Ah, December! The best month out of the year for sales at shopping centres, retail outlets, and restaurants. With so many customers visiting physical stores and spaces you have an incredible opportunity to capture customer data and understand your customer interests and demographics. Not only that, but you can target existing customers and drive sales during this festive month.
Flow is Aislelabs’ enterprise-grade location analytics platform which captures behavioural information such as dwell time, store affinity, peak hours, and so much more. Aislelabs Connect is the most sophisticated WiFi marketing platform available. It allows real world spaces to offer free wireless connectivity to the internet in exchange for their contact information, demographics, and interests data when a customer logs in through a splash page using Facebook, Twitter, or an email address. Using both in conjunction with each other, the holidays makes an ideal time to capture a large segment of new customer data as many customers coming into your retail locations during this time— including many of which who prefer to shop online.
Direct digital marketing is an incredible way to hyper-target customers and maximize ROI. With the collected information you’ve gathered, it is easy to create multi-channel digital marketing campaigns. Customers can be retargeted on social media and email letting them know of the deals and specials available during the holidays.
More than that, marketing can continue year round so every new promotion from your marketing team can be easily communicated to your customers through multiple digital means. You can segment your customers by demographics and/or interests to deliver truly personalized messages. That also means you can segment your audience by those who visited last year during the holidays and target them this years since you know they are receptive to visiting on that day. You can also compare and contrast with other key customer information to understand your audience better.
Visitor Tracking and ROI
When a customer who previously visited your store visits again, the wireless network can detect the device once more. That provides key information such as what common interests and demographics can be attributed to specific stores. This becomes highly important to track the ROI of a campaign as the Aislelabs platform can ascribe sales data for returning customers who were targeted as part of a marketing campaign. Combining this data is key to showing the efficacy of your digital marketing.
Coupled with Aislelabs Flow, you’ll also receive the affinity between stores and dwell time information of these customers. Flow also provides anonymous behavioural data of those who do not connect to the WiFi. By aggregating all of the device data, it can reveal insights into key customer flow information within a space or entire location.
This also allows you to get a better understanding of how successful your holiday sales have been. Aislelabs keeps all historical data so you can create benchmarks and have a better understanding of your business year after year.
Beyond the Holidays
As December becomes one of the busiest times for stores leading up to Christmas, you have a month of possible opportunities to engage your customers and create rock solid marketing through the end of the year holidays. But remember, marketing doesn’t stop during the holidays. The best marketing is a continuous journey with consistent customer touch points so as to keep your brand fixed in their minds. Marketing is a marathon, not a sprint– but the holidays can give you a fantastic start to a journey that improves sales and create life-long customers!