Connect online and offline to harmonize CX
‘Omnichannel’ is dead: the customer is your only channel now.
Bridge the gap between digital and in-store behaviors
So, how can you collect and cultivate deeper insights, assimilating brands that customers truly love and products they really want? By bridging the gap between digital and in-store behaviors.
It’s time to start reimagining commerce experiences
We’ve known for a while now that shoppers are not only a sum of their taps, swipes or clicks. The whole shopping ecosystem is more dynamic and complex due to an online-offline divide: it’s why delivering seamless customer journeys, investing in digital and demonstrating value is so difficult.
Now, it’s up to retail players to reimagine commerce experiences. It begins with making your app, ads and web mirror what’s happening in real life for your customer – and vice versa:
- Build smarter shopper segmentation
- Create app & in-store experiences driven by customer locomotion
- Attribute in-store to app behavior, and vice versa
1. Build smarter shopper segmentation
Stop being ‘everywhere’ and ‘all things’ for ‘all people’:
✔ Create interest-based segments
Apply customer habits, routines and place preferences, to complete your single customer view and jump up your analytics.
✔ Understand offline behavior
Identify and understand grounds of brand loyalists, regular runners, frequent diners or daily drivers.
✔ Enrich profiles with observable data
Go beyond traditional declared data such as ‘likes’ and ‘shares’, using store visits and regular routes to add value to your audiences, and discover surprising patterns of truth in customer behavior.
2. Create app & in-store experiences, driven by customer locomotion
Engage only at relevant moments, and adapt your app for in-store mode:
✔ Refine targeting triggers & messages
What qualifies a store visit, and when should you switch to in-store mode? How nearby is your app user and how likely are they to redeem that discount?
✔ Deliver arms-reach convenience
Increase customer value by sending in-the-moment offers and practical there-and-then information.
✔ Reduce steps to conversion
Make the most of opportunities where you can be of value, by localizing in-app content and reducing search friction.
3. Attribute in-store to app behavior, and vice versa
The path-to-purchase can follow multiple routes:
✔ Measure which campaigns drove visits
Who did that paper trail touch, and how can you prove it? What were that customer’s next steps?
✔ Optimize budgets & refine distribution
Reconcile digital interactions with offline footprints, reducing waste using data you already have.
✔ Steer digital strategy
Gain cumulative intelligence on users, by identifying routes between home, work, promoted stores, shopping streets, or competitor locations.
Strengthen your customer profiles across your martech stack:
Time to connect online & in-store?
Discuss with a specialist how our suite of right moment marketing solutions for retail can help you better understand customer behavior, and drive in-store traffic.