Incorporating innovative ICT in children oriented marketing: A retail sector case study

Abstract

The retail sector, although being primary traditional is deconstructing and modernizing itself in order to keep up with the technological and digital enhancement. The Portuguese panorama is remarkably structured upon children marketing initiatives with the involvement of technological platforms, gamification and enrolment components. The scrutiny of existing applications of innovative ICTs focused on children marketing, will serve as the basis for a new business campaign aimed at children and supported by digital marketing and innovative technological features which might trigger a future campaign’s success. In addition, we conducted a small survey to children parents and subsequent potential campaign customers to understand the indulgence of a children marketing action and a triumphant social media advertisement. The in-store retail system has in the online configuration a huge competitor in some product categories in conjunction with the privilege of buying anywhere and anytime. In what concerns children-oriented there is an understanding that actions need to focus aspects such as interactivity, multimedia and personalized content where the survey displayed a 99% of approve in the creation and necessity of children-oriented marketing campaigns to retailers, and a 54% acclamation of a promotional social media action. This reveals that the online channel is a valid channel, and the in-store retailers, even still being preponderant, needs to rethink the inclusion of an omnichannel solution to solve the in-store versus online shopping retail system. Additionally, is recommended the creation of children actions to convert customer loyalty since a younger age and influence family consumption.