2 Sep 2015

How In-Store Remarketing Empowers Retailers’ Omnichannel Strategies

Online remarketing continues to be one of the best performing channels for retailers. That fact is only increasing, given that so many shoppers begin researching their next potential purchase on their mobile devices, before setting foot in a store. But the use of these same tactics applied once inside physical store and afterward, is still an early and critical opportunity. Does the use of the word critical seem sensationalist? Not when you realize that $0.64 of every dollar of physical store sales is affected by digital and growing.

The best online remarketing strategies look at far more than the last product browsed. Online retailers are well versed at collecting deep and meaningful data from website visitors – unique and return visits, dwell time, pathing, number of products engaged with at what depth and frequency - whether or not they’ve already gone to one of their retail stores - and then remarketing to the shopper based on their browsing history and related behaviors. In order to open similar opportunities for digitally remarketing to store customers, corollary data capture in the store environment should be the goal.

Driving omnichannel success with in-store remarketing is based on this fact: If retailers are going to use data modeling and ecommerce to drive more sales inside their physical environments, their on-site digital experiences must take advantage of all the unique intent data the physical store has to offer. And there is plenty of it.

In order to remarket intelligently to store customers, like online, retailers should implement interactive technology in their stores to get real-time information about how, and why their customers behave the ways they do inside their stores. Armed with those insights, retailers can take actions to provide better experiences — that delight shoppers, leads to more sales, at and after the store experience. Not only are retailers creating a good store customer experience that can lead to a transaction then and there, they’re also building a relationship that encourages customer lifetime value, blending the online and offline dichotomy.

If in-store technologies can measure the frequency and effectiveness of interactions between sales associates and shoppers, that may tell retailers how to adjust training incentives and deployment of sales staff to increase their efficiency, helpfulness and productivity. Additionally, it’s possible to know that those customers are more likely to buy if remarketed to digitally. If retailers can track where shoppers go inside of a retail store, how often they go there, and how long they linger in certain spots, there is an opportunity to shift a floor plan to promote special items, expose visitors to more products, and target cross-channel selling. Retailers are then able to determine what to focus on with personalized messaging to engage appropriately with remarketing.

If retailers want to truly shape and own the in-store digital and mobile experience, stores should take a page from their online counterparts and develop these kinds of in-store data collection and analytics capabilities. Since this yields concrete, useful metrics tied to real-world, in-person shopping as well as intelligent digital media strategy, retailers can readily see the value of investing in these resources.

Being able to gather and interpret information about in-store shopper traffic and activity as it’s happening – when people are actually entering, browsing, and leaving the premises – will tell store managers and owners how to merchandise their goods and remarket their business to turn more in-store shoppers into buyers. Retailers who exploit these digital touch points to glean intelligence on store visitor habits, and apply customer-friendly lessons learned from that data, give consumers a powerful incentive to spend money in their stores.

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19 Aug 2015

What Is In-Store Remarketing?

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In-Store Remarketing: Remarketing done online to customers who have walk into a physical store and do not make a purchase.

In online marketing, the fastest way to increase sales is through remarketing to shoppers who have considered products, but didn’t buy. Yet, for most retailers, online represents only 10% of their sales and 90% of all retail sales still happen in the physical store.

One of the reasons we talked about customer identification in depth over the past month is because having in-store customer identifiers is the key to a successful in-store remarketing campaign. Having an email address as an offline customer identifier is extremely powerful to power In-Store Remarketing.

There have been massive innovations in digital and mobile technology that have given retail stores many issues and are having trouble finding viable solutions. In-Store Remarketing gives omnichannel marketers the opportunity to move ahead of the curve in a fast-paced digital age.

Pillars of In-Store Remarketing

Creating Continuous Customer Experiences

One of the biggest problems omnichannel marketers face today is the fragmentation of their experiences in the online and offline world. In a world where all shoppers are starting their research on their mobile devices, making sure that shoppers are getting the information they need when they need it is a critical first step.

When it comes to In-Store Remarketing, there are countless times when shoppers have been in a store, seen a product they are considering to buy, then walk out of store. Are omnichannel marketers  equipped when that shopper goes online later and purchases that item, but in a different color? Being able to providing a great in-store experience can lead to another online touchpoint that can drive to a potential sale.

Collecting Customer Data in the Store (While Maintaining Customer Trust)

Going back to the stat that 90% of all retail sales still take place in the store, there are incredible opportunities for retailers to take advantage of technology to drive omnichannel sales. Online, marketers have done an incredible job of innovating and optimizing their e-commerce strategies to collect the right data to make better decisions. However, we are very much the early days when it comes to collecting offline customer data and using it to inform business decisions. In-Store Remarketing effectively places a digital layer in the physical store and has powerful ripple effects in a retailers omnichannel strategy.

With all of this opportunity in retail, it is incredibly important to design and build  programs in place with consumer trust being top of mind. Customers understand online marketing and are aware of the information that they give out is relative to the value they receive from a retailer. When this data collection starts happening in the store, customers will become more aware and sensitive to the information they are providing in the store and will be less prone to do that if retailers are not providing enough value in the store.

Driving Insight Into Online/Offline Attribution

As mobile device usage and e-commerce are growing at a rapid pace, there has been more stress placed on store managers and associates getting people to make a purchase in the store. Traditionally, there haven’t been complementary metrics that measure store engagement relative to the online world. Closing the loop on multichannel attribution has been an issue for marketers, and now the data and technology is there to make that become a reality.

With In-Store Remarketing, the physical store is able to properly show its influence in a retailer’s omnichannel landscape. From store engagement metrics to store associate attribution, store employees can provide better experiences to customers without the fear of missing out on a sale or not getting credit for their efforts.

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