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. 

Digital Transformation in the Retail Industry in MENA

 

If there’s one sector that’s most affected by ever-changing customer demands and customer buying behaviour; it’s the physical retail industry. Today, customers have the upper hand- they go online for convenience, easy access and personalised shopping experiences.

On one hand, eCommerce websites target, track and monitor their visitors, collecting invaluable data at each touchpoint. On the other hand, physical retail stores are barely managing to tap into the potential of the digital world.

In the MENA region alone, eCommerce sales have been growing YoY with 2017 closing at $23.3bn, 2018 at $28.6bn and 2019 estimated at $35bn.

So how can physical retailer take back their market share and continue to grow their bottom line?

The answer lies in Digital Transformation.

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.

What does Digital Transformation Mean for the Retail Industry?

Simply put, digital transformation is nothing but reimagining how you drive revenue and stay competitive in a digital-first, customer-centric world.

However, digitally transforming your retail store does not necessarily mean that you need to shut down your brick-and-mortar. Set up an eCommerce revenue channels. Or start advertising to grow online.

On the contrary, you could digitally transform your store by making the most of something as simple yet sophisticated as geomargeting or proximity targeting to drive footfall.

How can Retail Stores in MENA get started with Digital Transformation?

Leveraging Pinoffer as a stepping stone

As the owner or manager of a retail brand, you’re most likely hesitant or overwhelmed by the countless digital channels out there.

Talking about the MENA region specifically. It’s become commonplace to hire 3rd party digital transformation consultants that burn a hole through marketing budgets. As a result, only big players in the retail space can actually afford to turn to them.

At Pinoffer, we’re breaking these barriers!

With Pinoffer, now you can drive in-store traffic and deliver smooth customer experiences- without burning a hole in your pocket or the knowledge and expertise of digital channels.

So without further ado, here’s why Pinoffer’s simple and efficient platform is a retailer’s ideal stepping stone into a digital first world:

1. Analytics Dashboard: Collecting valuable in-store data to understand customers and store performance

pinoffer dashboard
pinoffer dashboard

Once you sign up for a demo at Pinoffer, you get access to a unified dashboard that tracks, measures and presents every aspect of your physical store.

From monthly to hourly metrics like:

  • footfall
  • time spent in store
  • revenue generated
  • churn and retention rates
  • slow days, busy days

We bring all the analytics you need to track and optimise your store’s performance- all in one place.

Think about what you can do with this data, from sending offers on low key days to upping your store and customer experience on busy days- all of which our platform helps you do.

2. Powerful geo-targeting and retargeting options to drive footfall

In a nutshell, geo-targeting allows you to send location-based notifications to users. On the other hand, geo-fencing allows you to draw a virtual area in and around which you want to target users.

With a read rate of 98%, sms and push notifications can be one of the most effective ways to expose customers to promotions. Couple them with geo-targeting and geo-fencing and it’s possible to for you to send highly personalised offers to ideal customers at the right place, at the right time.

Retailers like yourself can use Pinoffer to target new customers and retarget the old ones in real-time. On top of that, by using other targeting criteria like age, gender, interest, etc it becomes all the more easier for to reach your ideal customer!

Bringing back your customers with smart geo-fencing and push notifications
Bringing back your customers with smart geo-fencing and push notifications

3. Attracting and retaining customers with targeted Google and Facebook Ads

On typical days, you most likely see a lot of visitors who look around but don’t buy or buy but never come back. If you’re not doing anything to get these people back to your store once they leave, then you’re missing out on potential sales. After all, it’s easier to sell to people who know you, than people who don’t!

So, what better way to reappear in front of them and attract them to come back than personalised Facebook and Google retargeted ads.

With Pinoffer specifically, you can target ads to your past visitors and customers. These ads could offer special discounts and engage them. To boost conversions, you could create FOMO by making the offer valid for a limited time. The possibilities are endless!

Tapping into the advantages of the digital world to improve in-store sales and customer experience doesn’t have to be as intimidating as it sounds.

Get in touch for a quick demo and discover how you can start attracting, tracking and retargeting your ideal customers, right away!