Hawkins Strategic was the creator of SmartShop, the very innovative and very promising "personalized marketing" platform employed by biometric payments firm Pay By Touch. The results were outstanding, click picture on right for brief overview or read about Supervalu's adoption of SmartShop here.
Hawkins Strategic issued a press release announcing their new whitepaper:
Los Angeles, CA: (PIN Payments News Blog | Thursday, September 10, 2009 ) Hawkins Strategic today announced the release of a new position paper on Marketing Communications, the latest installment in its Retail 3.0 series. The paper describes how product-driven and customer-focused strategies must interact in the Retail 3.0 ecosystem, and provides a framework within which marketers can decide what communication channels are appropriate for any given task.
Marketing Communications makes clear the importance of tying marketing spend to a Shopper Inventory, providing management a way to truly begin objectively measuring marketing effectiveness. The paper includes an example of a Shopper Inventory statement drawn from Gary Hawkins’s book Customer Intelligence, where the idea was first raised. This analysis makes it possible to measure total marketing cost per realized shopper. This metric is revolutionary. It is also a reality for 3.0 Retailers—today.
“CEOs should demand regular measurement of their company’s total marketing cost per realized shopper, a powerful new metric available to companies in the Retail 3.0 ecosystem,” says Gary Hawkins. “The growing divide in the retail industry between those retailers who possess shopper-identified transaction data and those who do not, will become a chasm when applied to the area of marketing communications.”
The Retail 3.0 position paper series has received extensive coverage in industry media. The first paper in the series, Shopper Data, demonstrated why retailers without means to consistently identify shoppers and link them with their transactions will become increasingly disadvantaged, regularly underperforming compared to their peers and being penalized in the financial markets.
To download Marketing Communications and learn more, please click here.To learn more about Retail 3.0, please click here.
About Hawkins Strategic: Hawkins Strategic is leading the genesis of Retail 3.0, a new industry ecosystem driven by relevant marketing to the individual shopper, supported by realtime marketing and supply chain synergies, and built on the foundation of shopper-identified transaction data. From launching one of the first loyalty programs in the U.S., to advising some of the world’s largest and most progressive retailers and manufacturers; from founding the world’s first truly personalized retail communication platform, to partnering with world-class enabling technologies; Hawkins Strategic is ideally and uniquely positioned to move the industry to this next level through thought leadership, strategic guidance, value creation, and its Center for Advanced Retail Technology.
For more information please contact Berkeley Hawkins at berkeley.hawkins@hawkinsstrategic.com.
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