From their phone app to the store aisle, today’s connected consumers expect seamless experiences that unify their buying journeys across every channel they choose. In this blog series, we’re exploring how an omni-channel customer engagement strategy can successfully drive revenue and satisfaction in practice—this week, by discovering how retailers can take in-store customers online.
In the first installment of this series, we focused on an omni-channel customer engagement strategy to bring online customers in-store, simultaneously driving sales and satisfaction. This week, we’re flipping our focus, exploring why and how retailers should also aim to drive their in-store customers online.
Encouraging in-store shoppers to explore online options presents retailers with critical opportunities to gain more actionable insight into their shopping habits, while also creating more chances to drive them back in-store in increasingly targeted ways. In fact, online shopper data can help retailers solve their top customer engagement issues — 67% of surveyed U.S. retailers say they lack customer analytics across channels, 45% report poor data quality, and 45% are also unable to identify customers from shopping trip to shopping trip. Let’s walk through an example of how retailers can drive customers online, and use their data to deliver superior customer engagement once they get there.
Collecting email addresses or phone numbers is common tactic retailers use to push in-store customers online, as is asking them to complete a digital survey for additional offers, or to set up an account for a shopping rewards program. If the retailer has an intelligent Customer Engagement Hub (CEH ) then it can be equipped with proper omni-channel customer engagement and personalization capabilities. In this case, the boutique’s CEH will register Jessica’s in-store activities as the start of a new potential buying journey.
Having gained a way to contact the customer digitally, the boutique engages with Jessica on a new channel—in this case, email—in an attempt to prolong her buying journey. Filled with products selected by the CEH’s ML model to relate to Jessica’s most recent in-store purchases, the aim of this personalized, targeted email is to inspire further online engagement.
Now that Jessica has landed on the site and is browsing through products, the boutique’s CEH is strategically trying to drive purchase by offering loyalty points; this is a strong tactic to drive customer engagement and sales in first-time visitors, especially those who—like Jessica—have just started their reward program. In the meantime, Jessica’s online browsing patterns are collected and stored as insight for future engagement.
The delivery of this message was made possible by two insights—the CEH’s knowledge of Jessica’s recent online activity, and input from the store’s Wi-Fi beaconing technology that registers the in-store connection from Jessica’s smartphone to determine her location. By reminding her of the newly-earned points she has yet to redeem, the CEH is further extending Jessica’s journey, which has migrated from the store, to the website, and now back into the store.
This level of sophisticated, intelligent, omni-channel customer engagement satisfies shoppers with seamless experiences that deliver exactly what they want, exactly when they want it—and they allow retailers to leverage additional online data to supplement and optimize in-store experiences.