As mobile traffic continues to surge, it brings along great opportunities for retailers and brands to engage with their shoppers by bringing together the physical and digital worlds. Consumers today use their mobile devices to research products, find coupons and compare prices as they shop. You can utilize these metrics to gain insight about the behavior of today’s mobile shoppers and provide a better shopping experience.
In a competitive market, bombarding your shoppers with irrelevant, one-size-fits-all messaging and offers can be fatal for retailers. Research states that consumers not only choose brands on the basis of experience, but also spend more on brands that offer better experiences. Tapping into the power of omnichannel data and personalization will not only help you boost engagement and sales, but will also enhance customer loyalty.
In fact according to a recent study by Cisco, 52% of shoppers consumers said they are willing to handover personal information in return for a personalized shopping experience that provides relevant recommendations and targeted offers. Of these 57% of shoppers are receptive of retailers tracking their purchase history while 44% are willing to share information on their likes and dislikes from Facebook. This is a crucial touch point as most brands today are investing in social media to boost sales through their loyal fanbase.
However, to attain success at this, you need to combine your marketing strategies with the following unique advantages offered by mobile devices:
Context: To enhance contextual relevance you need to consider both the location and personal preferences of your consumers. In fact situational data attributes such as time of day, mood and social situation, product availability and remaining inventory help you gain better insights that often hold more relevance for consumers than their persona or online history.
Though personalized shopping experiences have been in talks for quite sometime, most retailers still struggle with it. Here are a few tips on how to apply contextual relevance to enhance digital customer experiences.
1. Connect the in-store and online customer experiences
Though most big data attributes are captured online, you can also utilize it to engage your consumers while bridging the gap between online and offline channels. For example, Walmart recently added an “Free-Store Pickup” option on their mobile website. The feature allowed customers to place an order online and then pick it up in store later that day. Mobile coupons, QR codes, and in-store navigation are few of the other features which deliver highly targeted and contextually relevant in-store shopping experiences.
2. Leverage Loyalty reward programs
You can also attempt to personalize offerings through loyalty reward programs. Safeway, a leading supermarket chain recently offered digital coupons and customized deals based as a reward for brand loyalty. As a part of the campaign the store replaced the price tags with individualized pricing, offered through a website and rung up at the checkout stand when the loyalty club card is swiped.
3. Deliver re-targeted pre-roll video ads
Furthermore you can even re-target site abandoners with pre-roll video ads that are truly relevant, not repetitive. For example, if a shopper had added a product to his cart before leaving the website then a video ad highlighting a holiday promotion discount may entice him to come back and perform a transaction. Changing the content of the pre-roll video ad to better reflect the buying stage of the customer will help you boost conversions.
An important point to note is that as the methods employed for data collection in the physical world are different from what we are used to in the digital world, it raises genuine concerns among consumers. Therefore you must address the privacy and security concerns of your consumers while applying these practices to optimize your in-store experience. Are there any other measures that retailers could employ to personalize shopping experiences? Share your thoughts in the comments below.