Digital In-store MarketingMassimo Dutti Boosts In-Store Traffic

TO ENGAGE CONSUMERS WHILE THEY ARE IN STORES

It’s now time for Massimo Dutti to bring the online and in-store shopping experiences together.

1.-Customers can opt-in to receive mobile promos while they are in the store or in a nearby location.

2.-One of the biggest opportunities that MD has for customers to lev-erage their phones as a shopping assistant when they are standing in the store by sending offers and promotions to their smartphones when they are entering or nearing a specific area.

3.- A mobile loyalty card program is another possible strategy for MD who are looking for ways to influence in-store purchase decisions. Content within the app including vouchers, promotions and loyalty messages can be customized to deliver a unique experience when customers are in store.

Having access to this information is that perfect new moment for customers to find everything.

Geofencing

Loyalty apps

Push messages

Geolocalization

Online information can push people to shop in-store

3 in 4who find localinformation in searchresults helpul are more

likely visit stores

The information would be a powerful way to drive consumers to stores listed:

p The in-store availability of an item (74%)p Store location and hours p Pricing at that store (75%)p at a nearby retail location.

What should Massimo Dutti do in this situation?

1. Using local inventory ads providing provide helpful details such as whether a product is in stock at a nearby store, price and store information to shoppers in the area.

2. Also, they can check out other items you have available.

These ads to increase the likelihood that a consumer will walk into their store and buy that day.

1 Research background: Google/Ipsos MediaCT/Sterling Brands, Digital Impact on In-Store Shopping, March-May 2014. Survey conducted among 6,000 smartphone users aged 18-54 who have influence in the purchase decision making process of Retail, CPG or Tech products and have used the Internet to look for shopping-related information.

1. Ensure your site runs quickly, with effective use of caching and content delivery networks where applicable.

A 1 second delay on your page load can cause a 7% reduction in conversions.

2.Ensure you have prominent calls to action on the front page that encourage the customer to further explore the site.

Findthe perfect jacket

Outfitsideas for work

Include ‘Top Selling’ ‘Featured Products’ and 'Recommended for you' sections.

3.Selecting related products manually when creating/editing a product; or automate the selection based on different criteria.

How do I keep shopfloor staff motivated if a large part of trade is click-and-collect?

With the online order services and e-commerce, Massimo Dutti faces considerable competition from the internet, making face-to-face customer service more important than ever.

The challenge lies in encouraging store staff to promote the various offerings as part of all-round customer service.

Staff should be trained on how best to advise their customers on products and purchase

2. Adapting the commission approach by attributing online sales in order to get benefit for store staff.

1. Staff reward scheme based on customer feedback, or a bonus scheme based on customer satisfaction ratings.

What should Massimo Dutti do in this situation?