Beabloo analyzes five digital marketing strategies that the retailer should apply

Definitely, Omnichannel is the star trend in the world of retail, but it's not the only one, as the Spanish digital marketing specialist analyzes in this article, in which it points out new technologies that the retailer can deploy to personalize and optimize each purchasing cycle.

The digital marketing specialist Beabloo points out that throughout this year consumers will opt for companies that take advantage of the latest technologies to personalize and optimize each step of the purchasing cycle and offer them unique experiences. For this reason, This company highlights five trends below that retailers should take into account to provide the desired response to their customers..

Omnichannel: integrate online and offline sales strategies

Mobile technology has become a fundamental piece of the purchasing cycle and, nowadays, It is increasingly rare for a customer to go through all the phases of the process in a single channel. Last year, practices such as, For example, showrooming y webrooming, and it is necessary to work on online and offline convergence.

Precisely, Thanks to their mobile devices, consumers can obtain advice in physical stores while comparing the prices offered by nearby establishments or e-commerce platforms., as well as knowing on the Internet the opinion that other users have of a product or service before purchasing it in a store.

Retailers who want to be more competitive and strengthen the bond with their customers, They must align the commercial strategy of all their channels and offer a continuous shopping experience, cohesive and multi-screen. Consumers must perceive the same brand image in physical stores as in digital channels (web page, e-commerce platform, mobile application, social profiles, etc.) and go through each phase of the purchasing cycle at the pace and in the environment (online u offline) that suits them best.

Unique shopping experiences

The emergence of technologies such as the Internet of Things (IoT), augmented reality, artificial intelligence, etc. have encouraged the introduction of innovative improvements to the offline shopping experience, enjoying a level of customization similar to that of an online store.

Some of the solutions developed with these technologies that have been adopted in establishments are digital signage screens with facial recognition software, that adapt the messages displayed depending on the age and gender of the person viewing it.

Another solution is the so-called smart fitting rooms., equipped with self-service touch screens, from where to review the catalog and make requests to the store staff; as well as augmented reality systems to preview a product in 3D before purchasing it, or the beacon switch, communication devices that many retailers use to send personalized messages to shoppers who are in or near one of their establishments.

Big Data Analytics

It is increasingly common that companies in the retail sector, mainly the big chains, Apply Big Data analytics to better understand your customers.

WiFi or video analytics systems allow you to capture and analyze in physical establishments practically the same data that web analytics platforms collect., like Google Analytics, in online stores.

Big Data analytics thus helps to predict and detect trends and provides very valuable information to fine-tune business strategies as much as possible., anticipate customer needs and offer them personalized information and offers based on their profile without violating their privacy.

More connected and informed staff

Thanks to tablets and wearables, increasingly used in retail, Store staff can respond immediately to customer queries and demands and gain efficiency in their daily operations.. With these devices you can check the stock at all times, know if a product is available in other establishments in the chain or even place orders online.

In the case of fashion stores, If smart fitting rooms are linked to employee wearables, They will receive notifications every time a consumer has a question or needs help., which increases the shopping experience and customer loyalty, with a very positive cost-effectiveness relationship.

Besides, With cloud collaboration tools, employees (both in store and in the offices) can consult and modify in real time (based on assigned security role), documents from the various areas that make up the business: inventory, invoices, orders, etc.

Consolidation of mobile payment systems

In line with the above, It has been proven that stores that allow payments via mobile, widely used among the young population, foster a better relationship with your customers. The development of an exclusive mobile application can be a tool of great added value for after-sales service.

Besides, Contactless or NFC systems provide a differentiating feature to businesses and prevent customers from leaving a physical establishment in search of the immediacy of purchases offered by digital platforms..