Mobile devices with constant connectivity, contextual access to information and products have changed consumer behavior in the past few years. In several recent surveys, it was found that an average of 42% of in-store sales is generated through online shopping searches. Thanks to technology, the distinction between online shopping and in-store shopping are disappearing as retailers implement technology solutions that enrich and satisfy the needs of modern consumers.
1. Integration with Location Based Services
A recent study conducted by Chadwick Martin Bailey and iModerate Research Technologies showed that more than half of smartphone users make use of them in stores to compare prices, find other store locations, look for discounts etc. It also showed that up to 38% of them checked for the availability of a product through an app. This shows how much influence technology has on purchase decisions made by consumers. They basically search for a product and find a store which has it before actually setting out on purchasing it.
Hence, integration with such product searches is essential in order to drive customers to your store. One of the biggest athletics brands in the world ‘Reebok’, used location-based services to drive conversions in a pop-up store in Paris by participating in a two-day long immersive fitness event in collaboration with the fitness center, LesMills. At the end of two days, there was a conversion rate of 35% or an increase of 350 purchases in 2 days.
2. Tracking Consumer Engagement Using QR Codes
QR Codes allow advertisers to provide more information to their target audiences online. Information about the company or the product allows customers to engage directly with the retailers using their smartphones. QR codes now virtually being everywhere from product brochures to restaurant menus, provide an effective way for customers to interact with the brand better.
Moreover, QR codes help facilitate transactions seamlessly that will greatly enhance the shopping experience of customers. It can push your store to embrace an omnichannel retail strategy that will prove more effective in targeting customers and converting into successful sales. Besides, it leaves you sufficient data about customers, which will help track and implement better strategies and experience.
3. Focusing on Maintaining Customer Loyalty
Customer loyalty is an important retention strategy for retail stores. Maintaining a consistent experience is the first step to keep up loyal customers in visiting your store than going for another. In the face of stiff competition, loyalty programs through privilege cards, incentives, rewards, email newsletter offers, etc. are effective in driving footfalls to the store. Privilege cards allow retailers to develop personalized email campaigns that provide value to the customer based on their purchase history.
4. Measure Campaign ROI Using Digital Coupons
Coupons have always been something that customers look up to. Almost 80% of them use coupons. Digital coupons have a further advantage of being available on a mobile device. Retailers can create digital coupons, that can be used in a store and provide them to customers. Since the stores are well equipped with the technology to read or scan the coupons right from the mobile device, so the customers don’t even have to take a print out.
5. Online PR with Special Events
Special events like a sale or the launch of a new product can be organized and better publicized by using an app sending push notifications. Discounts or giveaways can be offered too. Such events always help in increasing sales while mobile apps help in giving them a much wider reach among the customers. For example, the two-day event held by Reebok and LesMills mentioned earlier made use of mobile technology to transmit messages to LesMills app users, informing them about offers and discounts according to where they are.
Mobile apps are clearly a great way to drive consumers to your store. It brings in more convenience and offers personalized services, which by the way stands at the helm as the driving force behind increased sales and customer loyalty. The modern consumer needs a redefined shopping experience and gets ahead of conventional practices like queueing up for checkout.
Mobile technology can do just that by enabling the customer to make and complete their purchases hassle-free. Just like Reebok, there are many other brands which have made use of mobile technology to boost their in-store sales. In this age where technology is inevitable in almost every industry, it is now evident that even the retail industry is no exception.
Do you have any insights on improving the customer experience at retail stores? Tell us your insights below.
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