Leads to storage, for a specific relationship

With the digital and the complexity of the new dynamics, it is necessary for retailers and producers to focus on all those activities that bridge the gap between online and offline.

In marketing and communication the concept of driving in the store It has long been present – for example in flyers or events inside / outside the store – but only with the entry of complexity and digital into our daily lives has it had an extraordinary acceleration, diversification and exponentiality. It is precisely with the complexity, which illustrated the interconnection between things and shuffled the factors, giving rise to new glocal dynamics, that diversification – due to technology, digital technology, the globalization of marketing – and the ‘exponentiality – for speed and super fast incremental effect. .

Stores interact with consumers

Shop Fully used, with Autogrill Italy I Coca-Cola Hbc Italy, the HI! (Hyperlocal intelligence). Its use and that of the Coca-Cola Hbc Italia beacon network has made it possible to reach the total number of consumers geolocated in and around the Autogrill stores, with a 19% increase in visits and an incidence of receipts related to the promotion. 3.% higher than the national average of Autogrill Italy.

The momentum to store today is of extraordinary importance and has strategic and operational impacts on economic and commercial activities. As we move the academic and professional literature, as well as the daily market experience, all brands, producers, distributors and services must have this activity clearly present in their operational strategies and activities. The drive to store makes the relationship with both end and intermediate customers (distributor) concrete and tangible.

Talking to end customers, introducing them to the product / service, the presence in their territory, the points of sale (physical or digital) and communicating how to get there, is fundamental in the economy. of attention, fluid trade, planetentrism and the connected world. Especially at a time when distraction, difficulty perceiving the product / service, proximity (physical and emotional / emotional), are critical success factors for traveling the last mile and shopping.

Tools for understanding the storage unit

In a messy environment (chaotic path of the end customer’s purchase phases, ed.), It becomes strategic to understand how to activate a pre-store, store, store, in-store, out-of-store (for everyone, but especially for those with partial, selective coverage, exclusive distribution).

Driving strategy for storage: declination of the marketing and communication strategy towards the points of sale, how to operate with the channels / brands in the area.

Driving operations for storage: digital assets, mobile advertising, store locator, product finder, googelMyBusiness, local facebook, geofencing, YouTube geolocators (e.g. Waze), partners like TripAdvisor, local media (physical or dooh), programmers, local partnerships, events, etc.; agreements and collaborations with chains to operate their physical or digital media, publishing calendars and in-store activities; follow customer after sales.

Instruments: First, the intelligence, competence, and resources of management and the organization by activating the drive to store. Then, in the pre-store phase: localized social brands (Facebook, Instagram, Twitter, TikTok, etc.), geomedia brand but also localized social brands + retailers (e.g. social retailers), dem (direct email) in the catchment area. , drive to eTail, loyalty cards, flyer (physical or digital); to store: wi fi, wi fi captive, QrCode, Bluetooth, gamification; in the store: smart shelf, in-store experience, digital signage, physical experience, in-store radio, carts, in-store gamification, etc .; postal store: loyalty cards, digital assets (e.g. dem, social).

Seamless trade

By using TrendOne we share some Trends (mega, macro and micro) that can be useful for identifying trends, innovation fields and success roadmaps through real cases. Physical retail is changing because with the rise of e-commerce, new incentives need to be created for customers to continue shopping in-store. More than ever, the goal is to create a special in-store customer experience that benefits from the use of new technologies along with online data and combined with new services.

The customer journey is optimized to facilitate effective and rich shopping experience. In the case of hybrid purchases, physical retail is intentionally integrated into the customer’s digital journey to combine the two sales channels. Clients they use their smartphone to get more product information using Qr or Ar codesto participate in contests in which the store and its products participate.

In-store digital experiences take an individual, hyperlocal shape to provide customers with personalized information and environmentally friendly products.

The American start-up Infopop has developed an eponymous app that can be used in stores, for example, to provide information through augmented reality. To do this, users scan a QR code to search for a product with the help of Infopop. Then they see the raised arrows pointing them to the right product shelf in the store. Infopop also allows users to leave virtual notes at home for selected family members without using paper. Additionally, you can tag items such as books on the shelves to find them quickly using the app.

* president of Retail Institute Italy and partner of Beready

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