This year the subject was The New Rules of Retail, and how retailers will look in 2020. Three general themes that came out of that meeting:

1. Despite all buzz, only 5% of the money spent at retail was spent online in 2011. Another 6% came from using online capabilities to source or qualify a product or service before purchasing in a brick and mortar store. The challenge for the brick and mortar stores is to integrate an online capability into their brick and mortar operations to be a factor in the expansion of online retailing Hence the multi-channel label. (Example: Macys is asking their associates to look at their retail locations as regional distribution centers” as well as traditional brick and mortar stores.) Both models will be shaped by the delivery on demand consumer expectation, and retailers who can do both will win. And, there are still some things such as groceries, paint, fabrics etc. that arent good fits for the online medium.

2. Consumers expect an exceptional shopping experience in person and online More New, More Often. At brick and mortar locations, they are looking for unique experiences from the Apple Store (high tech) to Costco ($1.50 large hot dog and unlimited soft drink lunch) to Home Depot (DIY Hands-On clinics.). In the online world, one example was a sporting goods chain sponsoring a face painting contest that asked participants to submit photos to a web site where visitors to the site could vote for the winner. The whole approach across all channels is to make both the product and experience exceptional, creating perceived value for the consumer.

3. 70 80% of retailers will create and promote their own proprietary brands. 50% of current consumer brands will disappear by 2020 as retailers develop a superior value chain model where they can control product quality, delivery, and price. Globalization and technology have given consumers the Power of Total Access, and retailers need to have more control of the products they sell, where their customers buy them, and how quickly they can be delivered. As part of that strategy, major retailers such as the large department stores and big box home centers, will become virtual mini-malls because they will rent space in their bricks and mortar locations to their brand suppliers.

What does this mean? The obvious answer is that now more than ever before, retailers will more involved in product development and supply chain marketing. Add to that, more retailers will be aggressively pursuing multi-channel business models, and FMA is in a great position to provide the multi-channel merchandising support these retailers need to succeed.

As one of the retailers at the symposium said at the end of the day, Our biggest retail threat is not Walmart, its Amazon. We need to learn to play on their field before they dominate ours.

Published 5/16/2012 – by Dave Zoerb

When is a sign a crime? When it’s an “aisle violator…”

Joking aside, the term aisle violator is used to describe signage that extends into the store aisle. Aisle violators come in various shapes and sizes. They slide into pricing channels to waggle and dangle. They are clipped onto shelf dividers or secured to fixtures with hardware.

The purpose of this type of sign is to capture a customers attention and increase sales in the absence of store personnel. The challenge for a designer is to make it work without being too intrusive on this critical space.

It is important to have an accurate knowledge of the physical environment in which the signs will be used. Planning the graphics with consideration of space is essential. Once this is known, the sign size and style, the installation method and material selection can be determined.

The common materials used are opaque flexible vinyl and rigid styrene. Double sided printing on these substrates is typical and makes for best use of this valuable real estate. Graphic content can be image or text based and is normally tied to product promotions featured on other campaign materials. Printing method, bright inks or foils and contour cutting are techniques employed to produce optimum effects.

The use of less commonly chosen materials in an aisle sign application is starting to appear. Frosted clear plastics can be printed and secured to create a free floating affect. The eye catching illusion appears less intrusive yet effective. The trend is clear

When is a sign not a crime? When its just appears

Published 5/1/2012 – by Gerald Hazlett

Breast Cancer Awareness Month inspired FMA leadership to don some uncharacteristic attire and flip pancakes at our breakfast to raise money for Susan G. Komen for the Cure.

FMA bikers are all revved up and ready to start the annual Fall Breast Cancer Awareness Ride, another fundraiser for Susan G. Komen for the Cure.

This marks the 12^th year that FMA associates will strap on helmets for Wisconsins Bike MS Best Dam Bike Ride to raise money for multiple sclerosis.

Some of our creative associates spent an afternoon assembling a little Christmas cheer for our troops. These fully decorated Christmas trees were shipped overseas by the non-profit organization Trees From Home.

How will youhonor National Volunteer Week?

Published 4/17/2012 – by Gail Tanner

Frank Mayer and Associates sent a cadre of people representing all facets of our company. Here are some of our insights from this melding of keen minds.

1) Digitally-focused consumers have high expectations. Consequently, looking at new technologies from a features and components standpoint underestimates the value of screen media in the customer experience and stands to alienate shoppers. Embracing all of these emerging technologies in a single marketing strategy view helps retailers and brands create an omni-channel environment that keeps customers engaged.

As a project integrator approached by retailers and brands, we see the advantage to all parties to have a partner that is focused not just on the structure but the total experience. Anyone at CETW realized there are more pieces than ever that go into that experience. Though some of us in this industry dont look like athletes, were in an environment where agility, speed, and experience are requirements.

2) In one short year, tablets have rapidly reframed the conversation about customer engagement.

Tablets have redefined what self-service and assisted selling can look like. They have the ability to add personalized excitement and value to a shoppers in-store experience. Tablets as self-service or retail associates tools require us to overcome physical limitations inherent in the design and demand practical considerations like how to turn them into self-service kiosks and counter displays and how to, operations wise, keep them updated and charged.

Companies like Apple with its iPad and a few others with tablets operating on the Android system, are forcing retailers into a different orientation. The question is how much these new screens will enhance retail and how much they could disrupt it. Either way, as a retail marketing company, weve quickly expanded our repertoire!

3) The retail context is a moving target, but many of the pitfalls to implementing successful self-service programs are the same. These activities were discussed in the sessions I chaired and participated in at the CETW Expert Sessions:

• You dont know what you dont know.Find partners and collaborators recognized in the industry for their experience and ethics.
• Be hardware and software agnostic, focus on how your screen media solution supports your marketing strategy and the consumers experience.
• Evaluate how the digital solution is supporting store associates and the overall in-store shopping experience. This what brings consumers back and creates loyalty.

4) Interactive solutions no longer offer just a digital menu of options for the consumer to select, but are becoming facilitators of highly personalized and relevant interactions.

• Self-service in-store merchandising can be an active component in a brand’s or retailers integrated mobile marketing program whether it facilitates opt-in communication, a loyalty program or portability of information. It can encompass the omni-channel view of the brand or retailer.
• In-store marketing will be more location-based. This means not just wheres the nearest store and heres an incentive to go there. It means delivering an experience from a kiosk, display or digital sign to a mobile device that is possibly user-, place-, time- and context-appropriate.

CETW is truly a meeting of the best and the brightest in the Digital Screen Media Industry and has served the industry well by offering a showcase for the industries thought leaders and innovators, willing to share for the growth of the industry, their expertise, experience and insights with retail leaders.

Published 4/6/2102 – by Ron Bowers