OPERATIONS

Ahold USA to deploy NCR solution to manage customer offers and promotions

BY Staff Writer

New York City — Ahold USA, the U.S. division of Amsterdam-based Ahold, has selected the NCR Advanced Marketing Solution from NCR Corp. to manage offers and promotions to customers. The solution is designed to allow retailers to streamline the management of multichannel promotion delivery by eliminating systems and business processes, while also reducing operations and IT support requirements.

The Ahold USA marketing support team will make the software available to all of its local retail divisions, which operate more than 750 supermarkets as Stop & Shop, Giant Foods of Landover, Giant Foods of Carlisle and Martin’s regional brands.

In addition, NCR will provide consulting services to help Ahold USA manage the technology migration, as well as ongoing software maintenance and support.

The Ahold USA divisions will use the NCR software to manage their loyalty and promotion programs and implement personalized marketing promotions, integrating the software into point-of-sale (POS) technology.

“The NCR Advanced Marketing Solution has been installed in the Giant–Carlisle stores since 2009, which gave us the confidence to select it as our next-generation promotional marketing engine for availability to all of our local retail divisions,” said Erik Keptner, Ahold USA senior VP, marketing and consumer insight. “The capability to offer customers more targeted promotions will provide greater value to shoppers and enhance our ability to build enduring relationships with customers.”

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Chaming Shoppes makes executive appointment

BY Staff Writer

Bensalem, Pa. — Charming Shoppes announced that Elizabeth Crystal has joined Lane Bryant as senior VP/CMO.

Crystal will develop and lead the brand positioning, marketing, and advertising strategies for the Lane Bryant and Cacique brands. She was most recently the senior VP, worldwide marketing for Revlon and Almay Color Cosmetics.

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Cisco study: Immersive in-store shopping experiences attract and engage tech-savvy consumers

BY Marianne Wilson

New York City — Retailers need to respond to technology-savvy consumers by creating digitally rich, easy-to-use, technology-based experiences in the store to expand basket size and increase margins, according to the results of a new survey by Cisco. The survey also found that cross-channel shopping behavior is prevalent and desired by most consumers, with nearly 74% of all respondents conducting online research before making in-store purchasing decisions.

“The key for retailers’ survival is to reinvent the store by bringing online content into store and creating engaging, personal, and emotional experiences that encourage shoppers to buy. It’s about capturing shoppers’ “feet and fingertips” right in the store with digital content and experiences,” said Lindsay Parker, global retail industry director, Cisco.

Conducted by Cisco’s Internet Business Solutions Group (IBSG), the company’s global consultancy, and Cisco’s retail marketing team, the study surveyed 1,000 U.S. and 1,000 U.K. shoppers.

The survey found that digital content can frequently trigger consumers to buy, and that bringing online digital content into the store is especially powerful in influencing buying decisions at the point of sale. Among the results:

  • Nineteen percent of respondents were influenced to make a purchase with digital-inspiration‖ triggers.
  • Thirty percent use online videos to choose the right product or service.
  • Fifty-one percent of U.S. respondents now use or want to use an in-store kiosk for self-service of accessing web-based content.
  • Forty-two percent of U.S. respondents use or are interested in using video screens or video walls within the store to make buying decisions.
  • Forty percent of U.S. respondents use or are interested in using mobile phones for in-store digital content delivery.
  • Thirty-five percent of U.S. respondents indicated current use or interest in using tablets for in-store digital content delivery.

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