It will come as no surprise to the majority of those reading this that I fervently believe in the mutli-channel approach and the importance of tying in a retail marketing campaign through e-mail, the check-out, catalogues…basically at every step on the customer lifecycle.
The trouble is, many bricks and mortar retailers are still resisting the shift online and are struggling to keep up with their e-commerce counterparts – similarly, some retailers have dedicated so much energy to their online offering that they are neglecting the high street stores which built up their brand presence in the first place.
One of my Account Managers, Judd Marcello, recently wrote a very interesting blog on the opportunities to integrate online and offline. His ideas make for interesting reading, so with full credit to him, I would like to share them with you.
Forrester Research recently published their forecast on e-commerce growth in 2014…and, if they are right, it is telling. In Western Europe (inclusive of the UK), Forrester expects the e-Commerce Annual Growth Rate in 2014 to reach 11% (€114.5b). In the US, a +10% AGR is expected over the same period ($250b).
What’s more, their other predications for the next four years provide even more evidence that the web will drive sales:
- By 2014, 8% of total retail sales will be from e-commerce (up from 6% in 2009)
- 154 million. That is the number of people in the US who bought at least one product online in 2009 (that is 67% of the online population, up +4% from 2008)
- An estimated 53% of total retail sales (U.S.) will be online or “web-influenced” offline sales (+9% from 2009)
It is that last stat that particularly demands attention. “web-influenced” that is: online research, rate and reviews, product comparison sites, social media, forums, etc.
One of the biggest influencers on the web, especially where driving consumers in-store is concerned, is e-mail. Further research by Forrester states that, “e-mail marketing is nearly as effective at driving action offline as it is online. 44% of surveyed e-mail users in 2008 were inspired to make an online purchase as a result of a promotional e-mail versus 41% who said the same for offline purchases”.
The question for marketers is how do you capitalise on this? How do you turn this influence into concrete sales? Let’s be honest, there is no sure fire way to guarantee that, but there are things which, as digital marketers, we can do to make the online customer a little more likely to convert to an in-store shopper as well.
What we need to focus on are the “moments for engagements” – that is, the messages which resonate with consumers because they are triggered by events or actions which are related to the e-mail recipient. Two of these moments which are successful at getting consumers away from their computers and into their homes are: new store openings and in-store events/promotions.
New store openings
You already have your subscriber’s attention, so let them know about this big event. Send out a specific e-mail announcing the opening and the events, sales or promotions that will be occurring at the grand opening celebration.
By providing subscribers with an in-store certificate to receive a discount when they spend over a specific amount, you further incentivise them to connect with you on a new level.
Be sure to target users in the same postcode as the store opening to increase the relevance factor. There is no sense inviting a customer to an event if they can’t get there easily or at all!
In-store events/promotions:
There are many different in-store events and services that can be communicated through your mailings: exclusive, after-hour, friends and family sales, e-mail subscriber only rewards such as a session with a personal shopper, product demonstrations, food tastings, workshops, celebrity book signings…and these are just a few.
While buying online provides the luxury of convenience, the in-store environment provides the opportunity to provide a unique (branded) shopper experience. Are you launching a new designer clothing line? Why not invite your most loyal customers in for a special runway launch party where they get to see the new fashions before they are hung up on the racks for sale.
Everybody loves a deal, so give them one that rewards them for being a faithful subscriber and in-store shopper.
- Include in-store only coupons in your e-mails. Incorporate “offer valid” parameters to drive traffic on specific dates/timeframes
- Announce an exclusive product or collectable to your subscribers. Give them first access to them when they redeem a certificate once they come to visit you
- Offer discounts on product that are exclusive to your e-mail subscribers only. Reward them for their attention!
The in-store environment is your opportunity to connect with your consumers in an engaging fashion. Be it an event, a service or a chance for them to touch and feel the products or get that all-important face-to-face contact with the floor staff, you customers should walk away thinking, “I can’t wait for the next one!”
The smart retailer understands that when it comes to online and offline tactics, one hand washes the other. The smart consumer understands that the internet is a powerful provider of knowledge and, as a result, an even more powerful influencer when deciding what products to buy at which retailer.
The smartest retailer is the one that builds a multichannel strategy and uses the web to influence consumers to buy products from them…and what is one of the most effective influencers on the web? E-mail.
Hopefully, utilising these tips on moments for engagement, and how to effectively use e-mail to influence store visits, will have your customers lining up around the block (with exclusive e-mail subscriber only, in-store coupons gripped tightly in hand).
Simone Barratt is Managing Director at e-Dialog International . View the full bio here.Our bloggers
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