Beverage Dynamics

Beverage Dynamics Mar-Apr 2016

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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www.beveragedynamics.com March/April 2016 • Beverage Dynamics 63 When Sarah Lisotta, marketing manager at Martin Wine Cellar in New Orleans, interacts with her customers, her goal is to not only engage with the customer, but also to have them remain engaged with her brand. This certainly is the goal of most busi- nesses, but in today's evolving business world, where customer interaction strategies are in constant fl ux, this is easier said than done. That's why Lisotta and others in the bev- erage industry are using a combined approach of loyalty market- ing, in-store interaction and digital engagement to connect with customers in ways that merge traditional best practices with the modern interactive environment. HISTORICALLY SPEAKING The concept of "customer engagement" has evolved and grown over the years. Today, retailers can leverage technology to create more informed, personalized connections with their customers, and mobile and social platforms allow business owners to con- sistently engage customers, quickly access information and im- prove in-store experiences. As Lisotta explains, customer engagement is more important than ever with the revolution digital advertising as a two-way communication platform. Lifestyle-based, customer-driven marketing has surpassed the traditional approach. Younger generations are looking for more from a company than just an item; they want an experience. "Email capture and CRM tools give retailers the ability to connect with customers even after they leave the store - no lon- ger confi ning them to the constraints of regular business hours," says Ayesha Herian, communications manager at ShopKeep. "In our 'always on, always connected' world, retailers have devel- oped new ways to engage with customers, and these tools help them do so easily and effi ciently." That said, customers appreciate having a personal, individual- ized experience when shopping in store. Whether it's an employee ENGAGING WITH TODAY'S EVOLVING CUSTOMER BASE BY MAURA KELLER AS WE MOVE INTO A MORE DIGITAL AGE, EVEN THE WAY WE PAY FOR ITEMS IS BECOMING MORE AUTOMATED.

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