Canadian Music Trade - August/September 2017 | Page 29
“The number one trend we see is the advancement of
contactless technology, as the use of cold hard cash has
become a relic of the past.”
CMT: Some retailers don’t seem to recognize the importance
or potential of digital location management. What is digital
location management specifically, and how can retailers
take advantage of this to attract potential customers that
may not find them otherwise?
LL: Digital location management is putting your store on the map
so customers can easily locate you. For starters, make sure you
have a Google page, as this comes up prominently accompanied
with your address and location upon search results. To supplement
your Google page, make sure you have a Facebook presence plus a
website that provides your company information. If you implement
these strongholds on your name and brand, then you won’t risk
having people finding a competitor when in fact they are search-
ing for you.
Ninety per cent of Canadians use their smartphone to search
for local information. Two-thirds of consumers use smartphones to
find store locations. Very few are at an acceptable level of locatabili-
ty. For businesses who cannot be found on the map or the location
is wrong, that will deter customers from shopping with them and
they will go to the competitor.
CMT: There’s no question that social media tracking and
management is growing more and more critical. How can
retailers and their employees address negative reviews,
posts, or feedback in a way that maintains professionalism
and minimizes a potential loss in business?
LL: The best way to address negative feedback is to provide
constructive comments in response and convey your position
in a humble manner, so customers know that you are willing to
improve, whether it’s about your service, products, or attitude. It’s
better to address the situation with a solution rather than fuelling
the fire or neglecting it. In today’s world, the customer is always
right – even when they’re not – and you don’t want the situation
to escalate and potentially lose future business over something
rather minor.
CMT: You talk about how social media is becoming more
than just a marketing tool for retailers. What are other
ways retailers can use their social media presence to their
benefit?
LL: A lot of companies who utilize Facebook, Instagram, and
Twitter will follow and like other businesses in or related to their
industry, joining topical forums and contributing to the conver-
sation with participants. This is good for small businesses to put
themselves out there and the more they participate in the conver-
sation, the more consumers will remember them. Also, we would
strongly recommend that businesses promote their social media
channels at the store. Because social media moves fast, you might
be able to quickly amass a following by simple word of mouth, or
a post going viral. To encourage customers to like your pages and
be champions for your brand online, always interact with your cus-
tomer base – not in a sales-y way, but in an educational manner.
CMT: Are any of the
popular, or perhaps
not-so-popular social
media platforms be-
coming more or less
effective for business
use as time goes on?
LL: Obviously, Face-
book and Twitter are
still the most popular
social media platforms
businesses use, but with
the rise of Instagram
and Pinterest, more
businesses are taking
advantage of these new
social media to reach a
wider audience. Insta-
gram is an amazing tool to display pictures of what you and your
staff are doing while Pinterest is a perfect platform for retailers to
follow boards and pin them to your own board. It presents every-
thing in a very visually appealing and attractive way. According to
the Huffington Post, quality images are likely to gain traction on this
site due to its visual nature. If your image is pinned by a highly-fol-
lowed member, it has the potential to be viewed by millions. It’s
also a great platform for promoting products.
CMT: Are you seeing any of the trends you identified in
“Technology Trends for Canadian Retailers in 2017” growing
considerably more or less significant leading into 2018?
LL: The number one trend we see is the advancement of contact-
less technology, as the use of cold hard cash has become a relic
of the past. More and more customers tell us that they love the
convenience of tapping their cards to pay for their products.
As mentioned in our blog, consumers will rely on their mobile
phones to shop or at least browse for items before they go into the
physical location. Having a mobile-friendly e-commerce website
infrastructure can help to capitalize on such browsers, turning
them into buyers from wherever they are. So, to answer your ques-
tion, the trends we proposed in our blog are indeed seeing a more
significant impact.
Lindsey Lu is the marketing communications specialist at MONEX-
group, a leading provider of debit and credit point of sale terminals
and eCommerce, gift card, contactless, mobile, wireless, virtual, and
integrated payment solutions. As a Canadian-owned and operated
company founded in 2002, they process billions of dollars for over
100,000 business locations every year nationwide, across all industries
and verticals. To learn more about the company and its competitive
processing rates, industry leading technology, and 24/7 service, visit
www.monexgroup.com.
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