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Use Tech to Get to Know Your Customers: Speaker

DALLAS — When it comes to personalizing retail approaches using technology, “it’s not how much you know but what you share with customers that defines how effective you will be,” a Bozzuto’s executive told attendees at an FMI2012 session here Wednesday.

DALLAS — When it comes to personalizing retail approaches using technology, “it’s not how much you know but what you share with customers that defines how effective you will be,” a Bozzuto’s executive told attendees at an FMI2012 session here Wednesday.

Steve Methvin, vice president, retail technology and e-commerce for the Cheshire, Conn.-based wholesaler, said retailers need to regard technology as an enabler, “to help them know their customers better.”

During a workshop session on personalizing the shopping experience, he offered comments on three aspects of technology — mobile marketing, content and social media:

• Mobile marketing “must be simple to use and feature fresh content often,” he pointed out, noting that nearly 14% of customers at some supermarkets already use mobile on a regular basis.

• Content itself.  “Food is an easy subject to generate exciting content, but don’t let technology get in the way of the food,” Methvin cautioned.

• Social networks, which are effective, Methvin said, “because people like to talk about food.”

Such networks are also effective for introducing new products, publicizing community events or featuring partnership deals with suppliers.

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