Digital shopper marketing is not new, but the hardware and home improvement channel has been slow to adapt to this changing marketing marketplace. However, with mobile-armed Millennials in the heart of the home improvement demographic, younger and more tech-savvy sales associates, Wi-Fi enabled stores and the movement toward smart/connected appliances, durable brands and retailers are now at a critical inflection point and must get on the bandwagon or risk being left behind. Striking the right balance between print and digital in-store experiences requires collaboration. Both clients and their agencies must change not only their ways of thinking, but also their ways of working to make this successful transition — from different investments in talent and technology, to different ways of thinking about benchmarks and measurement, to different ways of training and supporting sales associates, to different conversations concerning power sources and monitoring of in-store technology. This session will explore what it takes to transform an organization, a marketing plan and the agency/client/retailer partnership to meet the demands of ‘moment of purchase’ in a digital world. Attendees will:
- Learn from other categories that either led or were left behind the transition from print to digital.
- Identify all key stakeholders involved in the transition from print to digital experiences at the moment of purchase in the home improvement channel – across agency, brand, sales, training and retailer.
- Discover 10 things to do today to make the transition from print to digital shopper marketing in the home and hardware channel.