Aaron Glazer, co-founder and CEO, Taplytics
Retail is changing at a rapid pace and it feels impossible to keep up. With 79 percent of Americans now shopping online, this infiltration is leaving brick and mortar stores struggling to survive, recently evidenced by the shocking announcement of Toys R Us’ bankruptcy.
To stay relevant in the digital age, traditional retailers must embrace mobile technology to blur the line between physical and digital shopping experiences.
Digital is having a huge impact on in-store retail. Digital interactions influence 36 cents of every dollar spent in a brick and mortar store. Moreover, Walmart’s digital commerce is expected to grow sales by roughly 40 percent next year.
Modern shoppers seek a retail experience that caters to their constant movement between channels. Successful omnichannel retailers like Walmart, Target and Kroger streamline their shopping platforms with push notifications, mobile ordering and in-store navigation to give customers the fluid cross-channel shopping experience they expect.
Re-engage customers with Push Notifications
Push notifications are a powerful tool that can be used to personally communicate with consumers. Walmart uses push notifications to develop a relationship with each of their customers based on unique user insights. For example, they send product recommendations using push notifications based on previous search history and interests. This method helped Walmart increase user retention rates by up to 100%.
In addition, Walmart uses geo-based push notifications to send relevant information based on the user’s current location. If a customer is near a Walmart store, they will receive notifications highlighting location-specific offers to entice them to check out the promotion. Use personalized, well-timed messages to guide your consumers back into your store by identifying and acting on their habits and guilty shopping pleasures.
Encourage online shopping with click and collect
Click and collect is a feature that allows customers to make purchases online and pick them up in store. The Boston Consulting Group reports a 30% to 50% uplift in sales across all channels compared to traditional shopping.
Big-box retailers such as Walmart, Target and Kroger have already rolled out click-and-collect services and Amazon is swiftly joining the movement. Mobile devices, which accounted for over 60 percent of Target’s online sales on Thanksgiving last year, have evolved into shopping companions for people seeking convenience as they are continuously multitasking and on the go. Unite your online and in-store capabilities to let customers shop wherever and whenever without the worry and cost of shipping.
Make shopping efficient with in-store navigation
Picture this: You’re at the grocery store trying to find some fancy blue cheese for a dinner party that you’re hosting tonight. You can’t find an associate anywhere and of course, you’re in a hurry!
Big retailers like Target are solving this problem by integrating a “search my store” feature into their mobile apps to help customers find what they are looking for. Additionally, the app incentivizes impulse purchases by informing customers of deals and sales. Modern consumers frequently look to their smartphone when they have questions, which forces retailers to be present on mobile with answers, Siri-style.
A comprehensive omnichannel strategy is absolutely essential to surviving in today’s ultra-competitive retail world. Creating an app for the sake of having a mobile presence is not an effective use of your money and effort unless you use it to personalize and enhance your user’s’ shopping experience. Try out push notifications, click and collect or an in-store navigator to upgrade your game plan and get your users to shop ‘til they drop!
Taplytics specializes in mobile optimization, including A/B testing.