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6 solutions to engage your offline customers with your online content

Mail order sales are a distant memory… however, before Web 2.0, few of us remember its power. VPC. They are the ones who created the first Customer Relationship Management (CRM) to automate the sending of letters. Yes, the first CRM concepts were French. but have a nice day, disillusionment was total and in all these vpns missed the digital march, They are all very weak. This is one example among others that shows that today, Offline has little future without online, but more surprisingly, the reverse is valid too.,

Solomo (Social, Local and Mobile) Should be included in your communication strategy. We should never forget these three principles that The website alone cannot achieve that. The same is the case with physical stores. So having a multi-channel approach is no longer an option, it is important!

Definition of online and offline customers

Online Customers: Connected via a computer, he has access to the Internet and his email. The downside is that we can’t necessarily trace his movements, as his computer is used in a sedentary manner.

offline client (two categories) ,

  1. Customers who do not have a smartphone. so we need In-store equipment to add it to the shop;
  2. Customer connected via your smartphone In which it is likely to interact through its 4G/3G subscription, its GPS and its Bluetooth. This is a large audience, as 46% of web visitors to the store consult their smartphones on the site.

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Interest in correlating online content with offline experience

Encouraging your offline customers to read your online content offers many advantages, have success in doing bridge between the two, Always improve the in-store experience with relevant online content by keeping one simple rule in mind:

,It is not the customer that is king, but the content! ,

  • Physical storage is far from obsolete, on the contrary. The conversion rate of an e-commerce site is approx. 3% without a physical store, but increases to 10% if it has at least one, Zapping Culture Is Less Present In Store Once And Improves Mac Kinsey’s Travel Decisions Online / Offline Correlation ,
  • 71% of consumers believe the web experience should be better seller oriented in the offers they give to their customers;
  • 57% of French people think they are bothered by vendors “What can I do for you?” With questions like this slows down the sale process as soon as the customer comes into the store. with a view Digital at the point of sale, we can envision more flexible solutions for the customer, thus allowing him to feel at home, in the shop;
  • A customer who has visited the store and subscribes to the newsletter with benefits Huge to become a target customer which did not require an AdWords budget;
  • The advent of Big Data reinforces the interest of offline/online correlation. In fact, processing, analyzing and reading data makes it possible to segment your customers very accurately, even from an offline source. For example, if a customer scans each of his items a QR code, you will be able to offer him an additional item that fits perfectly with the way he consumes it. It also goes beyond HDMI cables for the customer buying the TV. By analyzing each product of the consumer, we can break it down into a very specific category and provide him with a product that suits him, when he neither needs nor exists.

6 solutions to engage your offline customers on the web

1- Mobile Couponing: It integrates geolocation via smartphone and offers consumers new possibilities such as Discount offer, promotion notification, loyalty card etc. This solution requires the download of an application and the consent of the consumer.

2- Gamification , For example, because it’s a good way for your subscriber to subscribe to the newsletter program Participating in a sport such as a race on the Wii or breaking a block of ice in one minute is stronger than coordinating brakes.

3- Geofencing: It is a new marketing tool that makes it possible to accurately locate the consumer in a store. via the use of bluetooth and beacons (They cost about $5 each). These allow, once the consumer’s approval is obtained, to offer him/her a reduction or product demo the moment he/she passes across a specific article.

4- Use of QR Code Relevant in different situations. They can be found on posters of traditional 4×3 pubs, on bistro tables, on bus shelters. This code will then invite the consumer to come to the store, provide you with the shortest route to the nearest store, offer a special promotion but only be valid for 24 hours, etc.

5- Establishment of connected terminals available to consumers So that they can view frequently asked questions, play a mini game and specifically give their contact details. It’s the same principle as hostesses with their iPads in lounges of all kinds.

6- Connected object. They will increase cross-channel possibilities, Above all, eyeball An in-store presentation that brings accessible augmented reality makes it possible to personalize the product. For example, a customer who wants to buy a completely red car, thanks to Oculus, will be able to see it in this color, while the only presentation car is white.

Other things, other possibilities, connected bracelet Which allows you to make payments without taking out your credit card. Thanks to a reference to some data by the consumer, for example, the checkout host can call the consumer by his or her first name.

we saw that a Multi-channel experience was necessary to optimize conversion rates Offline / Online Leads. so don’t hesitate Download Our White Paper To find the best practices and use-case of best multichannel strategies.

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