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marketing retail

Seduce, attract or conquer the consumer. We know that these are some of the keys to success with a brand, but currently it is not easy to do so, much less create an authentic emotional engagement with him. However, when it seems that everything is invented, the brands reinvent themselves and convert the purchase act into a lifestyle, associated with new experiences, seeking new brand-consumer relationships.

If we focus on the fashion industry in particular, it evolves at a dizzying pace. Its a business model forced to reinvent itself regardless of seasons and trends. People use fashion to reflect their identity and personality, this social characteristic of marketing makes the digital environment the perfect space to share tastes and interests about the sector.

Fashion marketing focuses its messages to generate emotions and uses social channels to take advantage of that added value by modifying the user’s behavior. You just have to look at the success in number of users and activity that have the platforms like Instagram or Pinterest. The fashion sector is one of the most connected with consumers because there is an emotional approach and provides value.

Evolution of Retail Marketing

The traditional store has lived in recent years a great transformation due, in addition to the crisis, the rise of the Internet and the emergence of a new customer more informed and demanding. For its part, the online store has grown thanks to the deep knowledge it has of the customer, their needs and their tastes. While the offline store lived in ignorance, the online had data on how many customers visited, how long they were, where they came from, how much they spent, whether they repeated or not, whether they were men or women, ages, etc.

The online experience has exceeded all expectations as customers. We no longer like to wait in a store, we do not like queues and we have the possibility to compare prices, establish preferences or look for products with just one click. In addition, we are already in the generation on demand, the customer expects a unique and personalized attention according to their tastes or preferences.

There is no doubt that the shopping experience through contact and personal relationship is the advantage of physical versus online commerce. But it is necessary to make this advantage efficient, creating sensations and emotions towards the brand, with attitudes and behaviors of purchase and future linkage to the brand and its products or services. How do we do it?

Augmented reality in retail business concept application for discounted or on sale products.

From online to offline and viceversa

We are in the middle of the multichannel era and customers expect a brand to offer them the greatest possible comfort to make their purchases, facilitating their choice through personalized recommendations in the channel they use.



We are in the era of “all line Marketing”. Consumers do not recognize channels, they only see the brand. The tendency of consumers to make online purchases sharpens the need to improve the digital experience, the user experience.


Online and offline are feed back and we must take advantage of the ROPO effect. It is the acronym of “Research online, purchase offline”: find out in the online channel, buy in the store. The Internet serves, in this case, to compare prices and read the reviews and ratings of other consumers, before going to the corresponding physical store and buying the item there). The BOPIS effect (online purchase and store pick-up) that is gaining popularity also comes into play.


Customers want to buy at any time and place, by any device, quickly and conveniently. In the online purchase, customers expect the delivery, be timely, very fast and where they say.


  • Zara is committed to omnichannel. This store seeks to facilitate the lives of buyers with service robots. Zara has located a robot this month in one of its stores, where customers collect purchases they made online. The system looks for the garment in a warehouse, and then delivers it to the buyer, who only interacts with a touch screen. Behind the screen there is a robotic system that is responsible for placing the garments in internal lockers and leaving them in the mailbox. In addition, Zara has recently opened the doors of its physical store in which we can not even try our clothes or pay it to an ATM. It is an establishment specialized in ecommerce, which represents a great step in the merger of physical stores with the digital model. It is a pilot and temporary project, located in the Westfield Shopping Center in London, where customers can see the products, which they have to order online and can pick them up right there. In this case, the smartphone becomes a clear protagonist of our fashion purchases.


Advice and customization

The balance between advice, personalized sales and making the customer feel at home, without pressure, is the challenge of the customer experience in the sector. The chain of American department stores, Macy’s, is able to meet the customer who enters through the door with information from their social networks.


  • Virtual testers in Mango. Mango has opted to offer its customers a solution to the most tedious part of fashion shopping: try on the clothes. They consider that digital testers are the future. This new method will use a digital mirror based on Internet of Things (IoT) technology, which allows shoppers to scan garment labels to request a different size or color of the piece from store personnel, without needing to cross the curtain of the tester. In this bid to merge traditional shopping with digital, this mirror has an extra function and, as if it were a personal shopper, you can also suggest additional items to the buyer to complete your look.

mangoSocial networks


The purchase through social networks is a phenomenon on the rise. Brands can enter the lives of their customers through social networks, to offer them a more personalized value. In terms of key interactions, the ability to respond to queries made by customers through this channel immediately is a challenge for companies. The opinion and participation of customers is increasingly valued and will have a useful application in the creation and development of products.


As the customer changes their purchasing habits, the retail sector is transforming to create new experiences. On the next years we will see very important changes in the way we relate to brands, machines and consumers. In short, the key is to think about how we would like to be treated, to stop thinking about what we want to sell to client to start thinking about what we want to make him feel.

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