In-Store Remarketing: Remarketing done online to customers who have walked into a physical store and not made 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 many 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.