Bridging the Gap
Between Online and Offline Shopping – The Complete Customer Journey
Shoppers of today enjoy a vast flexibility, when choosing their shopping channel. Weather researching a product online, prior to buying it offline or using the phone as a shopping assistant in the store. Or getting inspiration in the store and order the product later at home. Shoppers find their specific way in the digitalized world and create their individual customer journey. And that journey is never linear, but a perpetual cycle of interactions between online touch points and offline POSs. The more seamless the transition between both worlds is, the more loyal the customers will be.
The challenge for retailers is to stay in the loop to engage with him at the moment of the buying decision – online and offline. Retailers are already able to analyse each step that the customer does online. They can link customers to the online shop through online advertising, offer a rebate for a certain time or recommend the customer products that fit his interests. But to achieve competitive advantage they need to be able to do the same in the offline world. New digitisation technologies for the offline world offer great opportunities to intertwine online and offline worlds into one connected customer journey seamlessly.
A combination of Beacons, NFC, Geofences and Physical Web enables retailers to interact with their customers when it matters the most. Offering new added value to the customers’ shopping experience while generate valuable data from their in-store behaviors.
How the real customer journey looks like
As explained earlier, the real customer journey is a perpetual cycle without a certain starting point. To give an example the customer’s journey could start when he or she is at home or at the bus browsing the web. When the customer decides to buy a product on the company’s online shop he could get the option to “click & collect”. In this way he could test it and pick it up at a local store.
When the customer decides to download the company’s app this could open a lot of new opportunities for the customer and the company as well: With Geofencing the customer could get activated to get into the store. Further products could be recommended by Beacons. And via NFC the customer could receive detailed product information. In this case the customer journey could continue online and offline.
Benefits for the customer
- Receiving personalized offers and ecommendations
- Seamless shopping journey
- Getting support at the right place at the right moment (Micro-Moments)
Benefits for the company
- Offers a second chance to make an impression
- Provides great cross-selling opportunities by retargeting the same customer with products that fit the customer’s interests
- Creating Micor-Moments for the customer
- Automated and personalized in-store mobile marketing
- Enables measuring in-store behaviors to analyze and understand certain patterns
- Achieving customer satisfaction and customer loyalty
We created an inspiring example for a truly connected online & offline customer journey to give you some ideas on what you can do with proximity technologies. And we printed it on a poster! The poster shows how a combination of Beacons, NFC, Geofences and Physical Web enables retailers to interact with their customer when it matters the most and offer them new added value to their shopping experience.
The Proximity DMP gathers, processes and analyzes data from all available proximity technologies and Physical Web installations. The data won through these proximity networks lets you create location-based and context-aware mobile experiences, or so called micro moments, for your individual customers, amplifying their engagement and loyalty, while increasing your revenue.