The goal? To satisfy the needs of an increasingly digitalized and demanding consumer , looking for experiences to live rather than products to buy , capable of moving with ever greater ease, seamlessly, between the online and offline worlds.
But how can we overcome these new challenges and, above all, how can we enhance the experience lived in the point of sale in an omnichannel perspective thanks to the contribution of marketing automation in the retail sector?
Let's find out together!
In-store customer experience: the new frontier of retail is built on data
The key word is once again “ personalization ”: whether it is the offer of a product, the possibility of completing the purchase by paying with your smartphone, rather than that of taking advantage offline of a promotion purchased online or the simple possibility of accessing personalized services through interactive totems, it does not matter. What the consumer expects is to live a shopping experience conceived and designed “to measure” .
It is clear that in a context like this, the use of Customer Data Platforms , such as Blendee, and the implementation of omnichannel marketing automation strategies play an essential role .
In particular, the use of Customer Data Platform and the integration of these and the different data sources (eCommerce site, CRM , ERP, POS) allow sales staff to know, down to the smallest detail, the interests, needs, tastes of their customers and users, managing to have a complete overview of their entire customer journey .
Marketing Automation list of anguilla consumer email in Retail: The Impact of a Drive to Store Strategy
Profiling your audience , but not only: the contribution of a marketing automation strategy in the retail sector can be truly relevant and have an impact, first of all, in the creation of drive to store activities aimed at integrating online and offline campaigns.
Google ADS and Social ADS geolocalized and personalized campaigns : thanks to the use of a Customer Data Platform such as Blendee, it is possible to create targets for geolocalized campaigns directly on the platform, thus combining the profiling criterion linked to the area of origin or navigation with other criteria more relevant to the interests of users, to their previous purchasing experiences, thus obtaining much more performing audiences for your campaigns .
Triggers and personalized emails: once the user is registered for the newsletter, it is possible to also engage them for promotional initiatives or events that can be directly used within the store , for example, the presentation of the new collection, or a special private sales campaign.
SMS marketing and push notification : just as it is possible to reach the user by sending personalized emails, it is also possible to engage them by sending SMS and Push Notifications . Let's not forget that very often, the telephone number is one of the most frequently requested data for the activation of the fidelity card, another important driver for increasing customer loyalty and their bond with the store.
