Offline-to-Online: How To Digitally Transform Your Retail Business and Drive In-Store Sales

So far, 2019 has been an incredibly exciting yet challenging year for the brick and mortar retail industry. Especially in the MENA region. 

Exciting due to the boom of digital transformation with more and more offline retailers adopting digital-first technologies to grow their businesses.  

Challenging because now the competition is not only offline, but online as well. In fact, in the MENA region alone, eCommerce sales have been growing year over year with 2017 closing at $8.3bn, 2019 already hitting $17bn and 2022 estimated to grow till $28.5bn

eCommerce Revenue from 2017 to 2019 in MENA.Data Source. 

Here’s the thing: it’s become super important for brick and mortar retailers to stay up to date with digital technologies. Technologies that make it 10X easier to compete with their online counterparts and boost in-store footfall and sales. 

In this article, we’ll walk through 5 such digitally transformative ways to not only measure and increase store revenue from new customers but also keep existing customers coming back. 

Hey, before you dive right in–  There is a simple form to request a demo or request more info at the end of the article. Please feel free to contact us if you have any questions.

1. Track and collect accurate in-store data to plan accordingly

Needless to say, if you’re tracking in-store metrics, not only will you know exactly where your store stands in terms of footfall and sales but also be able to plan campaigns and set realistic goals.

At the bare minimum, you need to track your daily footfall, sales, retention and churn rates, and the average time spent by visitors. 

For physical retailers, historically there has been a lack of easy-to-use tools that track these offline metrics. 

Here at Converted.in, we’ve taken a holistic approach to help you easily collect and track this valuable data on an hourly, weekly and monthly basis- your visits, transactions, retention rates, churn rates, slow and peak times and much more.

dashboard analytics home
dashboard analytics home

Converted.in’s dashboard; makes it easy to view all useful store metrics at a glance

Whether you’re looking to double down efforts during seasonal peak times or want to attract footfall on slow months- you can do it on Converted.In. 

2. Gain demographic and behavioral insights on the people who visit and purchase from you

Combining your store data with customer demographics and purchasing data is becoming more and more common among big and small brands in the retail space.

Why? Well, this data comes in very handy in creating highly targeted ads or promotional campaigns. 

Here, useful customer data would include things like:

– where your customers live- their location

– the age group they belong to

– their interests

– what brands they like

– the frequency and days at which customers regularly visit a store

– where they are most likely to visit

and much more.

Converted.in’s advanced demographic and behavioral analytics, for instance, collects this data and uses it to automatically segment your customers into unique groups. Thus, identifying exactly who your most profitable target audience is and where they are.

geographic retail analytics
geographic retail analytics

Customer segmentation based on specific interests

With this valuable information, you could then maximize your ROI on ad budgets by targeting specific campaigns to specific groups of people. How? Store analytics and customer intelligence data can both be leveraged to: 

– create personalized purchasing experiences

– customize promotions and offers based on customer segments and preferences

– get valuable feedback that can be used to improve your products and store services

3. Run data powered online ad campaigns to attract new customers to your store

ROI focussed ads on platforms like google, facebook, twitter or Instagram has gained a lot of momentum this year. 

Why? These platforms make it super easy for you to reach and attract larger audiences who are almost certain to buy from you. 

To run a cost effective facebook ad campaign for example, you could be targeting particular age groups. Then you could add zip codes to target a specific area around your store or where your maximum shoppers come from. 

But, here’s the challenge: The number of tools and platforms that need to be mastered to run effective ad campaigns can be overwhelming, to say the least. 

After all, no one wants to waste ad budgets. 

This is where Converted.in comes in to make running an online targeting campaign easy and revenue-generating. You can run Google, Facebook or Twitter ads from under one roof- without burning a hole in your ad spends. Not to mention SMS and push campaigns, as well.

create campaigns
create campaigns

Converted.in’s ad engine, to run targeted customer campaigns 

Plus, retailers can accurately measure the impact of their campaigns, i.e. exactly how many and who end up purchasing from their store after seeing an ad.

4. Leverage retargeting campaigns to drive repeat customers

When it comes to engaging and retargeting existing customers, most retailers make the mistake of sending too many SMSes, notifications, emails, and ads. 

Truth is: it’s not that hard to go from annoying customers to generating repeat sales, over and over again.

i) Think about how long your products last.

For example, do you sell shower gels? What is the lifespan of your product? If it’s one month, consider re-engaging customers in 20 days to remind them to buy before they run out.

ii) Upselling is gold.

Based on your customer’s past purchase behavior, you could be targeting them with products that directly complement what they’ve already bought. So, those who bought the shower gel could be targeted with a moisturizing lotion or a powder. 

iii) Exclusive early notifications for sales.

You know who is most interested in your end of season sales? The people who are already buying from you. Your existing customers. 

With Converted.in, you are already tracking your store purchases and customers. So, it becomes that much easier to use that data for retargeting your customers. Be it through push, ad or SMS campaigns, all from one place. 

5. Keep store customers hooked with a value-adding loyalty program

If there’s one thing that works in the retail space, it’s loyalty programs. Offering a loyalty program is a great way to make customers come back without giving away discounts. 

Loyalty programs can come in any style, but the foundation idea stays the same. 

You offer points to your customers, every time they make a purchase. 

The more they spend, the more points they get. 

These points are then redeemable against a future purchase.

^Creating and tracking the effectiveness of your cashback program on Converted.In

With converted.in’s loyalty features, you can run a smooth loyalty program from the same dashboard that calculates the return on every penny spent. 

At the end of the day, a successful loyalty program is one that generates higher revenues. Not one that becomes a cash sink. 

Bottom Line

Ultimately, there are a lot of moving parts that can be leveraged to boost store visits and purchases. As a physical retailer, you have the liberty to drive as little or as much footfall as your inventory can fulfill. 

Are you ready to make digital transformation work for you? Fill out the form below for a quick demo of Converted.in and learn how we can help you boost and measure your store traffic and sales. 

5 Geomarketing Hacks To Boost In-Store Sales

Geomarketing for Physical Retailers: 5 Location-based Targeting Hacks to (Actually) Increase Your Footfall and In-Store Sales

Let’s face it, if you believe mobile-first geomarketing techniques can only increase online sales, while traditional billboards and flyers are meant to drive people into stores, then you’re missing out on a major revenue booster!

Are you wondering how you can boost your physical store traffic and sales? There’s a  form to request a demo or more information at the end of the article, so please feel free to contact us if you have any questions or want exclusive access to our store analytics and re-targeting ads platform.

Geomarketing (often referred to as geotargeting or location based targeting) has come to be the weapon of choice for countless brick-and-mortars in the past few years. Especially retail stores, supermarkets, restaurants and local events.

Why? Because, geomarketing techniques add a level of smartness to any marketing or outreach strategy.

Geomarketing makes your online ads or any other promotional content 10x more personalised and contextually relevant. Not to mention, instantly setting them up for more conversations.

Caption: Powerful statistics that support Geomarketing
Caption: Powerful statistics that support Geomarketing

But wait, what exactly is Geomarketing?

Geomarketing is simply put, using your target customer’s location or geographical data to reach them with better, more contextually-relevant offers and ads.

It includes:

  1. Geotargeting: Geotargeting essentially hinges on targeting people in a broader general area by detecting their mobile device location. Other targeting factors like age, gender, interests etc can be combined with this geolocation to filter-in or even filter-out who you want to target.
  2. Geofencing: Geofencing on the other hand, involves setting up a virtual radius or ‘fence’ around a location to target people who enter that particular area.
  3. Beacon Technology: Beacons are basically small BLE devices (bluetooth enabled) that are triggered when someone is in close proximity of them. They themselves don’t send ads, but instead trigger a signal which then sends an sms, push or in-app message. The downside? Beacons only work when the bluetooth of your target user’s mobile is turned on.

In simple terms, geomarketing technologies basically boost your chances of identifying and reaching the right customers, in the right area.

Yet, very few brick-and-mortars are implementing geomarketing the right way.

At the end of the day, how you implement your geomarketing strategy can cause all the difference between wasting ad dollars(or annoying potential customers) and actually attracting and converting customers.

So without further ado, following are hacks that will turn your geo-local marketing strategy into a fine-tuned revenue generating machine.

5 Location-based Targeting Hacks that will Totally Transform Your GeoMarketing Strategy

Hack #1: There’s gold in your customer intelligence data, use it

(OR: Don’t just identify devices, identify real customers)

Irrespective of the geomarketing technology or campaign (Fb ads, SMS, push, etc) you use to attract people to your physical store, don’t just focus on reaching devices. Focus on your customer’s profile.

Use the information you have about your target audience. Actual data around who your real customers are, not just who you think they could be.Be it their age, gender, how often they shop for the products you sell or even where they hang out- can filter out your ideal customer from the crowd in your target area.

What you know about your current customers can actually help you attract tons of potential customers.

Customer data combined with location can help target the right person, at the right place
Customer data combined with location can help target the right person, at the right place

 

Here a good place to get this valuable information would be to look into your brick-and-mortar store analytics.

The only catch? Getting your hands on this rich, valuable data.

 

Traditional in-store analytics sadly just don’t make the cut. While, new more intelligent all-in-one geomarketing and retention platforms like Converted.In not only capture this data but also analyse it and present it to you in a way that can actually be used to filter, segment and target ideal customers.

Hack #2: Know how to choose between geo-fencing, geo-targeting or beacon proximity

(OR: Identify what your business needs)

As mentioned earlier, all geomarketing techniques will help you reach potential customers in a target area, but the type you choose can make or break your targeting campaigns.

Depending on your specific goal, you should evaluate the advantages and limitations of each technology.

The 3 major types of geomarketing technologies; geotargeting, geofencing and beacon technology
The 3 major types of geomarketing technologies; geotargeting, geofencing and beacon technology

More specifically, you should use geo-targeting, if:

  • You want to target a broad area like a country, city or even zip code. This is ideal for retail chains and supermarkets with many store locations.
  • You have access to a ton of customer data to be able to filter out your ideal customers from a big crowd.

Go with geofencing, if:

  • You want to target a smaller radius(typically 50-200m) near your store or a competitor’s store nearby
  • Your location is king and you already know that your ideal customers are in the area. Practically everyone in that small area could become a customer.

Last but not the least, beacon or ble tech is for you, if:

  • You want to target a campaign to people who pass an extremely specific point like say, as aisle in your store or a particular atm near your store.
  • You offer an app which users have granted location permissions to.

In essence, the kind of establishment you have and your customers characteristics should define the technology you use.

For instance, it makes sense for restaurants to create a 50m geofence around their outlet and send special offers to people who enter that “fence.”On the other hand, it’s suitable for a music concert to geo-target ticket ads to audiences who live in that city, like music and are in the age group of 18-30.

#Hack 3: Get Creative With the Places You Target

(OR: Think outside the box)

Most retailers currently start by targeting the immediate surroundings of their store and then expanding over time- and there’s no harm in that!

That said, the more creative you are about the places you target, the higher your rewards. Think about the specific spots or areas your ideal customers visit. Are there such places close to your store?

As a real world example, supermarket chain Whole Foods set up geofences around competing supermarkets near their store locations. By targeting special discount ads to mobile users, they managed to grab 3x more shoppers straight from their competitors.

You don’t always need to target your competitors, either.

Say, you’re a sportswear store, you could set up a geofence around a popular local gym. If you sell products for mothers, target nearby schools at drop-off and pick-up times. As an organic cafe, you could hit local vegan events and much more.

Hack #4: Use location and promotion ad extensions for your search and facebook ads

(OR: Make the most of the features at your disposal)

Facebook and Google ads (both search and display) are by no means new to the geomarketing game.

As both platforms encourage offline stores to use online ads and drive in-store footfall, most retailers still making the mistake of ignoring the finer details.

We’re talking about the location and promotion ad extensions features.

Location ad extensions increase footfall by 20%
Location ad extensions increase footfall by 20%

 

The location ad extension as the name suggests, lets you add your store address to your ad and increase conversions by at least 20%. The promotion extension on the other hand displays your store’s current offers within the ad.

When combined together, they make a store appear accessible and value-for-money and instantly bump up conversion rates.

Tip: Key in another layer of filters by targeting specific times of the day (open hours) and location of target user. You’ll end up saving your ad dollars while keeping your ROI high.

#Hack 5: Encourage potential customers to allow you to target them

(OR: Respect customer data and privacy, and they will love you for it)

Data privacy and consumer preference tracking has long been debated in most types of marketing. More so for those that involve location!

Fact is, consumers hate their privacies being breached, unless…they’re actually getting something useful in exchange!

As revealed by a Microsoft study, consumers are willing to share their data in exchange of either valuable discount offers, cash rewards or extremely exclusive benefits. In fact, it points out that:

  • 65.2% customers would let you target them for loyalty points
  • 89.3% for geo-local discounts
  • And a whooping 99.6% customers are willing to be targeted with cash rewards

But you need to ask them to grant permissions, first.  This simple customer-centric hack can go a long way in building a good relationship with your customer and keeping bringing them to your store.

Make sure that you hit them with a hard-to-say-no-to offer, at the get go!

Needless to say, don’t misuse the data you track. Refrain from spamming them with persistent offers. Or telling them how you “noticed they visited a nearby store!”

Like most other growth hacks, geomarketing has seen its own share of misuse.

Yet, when done right, it can be highly beneficial for brick-and-mortars in all kinds of markets.

After all, it’s hard to ignore the success stories and dollars generated by smart and cost-effective geomarketing campaigns, by brands big and small.

Get in touch with us for a demo on how Pinoffer can help you leverage geomarketing to take your footfall and in-store revenue to the next level.