{"id":1184,"date":"2020-02-26T17:56:56","date_gmt":"2020-02-26T23:56:56","guid":{"rendered":"https:\/\/www.comosoft.us\/lat\/?p=1184"},"modified":"2023-05-11T13:35:44","modified_gmt":"2023-05-11T18:35:44","slug":"from-insert-to-internet","status":"publish","type":"post","link":"https:\/\/www.comosoft.us\/lat\/blog\/from-insert-to-internet\/","title":{"rendered":"From Insert to Internet"},"content":{"rendered":"

Grocery retail chains are facing unprecedented economic pressure throughout the developed world. Demographic shifts and demands for convenience, low prices, and customized service are mandating a whole new approach to multichannel messaging.<\/h3><\/div>
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Grocery shoppers\u2019 demands for convenience and value for money are increasing\u2014and will continue to do so. The grocery business of tomorrow will succeed not by having the lowest prices but by inspiring shoppers to greater loyalty.<\/p>\n

Marketing departments have begun to do this. The leaders have responded and evolved by using data more effectively. The process begins with highly relevant, ongoing campaigns\u2014supported by all the devices and venues that individual shoppers prefer.<\/p>\n

Such a path to success can only be created when the retailer is in control of both the data and all its channel-specific applications.<\/p>\n

Heeding the Warning Signs<\/h4>\n

Early last year, global consultancy McKinsey & Company published an ambitious call to action<\/a> for the beleaguered grocery industry. Challenges to profitability include shifting demographics, new buying habits and technologies, and relentless pressure from competitors like Walmart. Grocery retailers<\/a>, the authors proclaim, must embrace these disruptive trends. They must innovate in order to avoid a disastrous race to the bottom.<\/p>\n<\/div>

Innovation can take many forms. The study recommended that grocers build ongoing campaigns emphasizing one or more of the value propositions that define today\u2019s shopping experience: convenience<\/em><\/strong>, inspiration<\/em><\/strong>, and value for money<\/em><\/strong>. Communicating and delivering on these imperatives\u2014especially the first two\u2014can happen via printed or online channels. But to do so efficiently, they all require mastery of one essential element: a mountain of product and customer data.<\/p>\n<\/div>

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With Great Data Come Great Responsibilities<\/h3>\n

As we noted in our last article<\/a>, grocery retailers have access to enormous volumes of data, from supplier-originated product data in a PIM<\/a> to images and marketing data in a DAM<\/a>. These data also include a myriad of pricing, inventory, and (depending on the number and location of branch locations) logistics information. If the retailer is proactive, they also include individual customer buying histories, thanks to loyalty discount programs.<\/p>\n

Just having the data is of course not a great advantage. Knowing how to use it\u2014in concert with marketing and store operations\u2014is the key to success.<\/p>\n

Start With the Basics<\/h3>\n

Untangling and optimizing all that data often begins with something all grocery retailers have but few utilize to its full potential: the lowly printed insert or circular. In the last article, we described how the Comosoft LAGO system<\/a> is used, in connection with Adobe InDesign<\/a>, to produce hundreds of regional variations from a single, \u201cmaster\u201d circular. As impressive as that is, it\u2019s only the tip of the marketing iceberg.<\/p>\n

In his October 2018 blog<\/a>, content marketer David Kindervater noted that the \u201cprint is dead\u201d trope is a fallacy. When it comes to marketing, print and digital are inseparable partners, not zero-sum rivals. Not only does print appeal to our sense of touch, it can also be highly customized, through the \u201cmagic\u201d of data-driven, variable data printing. Today, grocery circulars can be customized to the individual store level, creating variants for almost any local situation. In the not-so-distant future, customization of a mailed flyer can reflect an individual\u2019s shopping preferences.<\/p>\n

A major step in that direction is Comosoft\u2019s Direct Individualized Marketing (DIM) module<\/a>. Acting as a sophisticated traffic controller, LAGO DIM can take basic customer information (e.g., names and addresses) as well as preferences and purchase history, combine them with PIM and DAM information, and generate multiple, \u201cone-to-one\u201d campaigns for both print and digital media.<\/p>\n<\/div>

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Estudio de caso LAGO<\/p>\n<\/div>

Descubre c\u00f3mo Lowe’s automatiz\u00f3 la producci\u00f3n de sus anuncios circulares para agilizar el marketing digital y en las tiendas.<\/p>\n<\/div>

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\"DESCARGAR\"\/<\/a><\/span>