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Oracle Retail Blog helps retailers stay current on customer successes, hot retail trends and industry best practices.

Converting Omnichannel Traffic on a Local Level

Heather Narva
Senior Marketing Manager, Oracle Retail

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:

  • OMNICHANNEL DATA EMPOWERS LOCAL STORE ASSOCIATES TO DRIVE WEB SITE, STORE TRAFFIC

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 CHANGE CUSTOMER BEHAVIOR AND DRIVE IN-STORE PURCHASES

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.

  • LEVERAGE ADVANCED TECHNOLOGY TO SPEED OMNICHANNEL CONVERSIONS

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.

  • IN-STORE TECHNOLOGIES PINPOINT CONVERSION ISSUES

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:

  • Personalization and relevance drive awareness, interest and action. Having visibility to the fulfillment side of the offers — knowing what happens after a promotion, email or ad is received — is key to measuring campaign results and creating the next offer. A 360-degree view of previous interactions, regardless of touch point, gives retailers the ability to see when the individual socializes with your brand.
  • Empowering associates by giving them on-the-spot access to everything they need to successfully close a transaction is becoming table stakes. This includes customer history and preferences, accurate inventory data, and the entire range of shipping and fulfillment options, all via mobile device or through wearable technology.

Download this must read report to see how retailers are converting traffic.

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