Targeted online advertising and digital marketing campaigns can drive substantial sales for physical stores. If you know who your customers are and what they like, you’ll be able to engage them online through digital campaigns and have them return to your store again and again.
One of the revolutions that came with online marketing was the ability to create targeted advertising based on online user activity. The ability to follow up via online advertising, retargeting a user based on the product they had been browsing gave ecommerce an edge in marketing over physical brick and mortar retailers. They could tailor ads for specific items to separate customers at home.
Brick and mortar businesses, however, were at a technologic disadvantage—the best a retailer could do was use door counters and camera trackers to aggregate shopper behavioural information. In-store customer service staff is the best equivalent which is a key selling points for physical stores as the average customer from any generation—even 82% of millennials—still prefer a helpful associate over online retail. However, it sales associates can only target in-store, on a one-on-one basis, rather than an entire audience group.
Using guest WiFi to capture customer information
Fortunately, with the advent of the smartphone, today’s technology allows the same retargeting for physical retailers. This provides a way for businesses to keep in touch with customers and promote products, sales, events, and more through digital marketing and online advertising, just like their online counterparts.
Social media platforms have revolutionized the way people interact with each other. They also present an important way to interact and communicate with customers. Facebook alone has over 2.8 billion users on its platform, so odds are good that most of your visitors have a Facebook account.
By providing free guest WiFi to customers, they can easily opt-in to marketing using their social profiles or by providing an email address. Leveraging their contact information, you now have a way to connect with your audience twenty-four hours a day, seven days a week. Social accounts provide further information including demographics and interests while the WiFi network can be used to detect the frequency of their returns to the store. In the case of larger spaces, locations can be broken down into zones and areas to find out which departments or specific retailers they frequent.
Automatic marketing campaigns
Marketing campaigns can now be tailored to specific audiences based on behaviour inside of your store, their age, gender, interests, or any combination. Some solutions (like Aislelabs Customer Hub) also allow you to combine different customer touchpoints, including kiosks and POS machines, which provides even more granular customer data.
Using all of the collected information, setting up simple rules allows you to automatically execute marketing campaigns. For example, you can create a marketing campaign for women between the ages of 18 and 35 who have an interest in several brands of high fashion shoes. Or you can create campaigns that are triggered when a customer hasn’t returned to a store in 90 days as detected by the WiFi to increase returning customers and reduce customer churn.
Measuring the return on your marketing investment with our platform is straightforward. The platform will inform you how successful the campaign is in terms of bringing customers to your venue via the walk-through rate. No more marketing guesswork. You can see the Return on investment of how much revenue each marketing action brings back to you. Through this easy to implement system, you will always be able to keep in contact with your customers.
As world events have now taught us, unforeseen circumstances can crop up at any moment and hinder sales. But by being prepared, you’ll be able to reward frequent customers, re-engage customers who are at risk of customer churn, and weather any storm.