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The Impact of In-Store Digital Experience on Online ROI
How Physical Store Intent Data Drives Online Sales
Retailers.
Do you know how store visits are leading to incremental online ROI?
Because more than likely, you’re probably not doing a good job of it.
Problem:
Retailers still don’t know how to accurately measure ROI from in-store digital experiences
Useful customer data collection in-store has been virtually non-existent.
Without data, it's very difficult to measure both ROI and LTV.
Kiosks and signs can collect data and are flashy, but not very practical.
If in-store and e-commerce channels aren't linked, it's impossible to measure the impact of a store visit on an
e-comm sale.
Opportunity:
Omnichannel customers spend 3.5x more than single-channel customers and they exhibit more brand
loyalty.
https://www.atkearney.com/documents/10192/4683364/On+Solid+Ground.pdf/f96d82ce-e40c-450d-97bb-884b017f4cd7
80-90% of all U.S. retail sales still occur within the the physical store.
That means purchase intent in the physical store is 9x higher than online.
https://www.atkearney.com/documents/10192/4683364/On+Solid+Ground.pdf/f96d82ce-e40c-450d-97bb-884b017f4cd7
AND
According to Accenture’s “Seamless Retailing 2014” study, when asked what retailers need to improve the most, 40% of respondents ranked improving the in-store shopping experience first.
What does this all mean?
According to Deloitte, digital interactions influence more than 64 cents of every dollar spent in retail
stores.
This means shoppers who get a seamless digital experience are more likely to convert.
Retailers must go above and beyond to create a seamless, effortless in-store experience to win a customer over, with the goal of getting them to
become a digital customer.
Retailers must encourage digital touchpoints that actively engage the shopper with the brand across
channels, not just the products.
Digital Experiences Create Store Intent Data
Tablets/In-Store Mobile Devices ●Provide a way for shoppers to interact with the
brand, the store, and the products
●Easy place to introduce relevant content and display recommendations for similar items
Tagged Products
●Provide a way to interact with inventory
●Help shoppers quickly get product info
●And add products to cart to checkout either there in-store or at another time
Opt-In
● Giving shoppers the ability to opt-in at the end of a digital experience instills confidence and trust in the brand.
● It ensures that they feel in control of their own data and that everyone gets the same experience regardless of their willingness to identify their data.
What Can You Do With This In-Store Intent Data?
1. Optimize Store Experience
The digital aspects of the store should be dynamic to help personalize the overall store experience.
2. Optimize E-commerce Site
When shoppers' offline and online “accounts” are synced, the content they see during their site visit
should reflect what they looked at or purchased in-store.
3. Build More Complete Shopper Profiles
With more complete shopper profiles, you can see how a shopper interacts with your brand both online
and in-store so you know the most effective messages to deliver at the best times and on the best channel.
This increases your value to them.
And most importantly ...
4. Retention Marketing
According to Lee Resource Inc., it costs a company five times more to attract new
customers than to keep an existing customer.
http://www.forbes.com/sites/alexlawrence/2012/11/01/five-customer-retention-tips-for-entrepreneurs/
Focus on retaining in-store shoppers, where intent is already high.
Email is the identifier.
When shoppers opt-in to identifying their in-store data, use it to market to them the same
way you would if they visited your e-commerce site.
We call this In-Store Remarketing — remarketing done online to customers who have walked into a
physical store and not made a purchase.
This can be done through email, display, or social
Two Phases of In-Store Remarketing
Phase 1:
Follow-up 1-7 days later with more information about the items the shopper was interested in-store.
Phase 2:
Re-engage the shopper 2-6 months later with confidence that the shopper purchased the item
even if it wasn't from you because they browsed in store (browsing in store shows a higher level of
intent).
Rules of Engagement
Not requiring the customer to identify themselves at the beginning and making it optional at the end.
1. Opt-in
Shoppers know that the tablet is tracking their data and nothing is ever covert or invasive.
2. Transparency
Giving shoppers a valuable experience first before requiring or requesting anything from them.
3. Value-first
In-store digital experiences make a significant impact on online sales.
Your physical stores can drive sales online through effective in-store experiences and
remarketing.
All you need is to collect the data in a meaningful way.
Learn how to connect your store with CloudTags and get the data you need to turn your physical stores into digital goldmines.
www.cloudtags.com
