STI Group blurs the line between real and virtual shopping at FachPack
Modern marketing is largely concerned with finding ways to meaningfully integrate marketing activities across all communication channels. Top of mind questions include: How can we connect the in-store shopping experience with social media? How do we direct the attention of web-surfing shoppers to in-store offers? This kind of question is exactly what STI Group will be addressing at this year’s FachPack in Nuremberg, under the banner 'Unboxing the future'. Visitors can draw inspiration from forward-thinking concepts and ideas that blend in-store experience and digital media, at booth 406 in hall 7A.
A ’seamless shopping experience’ is what brand manufacturers and retailers strive for. Creating a unified experience for consumers as they move from touchpoint to touchpoint is critical, avoiding any disconnect across channels and media. Brand essence and brand message need to be delivered consistently and prospective customers fully engaged by appealing to as many senses as possible.
Different forms of advertising enable brands to walk shoppers through the customer journey right from their sofa to the store. ’Packaging plays an important role in this process,’ explains STI Group Managing Director Aleksandar Stojanovic. ’For consumers, packaging is often the first touchpoint with a brand and serves as a vital link to the online world.’
NAO offers a glimpse into one possible future for personalised customer engagement at the POS. This programmable humanoid robot has already toured Europe as an ambassador for a number of brands, and will be joining STI Group at Fachpack. NAO will be working hard to greet visitors and invite them to presentations or to experience new packaging concepts. Securing NAO’s services for the fair was arranged by STI Group in collaboration with a team of developers from the Fulda University of Applied Sciences.
’This year we made a conscious decision,’ says Stojanovic, ’to look into the future and enhance our products with digital applications. We are offering customers a unique overview of the many ways they can integrate virtual elements into their POS merchandising. Our visitors will be encouraged to fully interact with our products and try them out using all their senses – leaving them brimming with ideas about how their brands can fully exploit the advantages of physical retail.’
Smartphones, apps, social media and beacons are just some of the tools available to digitally engage shoppers in store. Successful engagement is based on original ideas and convincing arguments, so the challenge remains: How do you get shoppers to choose your product? Forward-thinking shopper marketing with clever integration of digital media is more important now than ever.