Every business setup aims to reach out to as many people as possible. The liberty to access information on stores from different devices and platforms add to customer satisfaction, leading to brand loyalty and increase in ROI.
If the aim is to increase online ROI, it is essential to provide customers a satisfying in-store visit as well. However, most retailers do not have the knowledge to accurately quantify the ROI generated from in-store digital experience. As the practice of collecting customer data within the store is not very popular, when calculation of ROI is done, the number we get is not exact. There is therefore a necessity to link the in-store and e-commerce channels to measure the exact ROI and there is a need to digitize the retail experience.
What guarantees good in-store experience
Most of the purchases still occur in-store, indicating that customer intention to purchase is higher in the physical stores. This can be read as an indication for improving the in-store shopping experience. In fact, studies have found out that customers who had better digital experience are likely to make purchases, if not instore at least online. Hence, retailers must try to create a unified and friendly in-store experience to influence them to become a digital customer. Retailers, for the purpose can introduce digital touch points to enable the customers interact with the brand through different channels. These digital experiences can be provided via tablets and other in-store mobile devices, or by placing relevant content in convenient places with endorsements for similar products. There must also be a way to take an update of the inventory and get quick product information. Products must be placed in the cart for customers to know if they are available or to inform them when available. Nevertheless, customers must always be given the choice to opt for the services or purchases that they want to make. This is necessary to instil confidence and conviction in the brand. On the other hand, in-store digital features should be such that it provides a personalized experience to the customers.
How to use in-store data
There are various ways to use the in-store data about customer behaviour, expectations, and needs to promote the online sales. One option is to connect the in-store data to the cloud so that it can be linked and connected with the online store, to be used for future marketing actions. The retailers may also build a mobile app for the customers to get a record of what they are purchasing or for going back to their wish-list. Mobile apps provide a wide array of information ranging from age, gender, demographic and geographical details. In-store customer data analytics thus can help manifold to increase the online ROI.
Brands can also sync the online and offline accounts of customers to let them see their store visit history. Building customer profile may also be one method to know how a customer interacts with the brand online or in-store. This allows delivering messages that cater to the customer needs. These messages can be delivered either through e-mail or social media sites. Further, retaining customers is a better option than getting new ones. So, when customers choose to identify their in-store data and opt to receive e-mails, marketing mails can be sent directing them to the online stores as well.
Tapping your customers
The retail customers extensively use their smartphones and post about their shopping experiences along with pictures. They also use their phones and computers to track down the location of the stores, to know about the products they sell, and the customer support they offer. They look for consistency in the services promised across platforms. This can be achieved by using omnichannel support software that would sync customer data and prevent repetition of processes.
It is also vital that customers are first given a valuable experience before being put through a marketing policy. Proper and accurate data collection along with a pleasant in-store feeling goes a long way to influence online sales and ROI. Again, the digitization should be aimed at enhancing the customer’s existing experience. A complicated and confusing system may do the opposite of what is intended and drive the customers away.
At the same time it is also important that in addition to data, the views and opinions of the customers are also considered. It is only by adopting a multi-level digital experience and customer assessment that their purchase behaviour can be understood to redirect them to the online services.
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