Over the next decade, we will see a whole new subset of digital marketing emerge from the physical store as more technology is adopted in stores. High-quality digital interactions will increase the amount of data retailers obtain and that data will be used to ignite new visions and strategies for the store. It will also allow them to take advantage of In-Store Remarketing opportunities to drive traffic, similarly to the way digital marketers use retargeting online to drive e-commerce sales.
Digital interactions are already happening in the store; the problem is that most of those interactions are fragmented and not coordinated across internal departments. If a shopper in your store pulls out their phone to search (i.e. Amazon) for a product, guess who gets the of data attached to that interaction, who gets the opportunity to serve retargeted advertising to that shopper? Not the retailer, which should fight for the opportunity to win that sale.
We see two main factors that will drive retailers to build out In-Store Remarketing programs:
E-commerce Methodologies Will Drive A New Framework For Store Performance
E-commerce is a science and extremely data-driven. The amount of intent data created online has allowed retailers to see incredible amounts of data and drill down into specific cohorts based on any set of criteria.
In the store, however, very little data is collected through the shopper’s time in the store. Perhaps a shopper shares their email at checkout, but that is only after they’ve made a purchase. What happens to the intent data of shoppers leading up to that purchase, or even worse, if they don’t make that purchase? Retailers have to get smart about how they are collecting data throughout the store experience and how to effectively implement to support that strategy.
We know there are at least a few in-store engagement metrics that correlate with digital measurements already in place, and that’s only bound to expand as digital continues to infiltrate our shopping habits. Retail stores must become as data-driven and scientific as their e-commerce brethren; they must live up to new standards of measurement. Very few retailers have mastered the digital to physical gap, and
There Will Be A Push For Higher Quality Digital Content
Great digital content goes beyond product information, reviews, and recommendations. Each one has their benefits, but since shoppers have all of the standard information at their fingertips, what will retailers need to do to win the attention and wallet of their shoppers? Creating more in-depth digital content is a major key in the retail evolution, as shoppers want to feel connected to the brand and make them feel welcome. This can include curated shopping lists or collections, social media integrations, style suggestions to complete an outfit, or loyalty offers to keep customers coming back to the store.
Providing content also provides opportunities for personalization/1:1 Marketing. When retailers are able to understand more about their shoppers—which they will when they implement deeper data collection methods—they will be able to share content that is relevant to shoppers’ wants, needs, interests, preference, habits, location, mood.
In their 2015 report on Digital Transformation In The Age Of The Customer, Accenture noted that today’s shoppers are inundated by endless sources of information. “Customers expect ready access to content that is personally relevant in the context of what they are doing and accessible anytime, anywhere, and in the format and on the device of their choosing. Attracting, winning, and retaining customers in this environment requires a concerted effort from across the business.”
It’s all about finding the right data to make the best decisions. With more data-collection opportunities and more content to feed their analytics, retailers will be able to remarket to shoppers at any point along their journey. New visions will put them at the top of their game and they’ll be able to fundamentally reinvent what it means to shop in a store.