»  Shoppercentricity

The technology tipping point is here. More phones are sold than computers, becoming the preferred way to connect and compute in the twenty first century. Nielsen estimates that smartphone penetration will be over 50% by the end of 2011. With the increased adoption there is enhanced integration of technology into everyday life. And more strikingly, in shopper behavior.

55% of smartphone users believe the shopping experience is more enjoyable thanks to smartphones (Internet Retailer).

73% of shoppers would rather use their phone than talk to a sales associate (Internet Retailer).

41% of iPhone owners have made a purchase from their smartphone

These are not just shifts in behavior. They are step changes in beliefs. This is not just about digital shopper marketing. The conversation is no longer about adoption. It is about adapting marketing strategies and tactics to harness the power of this technology for your business.

So how should you adapt? Your customer should be your starting point, not technology. Watch how they are and are not using technology today. Look at trends that will continue to evolve their behavior tomorrow. Find opportunities to provide value beyond the realm of just your products. Just like shoppers have integrated technology into their experience, so should you look for ways to holistically integrate technology into your plans. Not just as the strategy, but as a way to better connect your strategy to your audience. Want to learn more? Visit www.birdsonggregory.com