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. 

How physical stores can leverage retargeting to boost their in-store sales

How physical stores can leverage retargeting to boost their in-store sales

How physical stores can leverage retargeting to boost their in-store sales
How physical stores can leverage retargeting to boost their in-store sales

And how Pinoffer helps brands do exactly that

 

Retargeting the right people, at the right place, at the right time, has been the holy grail for eCommerce marketers online. Be it to drive repeat visitors, customers, familiarity or even brand loyalty.

 

However, when it comes to physical retail stores and brands, most fail to tap into or even recognise the golden goose that is smart retargeting.

 

Truth is, with advances in Facebook and Google ads, geo-retargeting, geo-fencing and overall analytics, there’s a lot that you as the owner or manager of an offline store can do to re-engage past walk-ins and customers to boost your in-store sales.

 

Just think about it, what if you knew that a past customer is just two blocks away on your sale day? Wouldn’t an appealing push notification with a personalised offer attract them to stop by and potentially buy from you?

 

Why offline retailers should consider retargeting to drive in-store performance?

 

Why offline retailers should consider retargeting to drive in-store performance?
Why offline retailers should consider retargeting to drive in-store performance?

With retail stores footfall declining by 15% every year and 84% consumers feeling that offline retail stores should integrate with the online world, it’s hard to ignore the benefits of retargeting physical customers online!

 

Retargeting customers after they’ve left the store presenting huge sales opportunities

1. It solves the ‘out-of-sight, out-of-mind dilemma

 

Unlike e-commerce websites where one can keep engaging their visitors on auto-pilot thanks to cookies, pixel code they are retargted even after they have left the website, as for the physical retail stores are limited to their physical space.

 

It’s almost as if once a customer walks out of your store, they are lost… forever.

 

Okay, forever might be a tad bit dramatic but at least till they think of you again and we all know how long that can be when you’re completely out-of-sight!

 

Here’s where retargeting past walk-ins and customers comes in!

Physical stores can influence customer behaviour and boost sales by making sure that they’re on the minds on their ideal customers- even when they are out-of-sight!

 

2. Build familiarity and trust by engaging past walk-ins

 

On top of not having a way to contact the people who’ve interacted with their stores at least once, physical retailer stores are faced with competitors armed with marketing teams and budgets, both online and offline.

 

With studies proving the rule of seven, which simply put implies that on an average your target buyer will convert after seven interactions with your brand (either online or offline), it’s clear how important building recognition, familiarity and trust are.

 

On top of that, it’s common practice for online competitors to always maintain a competitive edge, thanks to their own targeting methods!

 

Without retargeting, it’s highly unlikely that a typical store visitor will come back to your store seven whole times- through the jungle of attractive online ads!

3. It’s precise, effective and has massive ROI

It’s precise, effective and has massive ROI
It’s precise, effective and has massive ROI

 

Hands down, a past customer is one of the ideal people to target with new offers and what better time to reach them than when they are walking by! Or when they are in need for what you sell, they can be easily converted when you attract them with localised content and they happen to be nearby, you are almost certain to attract them into your store.

 

Besides location-based targeting, retargeting on Facebook and Google can also help establish a brand image almost instantly, if done right. Basically, retargeting is one one of the most precise and effective ways to double down on ROI.