{"id":6059,"date":"2018-11-19T10:36:11","date_gmt":"2018-11-19T10:36:11","guid":{"rendered":"https:\/\/www.freeway.it\/?page_id=6059"},"modified":"2018-11-19T11:03:49","modified_gmt":"2018-11-19T11:03:49","slug":"field-marketing-5-solutions-to-boost-your-retail-strategy","status":"publish","type":"page","link":"https:\/\/www.freeway.it\/en\/field-marketing-5-solutions-to-boost-your-retail-strategy","title":{"rendered":"Field marketing: 5 solutions to boost your retail strategy"},"content":{"rendered":"[vc_row type=”full_width_background” full_screen_row_position=”middle” bg_image=”5981″ bg_position=”center bottom” bg_repeat=”no-repeat” parallax_bg=”true” parallax_bg_speed=”fast” bg_color=”#ffffff” scene_position=”center” text_color=”light” text_align=”left” top_padding=”4%” bottom_padding=”4%” overlay_strength=”0.3″ shape_divider_position=”bottom” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”default” top_padding=”15%” bottom_padding=”14%” text_align=”left”][vc_column_inner enable_animation=”true” animation=”fade-in” column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1\/1″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” offset=”vc_col-lg-6 vc_col-md-6 vc_col-xs-12″][vc_custom_heading text=”Field Marketing” font_container=”tag:h1|font_size:47px|text_align:left|line_height:49px” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal”][divider line_type=”No Line” custom_height=”20″][vc_custom_heading text=”5 solutions to boost your retail strategy” font_container=”tag:h2|font_size:32px|text_align:left|line_height:34px” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal” el_id=”sub-title”][nectar_btn size=”large” button_style=”regular” button_color_2=”Accent-Color” icon_family=”none” el_class=”Hero-Button” url=”#first-title” text=”Learn More” margin_top=”30″ css_animation=”none”][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” id=”first-title” overlay_strength=”0.3″ shape_divider_position=”bottom” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1\/3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line” custom_height=”80″][vc_widget_sidebar enable_sticky=”true” sidebar_id=”page-sidebar” el_class=”indexofpage”][\/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”2\/3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1\/1″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line” custom_height=”80″][vc_custom_heading text=”Field Marketing” font_container=”tag:h1|text_align:left|color:%232d2d2c” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:700%20bold%20regular%3A700%3Anormal”][vc_custom_heading text=”5 solutions to boost your retail strategy” font_container=”tag:h2|text_align:left|color:%232d2d2c” google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:700%20bold%20regular%3A700%3Anormal”][divider line_type=”No Line” custom_height=”40″][vc_column_text]Nowadays the way we are doing shopping is constantly changing. Customers tend to use an omnichannel approach which provides a new level of experience.\u00a0<\/span>This revolution has set up new trends in retail. That is why brands need to redesign their strategies thanks to field marketing.<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” text_align=”left” el_id=”behaviour”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1\/1″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line” custom_height=”40″][vc_column_text]\n

Modern Customers’ Behaviour<\/strong><\/h2>\n

It is not a surprise that retail strategy has tremendously changed over the past years. The source of those significant alterations comes out from digital <\/strong>which is present in every aspect of our lives. Digitalisation has influenced<\/strong> also the way we are doing shopping and, in general, making decisions.<\/strong><\/p>\n

But after the period when it seemed that customers completely switched to online reality, including shopping, we have arrived in the times when retail is definitely not defeated by digital<\/strong>, but we would say, completely rediscovered<\/strong>.<\/p>\n

Nowadays customers are looking for genuine experience<\/strong> while going to the store. The truth is that there are some sectors where you have to use your senses while making the decision.<\/p>\n

Let\u2019s take consumer electronics<\/strong> segment as an example – usually, items which you are purchasing are not the cheapest and you are buying them with a thought of using them for a long period (like a new camera, phone or TV). So the decision should be deliberate: check if the product provides an optimal user experience level, if the materials are high-quality and, in general, if you enjoy using the device. This broad overview is not possible while online shopping. What is more, in store there is always a specialist, ready to help or explain an operation of the appliance. This is the best example of an interaction between brand and customer.<\/p>\n

The same regularity applies to the other sectors as well, like cosmetics<\/strong> (you do not want to spend money for the newest face cream and then notice some allergy on your visage -logic, isn\u2019t it?)<\/p>\n

Take a look at the Italian market<\/strong> nowadays. Although the e-commerce market is dynamically growing in Italy over the years, especially among younger generations, Italian customers are still more traditional<\/strong> and attached to in-store purchasing than in other European countries. The retail sector in Italy is constantly recording one of the highest volumes.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” text_align=”left” el_id=”tangible”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1\/1″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line” custom_height=”40″][vc_column_text]\n

Tangible and present in the customer life<\/h3>\n

Those arguments, even more, highlight the importance of physical stores for customer experience<\/strong> which cannot be fulfilled by e-commerce. Nowadays, we can observe a retail transformation<\/strong> – from purchasing place to communication<\/strong> one. These days, retail serves as a \u201cmedia\u201d for the brand in the same way as the website. It has stopped to be only a selling point. Now it gains a new meaning as a place, where you can also you get closer to the company and learn about its values. Building the relationship<\/strong> is crucial to retain clients and acquire new ones, especially on the competitive market.<\/p>\n

That is why retail strategy<\/strong> is more important than never before. And where there is a retail strategy, there also has to be field marketing<\/strong> – the channel which connects brands and their customers.<\/p>\n

Field marketing covers many aspects<\/strong>: engagement, increasing loyalty, launching new products, taking care of in-store exposure. All of those activities lead to the fundamental<\/strong> goal<\/strong> – to increase the level of customer experience. This perception is crucial for the brands because there is nothing more important in modern retail than constant interactions with the target.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” text_align=”left” el_id=”solution”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1\/1″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line” custom_height=”40″][vc_column_text]\n

5 solutions in field marketing<\/strong><\/h2>\n

The retail strategy is dependent on many factors<\/strong>: type of your company sector, target audience preferences, product lifecycle and positioning. There is no one, generic solution which is perfectly matched to all of the needs above. Every strategy, for every company, is unique considering specific aspects and requirements.[\/vc_column_text][divider line_type=”No Line” custom_height=”40″][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” text_align=”left” el_id=”interaction”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1\/1″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n

1. Looking for more interaction with your product? Try out merchandising!<\/h3>\n

Merchandising<\/strong> covers many important aspects like PoP materials, display materials, product layout but also implementing visual strategies to increase visibility and accessibility. The key point, in that case, is field staff<\/a> <\/span>who controls the whole process.<\/p>\n

The supervision of merchandising ensures optimal and accurate management of the whole actions. Thanks to innovative tools and platforms, reporting and controlling can be incredibly easy and explicit. Take a look at TeamHaven<\/strong>, for example. This platform evolves the traditional concept of merchandising and allows to:<\/p>\n