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 drive to store has been present for a long time – for example in flyers or events inside and outside the store – but only with the entry of complexity and digital into our lives. daily has accelerated. an extraordinary diversification and exponentiality. It is precisely with complexity, which illustrated the interconnection between things and shuffled the factors, leading 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. .
The drive to store today is of extraordinary importance and has strategic and operational impacts on economic and trade activities. As we move the academic and professional literature, as well as the daily experience of the market, all brands, producers, distributors and services must have this activity clearly present in their strategies and operational activities. The drive to store makes the relationship with customers concrete and tangible both final and intermediate (retail).
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, planetcentrism and the connected world. Especially at a time when distraction, difficulty perceiving the product / servicecloseness (physical and emotional / affective), are critical success factors for traveling the last mile and shopping.
TOOLS TO UNDERSTAND
In a messy environment (chaotic path of the purchase phases of the end customer, ed), it becomes strategic to understand how to activate a previous store, to store, inside the store, outside the store (for everyone, but especially for those with partial, selective and exclusive distribution coverage).
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 with their physical or digital media, editorial calendars and in-store activities; follow up after sales to the customer.
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) to 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).
By using TrendOne we share some Trends (mega, macro and micro) that can be useful to identify 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 the 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’s journey is optimized to facilitate effective and experience-rich shopping. In the case of hybrid purchases, physical retail is intentionally integrated into the customer’s digital journey to combine the two sales channels. Customers use their smartphones to obtain additional information about the product using QR or Ar codes, to participate in contests related to the store and its products.
Digital experiences in the store they take an individual, hyperlocal way to offer customers personalized information and products tailored to the environment
Stores interact with consumers
ShopFully used the HI! with Autogrill Italia and Coca-Cola Hbc Italia. (Hyperlocal intelligence). Its use and that of the Beacon network of Coca-Cola Hbc Italia 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.
USE TAG AR TO FIND PHYSICAL OBJECTS
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 this end, 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. In addition, you can tag items such as books on the shelves to find them quickly through the app.