Mobilizing Wellness for the Real World: How brands can better ...

It?s not news that everything is going digital/mobile. With smartphones becoming ubiquitous extensions of our physical bodies, the gap between the online and offline world is diminishing. And that gap has especially been diminishing when it comes to our bodies themselves ? the quintessential ?physical? being.

More and more people have been looking to digital resources for answers about their health and wellness, which has traditionally meant visiting nutrition and fitness resources on their home computers. But now, we?re seeing consumers demand this information on mobile platforms as well. In fact, a new smartphone app called ?idoo? allows users to track their posture and progress when performing exercises to make sure they?re doing them correctly. In addition, apps that track caloric intake and fitness activities are becoming more popular as users require this information on-the-go, in real time, and at a moment?s notice.

So, it?s becoming increasingly necessary for marketers to keep the trend of digital-at-retail on their radar, and this goes for the health and wellness category, too. For example, New Balance could develop a feature on its app that allows a user to point their smartphone at a New Balance shoe or display in-store and receive instant tips on how best to use the product for running, biking, kickboxing, or any other exercise. Food retailers, or even medical device brands, could also develop apps that let users scan packaged food items at the shelf to find healthy or low-calorie recipes using the product. Or, just imagine what could be done with technologies that sync in-store digital kiosks and shoppers? smartphones to really bring an experience of connectivity between the brand, the retailer, and the consumer.

There?s no doubt that there is a ton of potential in the digital/mobile-at-retail arena, especially when it comes to giving the consumer a more integrated experience between the online and offline world. Since we?re always interested in new retail and digital innovations in marketing here at Upshot, we?ll continue to track this trend on our Awesome Blog, so keep checking back for more updates.

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Posted in Above the Line, Anarchy in the Aisle, Boomers, CPGs, Digital, Digitally Enabled Shopper, Event Marketing, Experiential Marketing, Food, Gen X, Gen Y / Millenials, Health and Beauty, In-Store, Men, Mobile, Mobile Marketing, Out of Home / Outdoor, QR Codes / Barcodes, Retail Design, RFID, Seamless Tech, Women, World of Wellness

Source: http://theawesomeblog.net/2012/11/mobilizing-wellness-for-the-real-world-how-brands-can-better-merge-digital-and-in-store-to-connect-with-modern-consumers/

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