion designer collaboration program, and we are excited to bring more fashion designers to our loyal customers in the future."
The company noted the collection, which draws inspiration from some of Rose's recent runway designs, consists of 16 cards and five gift accessories, including gift bags, gift tissue, roll wrap and a gift tag set. It also will be available online at papyrusonline.com
"I'm thrilled to be the first designer to collaborate with Papyrus on their exclusive new fashion series," said Lela Rose. "This is a unique way to showcase our designs, silhouettes and prints, and extend the brand into a new category."
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