How Physical Store Intent Data Drives Online Sales

1. The Impact of In-Store Digital
Experience on Online ROI
How Physical Store Intent Data Drives Online Sales

2. Retailers.

3. Do you know how store visits are leading to
incremental online ROI?

4. Because more than likely, you’re probably not doing a
good job of it.

5. Problem:
Retailers still don’t know how to accurately measure
ROI from in-store digital experiences

6. Useful customer data collection in-store has been
virtually non-existent.
Without data, it's very difficult to measure both ROI and
LTV.

7. Kiosks and signs can collect data and are flashy, but
not very practical.

8. If in-store and e-commerce channels aren't linked, it's
impossible to measure the impact of a store visit on an
e-comm sale.

9. Opportunity:
Omnichannel customers spend 3.5x more than single-
channel customers and they exhibit more brand
loyalty.
https://www.atkearney.com/documents/10192/4683364/On+Solid+Ground.pdf/f96d82ce-e40c-450d-97bb-884b017f4cd7

10. 80-90% of all U.S. retail sales still occur within the the
physical store.
That means purchase intent in the physical store is 9x
higher than online.
https://www.atkearney.com/documents/10192/4683364/On+Solid+Ground.pdf/f96d82ce-e40c-450d-97bb-884b017f4cd7

11. AND
According to Accenture’s “Seamless Retailing 2014”
study, when asked what retailers need to improve the
most, 40% of respondents ranked improving the in-
store shopping experience first.

12. What does this all mean?

13. According to Deloitte, digital interactions influence
more than 64 cents of every dollar spent in retail
stores.
This means shoppers who get a seamless digital
experience are more likely to convert.

14. Retailers must go above and beyond to create a
seamless, effortless in-store experience to win a
customer over, with the goal of getting them to
become a digital customer.

15. Retailers must encourage digital touchpoints that
actively engage the shopper with the brand across
channels, not just the products.

16. Digital Experiences
Create Store Intent Data

17. Tablets/In-Store Mobile Devices
●Provide a way for shoppers to interact with the
brand, the store, and the products
●Easy place to introduce relevant content and display
recommendations for similar items

18. Tagged Products
●Provide a way to interact with inventory
●Help shoppers quickly get product info
●And add products to cart to checkout either
there in-store or at another time

19. Opt-In
● Giving shoppers the ability to opt-in at the end of a
digital experience instills confidence and trust in
the brand.
● It ensures that they feel in control of their own data
and that everyone gets the same experience
regardless of their willingness to identify their data.

20. What Can You Do With This
In-Store Intent Data?

21. 1. Optimize Store Experience

22. The digital aspects of the store should be dynamic to
help personalize the overall store experience.

23. 2. Optimize E-commerce Site

24. When shoppers' offline and online “accounts” are
synced, the content they see during their site visit
should reflect what they looked at or purchased in-
store.

25. 3. Build More Complete Shopper Profiles

26. With more complete shopper profiles, you can see
how a shopper interacts with your brand both online
and in-store so you know the most effective messages
to deliver at the best times and on the best channel.
This increases your value to them.

27. And most importantly ...

28. 4. Retention Marketing

29. According to Lee Resource Inc., it costs a
company five times more to attract new
customers than to keep an existing customer.
http://www.forbes.com/sites/alexlawrence/2012/11/01/five-customer-retention-tips-for-entrepreneurs/

30. Focus on retaining in-store shoppers,
where intent is already high.

31. Email is the identifier.
When shoppers opt-in to identifying their in-
store data, use it to market to them the same
way you would if they visited your e-commerce
site.

32. We call this In-Store Remarketing — remarketing
done online to customers who have walked into a
physical store and not made a purchase.
This can be done through email, display, or social

33. Two Phases of In-Store Remarketing

34. Phase 1:
Follow-up 1-7 days later with more information
about the items the shopper was interested in-store.

35. Phase 2:
Re-engage the shopper 2-6 months later with
confidence that the shopper purchased the item
even if it wasn't from you because they browsed in
store (browsing in store shows a higher level of
intent).

36. Rules of Engagement

37. Not requiring the customer to identify themselves
at the beginning and making it optional at the end.
1. Opt-in

38. Shoppers know that the tablet is tracking their data
and nothing is ever covert or invasive.
2. Transparency

39. Giving shoppers a valuable experience first before
requiring or requesting anything from them.
3. Value-first

40. In-store digital experiences make a
significant impact on online sales.

41. Your physical stores can drive sales online
through effective in-store experiences and
remarketing.
All you need is to collect the data in a
meaningful way.

42. Have questions?
Give us a shout on Twitter @cloudtags
or email us at holla@cloudtags.com

43. Learn how to connect your store with
CloudTags and get the data you need to turn
your physical stores into digital goldmines.
www.cloudtags.com