Online to offline marketing (O2O) has been making waves around the world at an unimaginable speed.
Instead of getting threatened by the internet, Online to offline marketing closes the gap between online services and physical stores.
It is a proven strategy that draws the attention of potential customers from online channels to increase footfall in physical stores.
Marketing Technology Creates New Opportunities
In the global retail market, e-commerce is a promising sector, but it only represents 14.1% of all retail sales worldwide in 2019.
We expect the number to increase to 22% in 2023, with Asia-Pacific and North America leading the way. (source: https://www.emarketer.com/content/global-ecommerce-2020; https://www.statista.com/statistics/534123/e-commerce-share-of-retail-sales-worldwide)
This shows that many people are shopping online, but most consumers are still walking into stores to make their purchases. Retailers can stay competitive in the marketplace by adopting marketing technology that works in tomorrow’s retail space.
Online to offline marketing is a system that uses digital strategies and techniques to get more walk-in customers such as running contests online or sending out emails with enticing rewards.
Potential customers receive incentives to visit the retailer’s physical premises after engaging with its online marketing campaigns. This combination of online marketing and offline retail is a winning model because it can enhance the customer journey.
Online campaigns enable data collection to help companies understand their customers. Retailers can analyze their customers’ preferences, adopt or repeat marketing tactics that yield the highest return-on-investment.
Augmented Reality (AR) and Virtual Reality (VR) can take online to offline marketing to the next level. These technologies boost interactive shopping experiences by blending reality with an interactive experience.
AR-powered shopping can manage customers’ expectations and help them decide easier, thereby reducing the likelihood of customer dissatisfaction with the product.
Another technology that can boost retailers’ online to offline strategy is Artificial Intelligence (AI). Customers can reserve items to try on in-store later or upload photos of items to learn more about stock availability and reviews.
Build A Reliable Online To Offline Digital Strategy
Move ahead of the game with these strategies to create online awareness about your brand and then lure consumers to visit your store to make a final purchase.
First, you must collect as much customer data as you can in the form of contact details because it will help you design offers and rewards.
Consumers are more likely to buy from companies that cater to their interests, and this can be achieved from perfecting personalized messages.
Forge a bond with your customers by letting them know that you can provide products that best serve their needs.
Prioritize mobile to connect with customers. In 2020, an average person spends 3 hours and 15 minutes a day on their phone, and there are over 3 billion smartphone users in the world right now. (source: https://kommandotech.com/statistics/how-much-time-does-the-average-person-spend-on-their-phone/)
TripAdvisor has made its app available offline to allow users to access their services even when internet connectivity is unavailable.
Retailers should consider using beacon technology in their stores to transmit messages to customers’ mobile devices because they can track buying patterns and offer improved services.
Localize your marketing strategy by geo-targeting your prospect. Personalize a marketing message based on their location in real-time. On the other end, as a business owner, you must register your store on Google Maps.
Most local shoppers and travellers look for interesting items online, and Google Maps can direct them to your physical store. Optimize your listing on Google with the most effective keywords and descriptions.
Breathe life into your brand’s virtual experience and link your tangible products to digital content. Especially in times of social distancing, you can provide instant content by placing QR codes on the related products.
It can enrich the customer’s experience with more meaningful content of your brand or product. Groupon started the trend of printing virtual coupons for many stores and promotions.
Now, this trend has developed into paper-less coupons accessible through apps, but the aim is the same – to increase foot traffic at physical stores.
Business photo created by rawpixel.com – www.freepik.com
Brands can gain the most ground in today’s fast-evolving retail industry by facilitating online payments. Customers have the freedom and convenience to pay first online without needing to carry cash when they visit your store.
These days, e-wallets are very aggressive in terms of marketing and brands can rely on them to provide powerful marketing strategies. Start winning hearts with online customer loyalty programs that are linked to your physical store.
Reinforce customer relationships when you engage with them at every touchpoint to deliver a satisfying experience. Start by enrolling your customers in a points-based loyalty program where their information is safely stored online.
Engage with them on social media by creating exciting online contests and then Invite them to visit your physical store to collect their prizes. Email is still a remarkably effective channel to harness the exceptional power of customer relations.
Newsletters, thank you emails, redemption reminders, and exclusive deals are some notable examples.
Make innovation your new best friend to beat the competition. Reach out to us to find out how you can keep customers satisfied with new marketing technologies and strategies. Consultation with Infra Design is FREE of charge! Follow us on our social media accounts for more marketing tips.
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