How Digital Personalization Boost Conversion Of Brick And Mortar Stores
by Al Gomez
These days, everyone seems to have a need to get personal. In the retail industry, specifically, more than half of the consumers surveyed (59%) says that personalization influences their purchasing decisions.
This is an indication that businesses should leverage on online personalization to fuel higher conversion rate. Specifically, business needs to get into online personalization to bring life to business in a post brick and mortar era.
Rather than repelling from the digital approach, retail marketers should embrace online personalization to drive conversion towards their brick and mortar stores.
Bridge The Gap With Personalize App
With apps getting more in demand for users, how will you make your app stand out and drive leads towards your brick and mortar stores? App personalization allows you to bridge the gap between your business and consumers.
Walmart, for example, streamlines the customer experience in a physical store by providing a one-stop app which allows consumers to create a shopping list through bar codes or voice input, check availability and pricing and check aisle locations of specific shopping items. It also allows customers to pay at the store fast and easy and it provides notifications for special savings, and rollbacks.
Nowadays, customers are always on the lookout for value. Through app personalization, you can provide them with experiences that are meaningful and valuable for them.
Create A Call To Action Through Email Personalization
Sending customized emails to consumers can drive more engagement towards your business. But, of course, you need every bit of information you can gather to effectively create a compelling content without crossing the line of invading consumer’s privacy.
Analyzing the data you have gathered is important so you can understand what your consumers want to receive and what are your limitations. Take into consideration their purchasing behavior. Construct emails based on their preferences and not yours.
Likewise, you don’t have to use all data you gathered to create a personalized message. Learn to differentiate relevant data from data that overlaps personal space. Send them messages that talks to them. There are email marketing tools that can help with your campaign. More than just sending a message, you should prioritize how your message is delivered. You should effectively convince them to act.
One good example of a personalized email which can help you direct your customers to your physical stores is through exclusive deal invitations during special occasions like birthdays.
Dairy Queen, for example, provides special deals to their fan club members during birthdays.
Creating valuable and meaningful email messages can go a long way. So make sure you have a well-thought personalized email content to ensure it won’t go to the trash.
Create A Personalize Web Experience
According to the survey, there are about 74% of marketers who say that personalize web experience actually increase their customer engagement. Think about it. If you cannot provide consumers with what they are looking for, they can easily find an alternative provider.
Through personalized web experience, you can have an opportunity to direct consumers towards your physical store. Give your consumers a personalized service and it’ll be easy for you to convert them as physical shoppers. Target your users by location and interest. For example, you can remarket to online shoppers. Suggests the nearest branch from their location where they can shop for other products within their interest. You can also provide them with a payment option where they can order products through online, then pay and pick it up in your store.
Through a personalized experience, you will be able to provide them with an ease accessing your products or service in any way they want.
Provide Real-Time Personalization
This kind of personalization might be a little tricky, but it can provide users with a personalized experience on the spot.
For example, you can provide your web users instant suggestions of what they can purchase in your store depending on the current weather conditions on their area. You can also provide them with real-time and personalize interface of your website which differs based on location or time.
Do this sparingly and you can provide amusement to consumers which can also be a great opportunity for you to encourage them to shop on your shop.
Your online consumers can also be your loyal brick and mortar shoppers and vice versa. You are in a competitive industry where everyone is looking for an opening to get ahead of the competition. If you want your brick and mortar shop to survive, you can never settle on the offline approach.
Find an effective way to make the personalized digital approach and offline approach work together and you can keep your physical shop stable. Ask help from your experts and they will be able to provide you with an effective personalized campaign for your retail shop.
January 15, 2018