April 21, 2017 How Mobile Engagement Can Improve In-Store Customer Shopping Experiences
As more and more customers are choosing online shopping over shopping in-store, brands need to figure out a way to add something unique to their offline purchasing experience.
Consider the reasons why a customer chooses to shop in-store over online. It’s likely that the in-store experience already offers something that online doesn’t. Perhaps it’s an offer specific to that store, or the customer service provided is worth the extra effort to travel. About 90% of all retail revenue in 2016 accounted for brick and mortar retail, so in-store shopping isn’t going anywhere anytime soon.
But considering why a customer would choose to shop online over in-store and acting on that information will help to improve a customer’s offline engagement with a brand. 71% of shoppers believe they are more likely to get a better deal online than in stores. Making potential customers aware of deals and special offers that happen offline is important if brands want to attract them to a store.
In order to implement a successful customer engagement strategy, it’s a good idea to think beyond the confines of the store in which a brand’s products are sold. The online experience doesn’t have to be restricted to the home; stores can easily bring the online experience to their customers in-store. But how can brands and retailers do this? The answer is simple: Mobile Engagement.
The Power of Mobile
Improving the overall purchasing experience for customers begins with Mobile Engagement as it is the best solution for brands if they want to connect their offline products to the online space. Frequent smartphone users spend almost 25% more money than standard shoppers. So not only will the in-store experience improve, but both the brand and the retailer may even see an increase in sales.
How can offline shopping become more appealing to the average consumer? And what can brands and retailers do to improve the in-store shopping experience for their potential and existing customers? With so many shoppers using their mobile in-store and many of them spending more than other shoppers, utilizing Mobile Engagement is a surefire way to improve the experience customers have in stores.
Deloitte estimates that in 2016, digital had influence over $1.8 trillion in retail purchases. In addition, 83% of shoppers use their mobile while shopping in-store. It’s important to appeal to these customers through leveraging their use of mobile as not only will it improve their shopping experience, but it will also increase loyalty among them and your brand.
Mobile Engagement in Action
Active examples of brands using Mobile Engagement successfully in-store are Heineken and Winewoo. Winewoo was an app that improved the customer shopping experience by connecting to any wine product in any store. Heineken improved their customers’ in-store shopping experiences with their incentive-driven Heineken Spectre campaign.
Winewoo was developed as a Shazam-like experience that allows consumers to discover and purchase wine. Powered by Catchoom’s image recognition software, it allowed users to scan a wine label to view tasting notes, grape variety, history, food and wine matches, and prices. Covering 80% of the French wine market, it became the largest existing wine labels database.
The overall shopping experience was improved as it encouraged customers to engage with all wine brands in any store and with the individual product through a unique mobile-centric interaction.
Heineken used LogoGrab’s image recognition technology to create an end-to-end and customizable brand experience using “heineken.com”. By grabbing the logo on limited edition Heineken Spectre bottles, customers were able to access exclusive behind-the-scenes footage of the upcoming James Bond Spectremovie.
During the campaign, Heineken sold over 500 million limited edition Spectre bottles across the globe. Heineken Europe also saw a 10% increase in sales during the campaign months. This campaign improved the in-store shopping experience by incentivizing and encouraging customers to engage with the brand, not just digitally, but by physically picking up the product itself.
Both of these examples showcase just how much mobile can improve the overall in-store shopping experience for customers. By incentivizing consumers to go to a store and physically engage with a brand’s product, loyalty is established, resulting in a unique offline-to-online in-store experience.
The Future of Mobile
70% of shoppers expect more personalized brand experiences and a great way to appeal to this mindset is through Mobile Engagement. We already know that over 80% of shoppers use their mobile in-store. Taking this fact on board through implementing a Mobile Engagement strategy will ultimately appeal to the personalized brand experience shoppers are evidently looking for.
63% of consumers believe a coupon to be the most valuable form of mobile marketing. If a customer is aware that a coupon will only work in-store along with their mobile, shoppers are incentivized to engage with the brand’s product, and ultimately the brand itself by physically visiting a store. It’s also important to make sure customers know of these deals and coupons that are powered by mobile.
Looking to the future is important when it comes to appealing to a brand’s customers and their ideal in-store purchasing experience. Image recognition is a great way to make use of Mobile Engagement. With image recognition and logo detection, brands can easily increase engagement among their customers and simultaneously improve their offline shopping experience.