When discussing in-store retail, the definition of web-to-store quickly comes to the table. This technique consists of a set of web marketing strategies and levers that merchants use to generate traffic at the point of sale :
91% of consumers search for information online before buying to compare the features and prices of a product (source Wavestone). Discover the definition of the web to store, its advantages, and examples of strategies and levers to activate.
The definition of web-to-store is as follows: going online before going to a physical store to buy the coveted products. The web-to-store, therefore, offers a sales cycle that includes all online actions and levers that:
It responds to a new consumer purchasing behavior, ROPO (research online purchase offline) or ROBO (research online by offline ), “search online, buy in the store.” It’s the opposite of the store-to-web, which sends the customer a sign to its e-commerce site to purchase a product that is not or is no longer available at the point of sale.
The web-to-store has several advantages for local businesses, which:
This strategy ultimately has few drawbacks, as it offers “the best of both worlds” to consumers. It is possible :
Finally, the only constraint would be to have a website and a minimal marketing strategy to attract customers to the store and give them a more human shopping experience than online.
60% of abandoned carts are because of too high shipping costs (source: Convertize ). The principle of click-and-collect makes it possible to overcome this by eliminating shipping costs, in particular:
Geolocation is the basis of these techniques:
Some collaborative mobile applications offer to display geolocated advertisements, like Waze. Their use can be reasonable when several large signs are grouped in commercial areas to signal your presence to motorists who stop nearby.
Your point of sale is geolocated in Google Maps. You provide your customer with the information he is looking for and encourage him to come to the store by: pictures,
To respond to consumer demand for information and promote your products, you broadcast on the internet:
A product information management platform (PIM, or Product Information Management ) like Afineo PIM allows you to keep control over the diversity of information from various sources and:
Many promotional operations start online and bring traffic to businesses.
We can name the email or mobile to store among the push actions. The concept? Launch promotions or exclusive offers, valid only from the channel used (emailing, notification on application, or even SMS), encouraging the user to go to the store.
The games have the advantage of being fun, popular, and creating a buzz! The Zadig & Voltaire brand has understood this well with its online operation “I should have been a cowboy”:
Be part of a club where loyalty is rewarded with benefits and services reserved for members: here is a web-to-store strategy that allows you to forge long-term commercial links. All the customer has to do is create their account to take advantage of preferential rates and exclusive advantages online and in-store. A mobile application makes it possible to concentrate on all the advantages of the loyalty program, like that of Yves Rocher & Moi.
The customer relationship has become conversational and omnichannel. Responding quickly is essential. Anticipate questions with solutions and personalized offers to discover in-store even better! Save the history of your exchanges. A communications management solution helps you deliver digital customer service, like RingCentral Experience Client. You manage interactions on a single platform from which you can engage in conversation with your customers on:
Online appointment booking is an essential web-to-store strategy for brands providing services to generate a constant flow of customers at the point of sale. By using a dedicated solution, such as Agendize :
In retail, the appointment allows you to plan your visit to collect an online order, as with click and organize.
Bring digital to the store for the most in-a-hurry, autonomous, hyper-connected customers:
Augmented stores have become an extension of the shopping journey started on the web. The boundaries between the web and the physical world are finally blurring, and the customer experience is becoming unique.
Faced with ever more connected customers, the user experience on digital tools must be carefully thought out. To create a fluid and phygital customer journey, remove any blockages or possible friction points and focus on the comfort provided to the customer during their purchase:
Customers are also increasingly demanding and want to have a personalized customer experience. Build up a solid customer database that can trace all the history of behaviors and exchanges that have taken place between customers and your brand.
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