Using Mobile Retail Analytics to Stay in Touch with ShoppersPosted by Sriram Subramanian on April 30, 2013
Shopping in stores involves a lot of looking â€” browsing without buying is an accepted part of the shopping experience. But what if you could follow up with shoppers after theyâ€™ve left your brick & mortar store to find out why a particular sale didnâ€™t happen?
Today, store owners have no idea why a shopper might pick up an item in a store and then put it down again without buying it. Although some good guesses might be:
- Not enough information (or recommendations) on the item
- Long line to checkout at register
- Desire to compare prices elsewhere
- Not enough incentive to purchase
Step One: Give customers what they want.
With the lines continuing to blur between traditional retail, mobile, and e-commerce, store merchants are exploring new ways to anticipate and address shoppersâ€™ needs. For store owners implementing mobile commerce apps like ShoppinPal, this means offering shoppers who are â€œjust lookingâ€ a way to learn more about a product he or she may be interested in using their mobile phones. It may also mean using mobile technology to show related items and offer product recommendations, offer rewards and incentives to purchase while customers are physically in the store, and allow them to checkout using their mobile phones.
Step Two: Follow up on captured shopper intent data.
But after youâ€™ve addressed your customersâ€™ immediate in-store needs, there will still be those customers who choose not to buy â€” even after expressing interest in a particular product. For those customers, your best bet is to follow up with them after theyâ€™ve left your store. This is where the retail data youâ€™ve collected using mobile app technology becomes invaluable.
As store shoppers check for product information on their mobile phones, or check for customer rewards or product recommendations, that data is automatically captured and made available to the store owner. We call this â€œshopper intent dataâ€ because it captures a shopperâ€™s interest in a particular item. It can help you as a store owner gauge that shopperâ€™s intent to buy at a later date â€” and can also help you pinpoint why the in-store sale didnâ€™t happen.
Once youâ€™ve captured intent data, itâ€™s relatively easy to follow up with shoppers by creating highly targeted email and mobile offers just for them (see example below).
These email and mobile offers might include discounts for an item browsed in store, special offers for similar items, or customer rewards good for their next in-store purchase.
To learn more about capitalizing on shopper intent data, download our Analytics Overview.
Step Three: Test and learn from your campaigns.
Over time, you can use retail analytics (such as ShoppinPalâ€™s analytics dashboard) to determine which email and mobile offers are effective and which ones arenâ€™t. The more you know, the more you can refine and target your offers to specific customers and customer groups.
The idea is to give store shoppers a reason to make a return visit â€” so they can make that purchase after all.
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