Traditional trade goes through moments of technological renovation to improve customer experience and increase sales. The seamless combination between the physical and virtual environment is aiming to respond to the options that today's consumers demand.
In the era of hyper consumer, the traditional trade is learning the advantages of technological solutions for this market to connect the physical and digital environment, a growing market. In fact, consumers who purchase products in both scenarios, off and online, spend 51% of one year to 78% next ago, according to the annual study recently presented by e-commerce IAB Spain.
But how technology contributes to the success of physical stores? The development of new measurement systems offline experience makes it easy to analyze the behavior of consumers in physical stores. With this information, companies can deploy retail marketing campaigns more effective proximity to increase sales opportunities.
These tools not only provide the same level of information we can now obtain in e-commerce, but linking consumer activity in the store with their online shopping habits to trace accurately the profile of each customer.
Prodware, Technology solutions specializing in digital processing for businesses, makes four proposals that can help the retail sector released from the buying habits of customers optimize marketing actions in off and online and improve customer experience in your establishment.
Business Intelligence: Why customers abandon the queue before buying? A greater number of customers in the store means more sales? What marketing activities have been more successful? Business intelligence based mobile technology provides a clearer picture of the results of marketing campaigns to fit and enhance best stocks.
Omnichannel analysis: monitoring customers, both in the physical store and digital, provides a huge volume of data. To take advantage when optimizing marketing actions need an integrated measurement system that unifies different sales channels and interaction with the client.
geolocation: allows the owner of the establishment know the behavior of customers inside the store, when detected by GeoLocator their mobile devices. This technology is also used to send customized notifications to your potential customers, located in the vicinity of the establishment, as a ruse to invite them to enter.
Maps of areas and flow with data from the geolocation, stores can know the route of each client to find out how many people stop in front of the window, how many fall, the average stay in each section or frequency of visits to the establishment, among other parameters, and know well which products are appealing, what area of the shop it is the most attractive, etc.
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