PAMBIANCO NEWS
RetailTune: a well-managed omnichannel strategy increases in-store turnover by 100%
RetailTune: a well-managed omnichannel strategy increases in-store turnover by 100%
Does digital actually increase in-store traffic? Does Drive to Store work? RetailTune, the Drive to Store platform which helps people go to the right place at the right time based on the products they are looking for, has conducted a survey of 400 online users about it.
Retailers and wholesalers are increasingly oriented towards intercepting the omnichannel consumer, the one who buys everywhere (online, offline, on life) but especially the one who searches for information online before buying. Some researches show that more than 80% of consumers consult more than 8 sources of information before proceeding with the purchase. An exploratory phase that results in calls or WhatsApp messages to the store, get directions, in-store appointments, Back in Store or Reserve in Store.
But do Drive to Store and Local Digital Marketing strategies actually manage to encourage consumers to visit the store? According to a research by RetailTune, 42% of online users contacted by the store manager after a Back in Store request go to the store, and 45% purchase the item, half of them more than one.
These percentages increase considerably if the user asks to reserve a product in store. In this case, 75% of users who have been contacted by the boutique go to the store, and 86% buy the desired item. Also those users who are not contacted purchase, but only 15% of them.
“Omnichannel is a concept increasingly discussed in conventions, events and conferences, and currently a great challenge for companies. We have always been persuaded that digital is also physical and made of people, who have needs and wishes to be satisfied in a specific time and place”, says Claudio Agazzi, CEO and founder of RetailTune. “Our survey confirms what we have always claimed. Drive to Store is not only for a round table discussion, but has a real dimension, and if well-managed is a source of business.”
The survey results have suggested to RetailTune that those who are not contacted by the store after a request go less to the store and buy less. This is why giving an answer to the requests of those who are interested in a brand or in a specific product is essential to increase customer loyalty and in-store traffic, thanks to tools that help turn online requests into offline sales.
“What was missing was a support to stores in handling requests daily, this is why we created AppDate”, ends Agazzi, “the B2B app which allows store personnel to answer every request that users make (new appointment, information, Back in Store, Reserve in Store, new review or new chat on Google) directly from their mobile phones, everywhere and in real time, thanks to the new push notifications”.