Gartner Research

Me Marketing: Prepare for the Challenges of Real-Time, Context-Aware Offers in Consumer Goods

Published: 25 March 2013

ID: G00247116

Analyst(s): Dale Hagemeyer , Don Scheibenreif

Summary

A future is coming when shoppers will get personalized, real-time offers while they are in the store, powered by context-aware computing and the Nexus of Forces. We explore the benefits, risks and challenges of this scenario and how you can prepare your organization for this future state.

Table Of Contents

Analysis

  • Me Marketing: The Formula for Real-Time, Context-Aware Offers
  • Challenge No. 1: Number and Complexity of Partners That Will Comprise the Technology Ecosystem and Aligning Their Disparate Agendas
  • Challenge No. 2: Long-Standing Collaboration Issues Between Consumer Goods Manufacturers and Their Retail Partners, Especially Concerning Data Sharing
  • Challenge No. 3: Consumer Relationship Management Issues Still Prevail Around Consumers' Clear Desire for Relevant Offers With the Desire for Privacy
  • Challenge No. 4: The Limitations of Retailer Loyalty Programs and How the Data Is Being Leveraged
  • Challenge No. 5: How to Avoid Commoditization of Offers so the Scenario Does Not Become a Zero-Sum Game

IT's Role in Context Aware Offers

  • Watch the Ecosystem Carefully
  • Assess Your Organization's Readiness Around the Key Challenges
  • Develop an Action Plan

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