Scenario : an average of over 9 out of 10 people buy offline, despite the fact that e-commerce trends are constantly increasing . E-commerce is growing at a dizzying pace but is still not displacing traditional retail; traditional retail, on the other hand, is struggling a bit. As always I like to start with a comforting number : About 40% of European users do research online, then purchase offline Riccardo Perini takes up a Forrester study that in my opinion supports the thesis according to which it is becoming increasingly difficult to distinguish online and offline as two separate channels .
Obviously this data is only an input to start from
There are many other whys but there are also some distinctions to make. Strong help from the online world comes from the effervescent technologies of Proximity Marketing . For those who do not know, it is a Marketing technique that acts in a rather limited environment and in a “live” way, allowing you to interact with people present in a certain area (physical, for example the store itself) via mobile technologies .
Among these the already known eye tracking
RFID, NFC, motion capture, proximity audio . A constant evolution of these technologies, accompanied by the natural evolution of tomorrow’s consumers (digital natives), will most likely lead to a revolution in the relationship between brands india email list and consumers within the brand’s environments. Think of stores, for example: the Brand, thanks to the adoption of these technologies, will be able to completely lead “the game” in the provision of an in-store experience. What to communicate?
David Edelman of McKinsey argues that the experiments
Work in progress , but optimism remains. But why can Proximity Marketing be useful for retailers? Quickly: 1Cross-Selling, Up-Selling , various types of communications without particular “rental” costs of the communication channel. 2 Datamining : customer behaviors are recorded towards the proposed communications; the real time promotional phase can also be integrated with Social Media Marketing and E-Mail Marketing. Hyper-connected Customer and Brand, loyalty objective. 3 Real Time Marketing : you can verify in real time which offers/communications are immediately accepted (or immediately rejected) by users.
4 Greater advertising effectiveness :
6 Create a direct and real connection between in-store experience and online how to choose the best plugins for your wordpress site? comparison between brand and consumer. All important “pros”, but this last reason is a significant signal in favor of the online overflow in the classic purchasing experience .
What would then prevent the retailer from giving the customer good reasons to return to purchase, perhaps subsequently incentivizing the purchase via e-commerce?
The limit is your imagination
Back in 2011, Marketing Sherpa highlighted how few American companies distinguish between online and offline: online is now a channel within a single marketing strategy. Online and offline integration Forum 2014: Big Data to improve cmo email list results and integration A very interesting intervention by Doxa Digital at the Sas Forum 2014 a few days ago confirms the importance of integrating – on a single action plan – online and offline in a single strategy that aims straight at transversal objectives.
Those that Doxa Digital calls Ideal Brand Advocates – or “ideal Brand supporters” – emerge from the meeting and fusion between: Customer behavior (in general, especially in store) social, online behaviors socio-demographic characteristics of consumers.
