08 May Digital in Retail: From Bricks to Bytes
Digital shopper engagement in the retail environment enables the recognition of a shopper in-store, but also contributes to better understanding of how the shopping experience takes place. By making use of digital tools, the following three pointers ensure you make an appropriate choice for your needs:
How do you collate the difference between a successful online strategy and a failed in-store campaign?
- Define Your Objective
Determine the ROI of in-store POS by comparing the impact of various shopper profiles and identifying the possible barriers to in-store conversion. These are all clear objectives. Be sure to clearly define yours to ensure a measureable result.
- Identify the Pilot
Now that you know your objective, the next step would be to isolate your pilot locations for successful testing and measurement. Why you may ask? Digital integration does not come cheap and fine-tuning on a small scale will enable a more cost effective, manageable and time efficient roll out.
- Bring in the Specialists
Trying to keep up with the latest trends and technologies available seems almost impossible. Make use of digital specialists that understand the integration of digital technology and data across your in-store marketing mix and are able to empower you with the analytics that will drive future client engagement.
- Do Not Forget the People
Many digital systems are controlled remotely, however there are still occasional onsite maintenance elements making the training of onsite staff essential. This training can be as simple as switching the unit off at night, changing batteries or re-setting the system if there is a power failure.
With your objectives set and your digital specialist briefed, it is clear that you need an observation tool integrated into your existing POS. This tool's capabilities should be predefined to ensure that the information collected is relevant, can be analysed and the information obtained enables the creation of an action plan that will optimise your in-store presence.
1. The Hardware
A small camera linked to a processor with remote connectivity that can be integrated into your existing POS
2. The Software
Use the images captured from the hardware with algorithms to determine your next steps
3. Reporting & Analytics
The information obtained can be condensed into a series of reports and further analysed into tangible recommendations
6. Dwell Time
8. Possible Purchase
9. Shopper Profiling
Analysing these data points will provide a clear indication of how to optimise your in-store presence, for example:
High Footfall + High Notice + Low Interaction
Your display is in a high traffic area and is very noticeable, but shoppers in that area are not interested in your product and you should reconsider its placement.
High Notice + High Interaction + Low Sales
Your display is in a high traffic area and is very noticeable. Shoppers are interested, but your price point could be off or they are looking for further product information before purchasing.
The combination of traditional POS and digital data collection work hand-in-hand to meet shopper needs in an intuitive manner. This process ensures a value-add to your shopper base whilst solidifying a standard for strategy and engagements in the future. Analysing your shopper needs and prompts using digital platforms results in a smarter approach to promotions. You will have an engaged, informed and aware shopper base and a clear direction for future campaigning.