Most retailers know that they must create tailored and memorable experiences across all channels in order to drive sales. However, understanding increasingly complex shopper journeys and effectively personalizing multiple interactions across a range of touch points still remains a challenge.
In partnership with Retail TouchPoints, this special report, Converting Omnichannel Traffic at a Local Level, highlights how retailers are taking new approaches to delivering seamless Omnichannel experiences and converting traffic from online to brick-and-mortar and vice versa.
Key excerpts from the report include:
Every good retail strategy begins with understanding who your customers are; and converting traffic in an Omnichannel environment relies heavily on having access to that customer intelligence and data. While digital channels allow retailers to obtain customer information easily (i.e. location, order history, browsing history), new developments have made it possible for retailers to capture customer intelligence at the physical store level as well. Some retailers are entrusting this store-level data to those that can make fruitful use of it — local store management.
Mobile apps have proven to be a positive driver of in-store traffic, with brands such as Starbucks and Walgreens leveraging geolocation to send push notifications that trigger users to come into stores when they are in the area.
In order to boost traffic and conversions in an omnichannel setting, retailers must make the experience as convenient as possible for the shopper. This includes streamlining the buy online, pick up in-store (BOPIS) experience, which both Zara and Walmart have implemented in unique ways.
So, you triggered an online shopper to come into your store; now what? How do you know anything about them? In some cases, there are additional barriers to conversion that may not be apparent without applying analytics. Technologies such as beacons and RFID tags play an important role in tracking conversions.
In an exclusive Q&A section, Christopher Sarne, Sr. Director of Product Management Strategy for Oracle Retail, discusses the role of data in an Omnichannel setting, and new technologies that will help convert traffic in the future. Chris shares some strategies that are shaping today's modern retailers, including: