Post by nurnobisorker70 on Oct 31, 2024 5:26:13 GMT
Personalizing retail with marketing automation is a competitive choice, especially today, in the era of the Covid-19 pandemic. Thanks to virtual reality, chatbots, click & collect services , the world of retail is reborn from its destiny by focusing everything on digital transformation and interacting with the online world.
Today we are faced with the result of the acceleration of an evolutionary process that increasingly sees a synergistic and hybrid integration of physical and digital touchpoints .
You search for products online and then complete the purchase offline ( ROPO effect – Online Search and Offline Purchase ), you buy online and then pick up in the store closest to you, you share experiences and develop conversations on social networks, you use coupons for online purchases directly in the store: it is now clear that brands and companies are evolving in a changing context, offering a Customer journeys that are less and less linear and predictable .
And while adopting an omnichannel strategy may become the only way forward, one fact has become clear in recent years: omnichannel customers —those who enjoy multiple touchpoints with the brand before completing a purchase—are 25% more profitable than customers who make purchases in a traditional way. (Source: High Performance Delivered 2018, Accenture).
Retail 4.0: between experience and digitalization
Aligning with the needs of a consumer who increasingly lives between online and offline realities, offering a consistent and integrated shopping experience across the different touchpoints: the new era of retail personalization with marketing automation, what has been defined as 4.0, makes Omnichannel and digitalization: its two fundamental aspects .
Philip Kotler and Giuseppe Stigliano in the book “ Retail 4.0 ” have identified ten fundamental rules that will characterize the world of retail in the years to come.
Being invisible : being able to implement technological solutions that aim to make the customer's shopping experience more and more fluid .
Be transparent : Integrate offline and virtual phone number service online channels , eliminating the distinction between point-of-sale and e-commerce customers.
Being a destination : designing the point of sale no longer as a sanitized environment, but as a place where one can enjoy increasingly engaging shopping experiences .
Be loyal : establish a relationship of mutual trust that encourages word of mouth and enables customer loyalty.
Be personal : personalize the customer's shopping experience to anticipate their wants and needs.
Be a curator : make your offer truly unique .
Being human : preserving the human factor and recovering the centrality of the person .
Being limitless : going beyond traditional boundaries for an offer and service that can be used in different ways (click & collect, temporary store, etc.).
Be exponential : expand your offering through collaboration with other brands .
Be brave: Be courageous and embrace change .
It is clear that in such a context, data analysis, the use of Customer Data Platforms and the implementation of omnichannel marketing automation strategies play a key role .
But what activity can be implemented?
Retail 4.0 and customer journey mapping
Big Data Analysis: Knowing and Recognizing Customers
Implementing an omnichannel strategy allows you to recognize and intercept the consumer across all the touchpoints available to the brand, from the eCommerce site to the point of sale, without forgetting social, mobile and ADS channels.
The use of Customer Data Platforms , such as Blendee, and the integration of these as well as different data sources (eCommerce site, CRM , POS, etc.) allows you to know in detail the customer journey of each customer , thanks to the possibility of collecting and standardizing data and information at the Single Customer View level .
And if online all this translates into the possibility of personalizing the browsing and purchasing experience through the proposal of “tailor-made” messages, recommended products, personalized emails, all this also has obvious repercussions on the offline experience: the data collected online and offline together complete the customer profile .
A customer who visits a store can thus be reengaged with activities aimed at digital channels, while a customer who visits the store after adding a product to the cart on eCommerce can receive a tailor-made offer and proposal from the seller.
Knowing user behavior but not only: the integration and centralized management of data allows to have dashboards for the analysis of the omnichannel performance of the brand and to take advantage of all the channels available to engage consumers linked to a specific point of sale . As a result, it is also possible to measure the contribution of e-commerce to the growth of offline sales.
Marketing automation and retail: how to implement a winning strategy
With a view to implementing personalized and omnichannel customer experience strategies, marketing automation offers a wide range of functionalities and activities that can be implemented.
Here are some ideas:
Drive-to-store campaigns : encourage users who access your site from specific geographic areas to go to the nearest store, taking advantage of promotions and discount codes;
Geolocalized campaigns : segment your users based on their geographic area, send them emails, personalized messages or engage them with ADS campaigns for specific initiatives in your stores;
re-engage users who have made a purchase in your store with personalized emails, tailored offers and propositions;
uses the information collected at points of sale through loyalty cards to personalize the browsing and purchasing experience, including online;
provide users with the ability to make appointments online at the point of sale and collect useful data and information for sellers;
Create personalized engagement workflows for users visiting the store or requesting quotes and offers.
Aware, informed, demanding: the modern consumer is increasingly looking for personalized shopping experiences.
Creating relevant and valuable customer experiences at every physical and digital touchpoint is essential to preserving and growing your business .
Today we are faced with the result of the acceleration of an evolutionary process that increasingly sees a synergistic and hybrid integration of physical and digital touchpoints .
You search for products online and then complete the purchase offline ( ROPO effect – Online Search and Offline Purchase ), you buy online and then pick up in the store closest to you, you share experiences and develop conversations on social networks, you use coupons for online purchases directly in the store: it is now clear that brands and companies are evolving in a changing context, offering a Customer journeys that are less and less linear and predictable .
And while adopting an omnichannel strategy may become the only way forward, one fact has become clear in recent years: omnichannel customers —those who enjoy multiple touchpoints with the brand before completing a purchase—are 25% more profitable than customers who make purchases in a traditional way. (Source: High Performance Delivered 2018, Accenture).
Retail 4.0: between experience and digitalization
Aligning with the needs of a consumer who increasingly lives between online and offline realities, offering a consistent and integrated shopping experience across the different touchpoints: the new era of retail personalization with marketing automation, what has been defined as 4.0, makes Omnichannel and digitalization: its two fundamental aspects .
Philip Kotler and Giuseppe Stigliano in the book “ Retail 4.0 ” have identified ten fundamental rules that will characterize the world of retail in the years to come.
Being invisible : being able to implement technological solutions that aim to make the customer's shopping experience more and more fluid .
Be transparent : Integrate offline and virtual phone number service online channels , eliminating the distinction between point-of-sale and e-commerce customers.
Being a destination : designing the point of sale no longer as a sanitized environment, but as a place where one can enjoy increasingly engaging shopping experiences .
Be loyal : establish a relationship of mutual trust that encourages word of mouth and enables customer loyalty.
Be personal : personalize the customer's shopping experience to anticipate their wants and needs.
Be a curator : make your offer truly unique .
Being human : preserving the human factor and recovering the centrality of the person .
Being limitless : going beyond traditional boundaries for an offer and service that can be used in different ways (click & collect, temporary store, etc.).
Be exponential : expand your offering through collaboration with other brands .
Be brave: Be courageous and embrace change .
It is clear that in such a context, data analysis, the use of Customer Data Platforms and the implementation of omnichannel marketing automation strategies play a key role .
But what activity can be implemented?
Retail 4.0 and customer journey mapping
Big Data Analysis: Knowing and Recognizing Customers
Implementing an omnichannel strategy allows you to recognize and intercept the consumer across all the touchpoints available to the brand, from the eCommerce site to the point of sale, without forgetting social, mobile and ADS channels.
The use of Customer Data Platforms , such as Blendee, and the integration of these as well as different data sources (eCommerce site, CRM , POS, etc.) allows you to know in detail the customer journey of each customer , thanks to the possibility of collecting and standardizing data and information at the Single Customer View level .
And if online all this translates into the possibility of personalizing the browsing and purchasing experience through the proposal of “tailor-made” messages, recommended products, personalized emails, all this also has obvious repercussions on the offline experience: the data collected online and offline together complete the customer profile .
A customer who visits a store can thus be reengaged with activities aimed at digital channels, while a customer who visits the store after adding a product to the cart on eCommerce can receive a tailor-made offer and proposal from the seller.
Knowing user behavior but not only: the integration and centralized management of data allows to have dashboards for the analysis of the omnichannel performance of the brand and to take advantage of all the channels available to engage consumers linked to a specific point of sale . As a result, it is also possible to measure the contribution of e-commerce to the growth of offline sales.
Marketing automation and retail: how to implement a winning strategy
With a view to implementing personalized and omnichannel customer experience strategies, marketing automation offers a wide range of functionalities and activities that can be implemented.
Here are some ideas:
Drive-to-store campaigns : encourage users who access your site from specific geographic areas to go to the nearest store, taking advantage of promotions and discount codes;
Geolocalized campaigns : segment your users based on their geographic area, send them emails, personalized messages or engage them with ADS campaigns for specific initiatives in your stores;
re-engage users who have made a purchase in your store with personalized emails, tailored offers and propositions;
uses the information collected at points of sale through loyalty cards to personalize the browsing and purchasing experience, including online;
provide users with the ability to make appointments online at the point of sale and collect useful data and information for sellers;
Create personalized engagement workflows for users visiting the store or requesting quotes and offers.
Aware, informed, demanding: the modern consumer is increasingly looking for personalized shopping experiences.
Creating relevant and valuable customer experiences at every physical and digital touchpoint is essential to preserving and growing your business .