Now that retailers can access invaluable in-store analytics to accompany their digital data, how can they narrow the gap between in-store and digital touchpoints? What is the best way to re-engage customers who have walked into the physical store and not made a purchase? In-Store Remarketing is the answer, and it starts with customer and staff interaction followed by a simple email.
Here’s the scenario: The well-trained store associate and the shopper have spent time in the store building a collection, the retailer has gathered rich product-level intent data throughout the visit, and the shopper has opted in to identifying themselves with their email address. The next step for the retailer is sending an email with the products from the shopper’s cart or wishlist and a few recommended items.
We created a template to help you get started.
There are three key elements in developing a great In-Store Remarketing campaign:
1. Personalized Messaging + Physical Experience
Personalized experiences are expected by shoppers both online and in-store, and it is crucial for retailers to deliver. The personalization of the email at the product-level gives the retailer a chance to stand out from a crowd of generic promotional material with a memorable, engaging follow-up to a rich physical experience.
In the email template we created, personalization is done in a few different ways:
- Address the shopper by the name provided when they opted in. We then present her with the collection she built in-store so she doesn’t need to spend more time searching for those products online (and so we can continue to monitor her behavior).
- Offer recommendations and related products based on her visit to encourage casual, organic discovery of the retailer’s inventory. Based on in-store location tracking, we know items they definitely missed in the store and what products are similar to their selection.
- Sign off with a signature from the store associate she worked with to leverage the connection they formed. The customer should always be able to connect back with the exact associate that helped them.
2. Support with a complementary online experience
In-Store Remarketing makes the migration between in-store and online more fluid. Once the shopper has left the store and continues browsing on her device(s), the retailer needs to be there waiting with information relevant to the shopper’s unique in-store visit. The initial email is the first step in that, and it should direct the shopper to a tailored shopping experience online that reflects her experience in the store. It should maintain the same branding in design and tone as every other channel, but make personalized references to the physical experience.
3. Measure success with omnichannel attribution
In-Store Remarketing gives the retailer more control over the route the shopper takes after her store visit by taking a preemptive approach and giving the shopper what she needs when she needs it. By monitoring the shopper’s interactions with the initial email and merging that intelligence with intent data collected during the visit and the shopper’s subsequent digital data, retailers have deeper insight into channel performance so they can understand which sequence of touchpoints actually drive sales. Retailers must be able to understand the amplification of combining physical and digital to know where to focus their efforts.
Want to know how Heal’s, a 212 year old British Furniture retailer, drove 3x average order value and 16x increase in clickthrough rates using In-Store Remarketing with CloudTags? Download the case study here.