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Tomorrow's Technology

GDA Staff -- Gifts and Dec, 12/1/2011 2:00:00 AM

What's next in tech? Tablets, drop-shipping, daily deals, automation, "the cloud," QR codes, mobile and platform independence.

IN A RAPIDLY CHANGING INDUSTRY LIKE THE GIFT BUSINESS, WHERE PRODUCT TRENDS TURN OVER EVERY SIX MONTHS, IF NOT SOONER, AND THE RETAILERS' CONSTANT CRY IS "WHAT'S NEW?", THE ONLY THING CHANGING FASTER THAN THE GIFTS WE SELL IS THE TECHNOLOGY WE USE TO SELL THEM SMARTER. WITH THAT IN MIND, GIFTS AND DECORATIVE ACCESSORIES REACHED OUT TO FOUR EXPERTS WHO COMBINE TECHNOLOGY LEADERSHIP WITH EXTENSIVE GIFT AND HOME INDUSTRY EXPERIENCE TO FIND OUT WHAT THEY SEE AS THE COMING TECH TRENDS FOR 2012.

Todd Litzman
Technology is going to get thin in 2012! Tablets and ultra-thin laptops will be all the rage - how you adapt them to your business needs will be your key to success.
     Everyone has heard of or seen the iPad, but how many have used an Android tablet, seen a Windows 8 Slate, or heard of an Ultrabook? These are going to be the buzz words for next year. How will you decide what is best for your business?
     One of the keys to success in this new world will be finding the right technology partner. This will be difficult because most companies create applications for a specific device, locking you into that technology. With so much new hardware on the market, you need to be searching for providers that can deliver platform independent products. Simply put, whether you own a laptop, an iPad, or a Windows 8 Slate, you can install and run their applications, without the requirement of an "Always On" Internet connection.
     In 2012, retailers will continue to be pressed for time and, I believe, continue to become more and more tech savvy because of the efficiencies and conveniences it can give them. This means their demand for online services and efficient off line systems will continue to increase - including the ability to check their order history, look up order status and purchase products at their leisure online. For reps to remain relevant they need to embrace technology that allows them to add value to this new retailer experience.
     For example, standard e-commerce websites will need to enable reps to work with their retailers 24/7, suggesting product, collaborating, and creating orders, compared to the current method that requires the retailer to shop these sites solo.

Brett Goldberg
The coming year will see an influx of mobile usage in the gift industry, both B2C and B2B.
     On the B2C front, consumers will increasingly use location-aware apps to seek out nearby deals, and will use barcode-scanning apps for price comparison. Smartphone penetration among the general American population will approach 40 percent, with a much higher percentage among business owners.
     In the B2B space, camera-toting tablets will become the tool of the trade for order-writing at shows, on the road, and even at point-of-sale.
     On the Web, e-tailers such as Target. com, CSN/Wayfair, HSN.com and eBags will comprise a growing percentage of total sales in the industry, boosted by consumers placing orders from their smartphones. The growth of the e-tailer sector, together with the growth of various "deal" platforms, will place additional pressure on vendors to dropship, prompting even vendors who have resisted drop-shipping thus far to invest in systems that automate their drop-shipping capabilities.
     In a trend that has been accelerating since 2008, automation in general will continue apace, with vendors seeking to eliminate manual data entry from wherever possible in their processes.

Eric Dean
2012 will see acceleration in the adoption of mobile computing and in quicker access to information, resulting in a shift in how and where people get work done. We've all heard a lot about one-to-one marketing; 2012 is the year it really starts to come together in widespread practice as several trends converge to speed the evolution.
     • The "Cloud" has been over-hyped as a buzzword, but the underlying principles are sound and permanent. Making your brand, product and information available everywhere your customers are is going to become a differentiator for companies looking to gain market share. Traditional technical barriers are dropping, making it easier to interact with customers, regardless of their location.
     • Data: Immediate accessing and using customer specific data will also play a growing role next year. Customer expectations are rising - mandating more professional and personalized interactions - both face to face and digitally. Good intelligence - data - makes interactions with customers meaningful, relevant and effective. The data is already there; the focus will be on quickly getting it into the hands of people who need it, and on them putting it to good, compelling use.
     • Tablets will multiply the impact of these other trends. Tablets combine the computing power to run serious business programs with the portability and speed to be immediately available in the places where business actually takes place: small stores, checkout counters, lunches, conferences, tradeshow halls, etc. The iPad finally cracked the presentation challenge, making it possible to find and show relevant product and information while enhancing the actual display of the product. The penetration of the iPad as a business tool will be unlike anything this industry has ever seen.

Penny Schneck
Things move fast on the Internet, and 2012 will bring new opportunities for gift and decorative accessories retailers and manufacturers to promote their product. Some key developments to consider when formulating on online advertising strategy for 2012 include:
MOBILE: Half the U.S. population with mobile phones will own smartphones by the end of this year. Mobile covers a broad spectrum of technologies beyond the "app." Here are a few options to consider:
     • Add QR tags to your print, or point-of-purchase. It is easy and free to generate a QR tag. Simply "Google" the phrase "QR code generator" and follow the directions.
     • Create a mobile version of your website so visitors can view it from their mobile phones. Also, avoid using Flash, as more consumers research and buy via the iPad and iPhone, which don't support it.
     • Claim your location at Google Places and add Google Mobile ads to your Adsense program. SOCIAL: As social media continues to grow, expect opinions - positive or negative - to spread with lightning speed. Some ideas to implement:
     • If you haven't set up social media communities yet, do so now. Social media is becoming a significant source of organic search traffic. If you want to keep your website high in the search rankings, having a social media page is no longer optional.
     • Consider participating in location-based social networking websites such as Foursquare or Brightkite.
     • Add social media ads to your paid online advertising mix.
FLASH SALES SITES: Sites such as Groupon, Living Social, Gilt, Zulily and One Kings Lane show no signs of slowing down in 2012. Even local newspapers are getting into the local deals game. Participating in a deal-of-the-day promotion is not just a way to move inventory but also helps build your brand identity. Or maybe it's time to start your own flash sales events! Check out www.aDealy.com and www.buckaroo.com as options to run your daily deals.

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