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From Web to Store to

Digital in StoreConvert your online visitors into offline customers

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introDuction

Digital retail and traditional retail evolve differently however they are not mutually exclusive.

The “Web to Store” is a trend that allows any brand to combine the two in order to completely control the sales funnel. Several techniques help to engage customers from the first online point of contact to the conversion into a physical and digital point of sales.

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the marriage oF phySical anD Digital SaleS

“Web to Store” is part of a conversion funnel, a tunnel driving online visitors from your website or an application, to a store to turn them into customers. The goal is to create qualified in-store traffic and drive new sales thanks to a positive online user experience.

We also call it “SoLoMo”, a concept composed of 3 facets:

• Social: visitors come from social networks or applications

• Local: they physically move in the desired location (often points of sales, but also shows or events)

• Mobile: they are always connected to their mobile device which allows them to link social and local dimensions

*Although the digital retail grew by 13% in 2013, the physical retail maintains a large part of sales in all sectors with 9 out of 10 sales made in stores.

* Source Forrester and Kantar

SociaL LocaL MobiLe

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the marriage oF phySical anD Digital SaleS

Today, brands are looking into whether social networks generate revenue or not. “Web to Store” is a solution aiming to maximize the Roi of digital marketing campaigns including physical sales channels while making it easily countable. However that’s not all : the user experience is prolonged with digital outlets, shops as well as events. This is the “Digital in Store”.

in all cases, it is necessary to adopt a consistent cross-channel strategy by choosing the right tools and applying the good practices.

* Source : Publicis Shopper

Web to StoreDrive online users into physical stores to increase conversion rates.

Digital in StoreUsing digital devices in stores to increase customer engagement.

50% of sale point 3% on website

In addition, half customers entering a store buy a product, where the conversion rate of digital retail is limited to 2 or 3% in the best case.*

conversion rate

to Sum up

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“Web to Store” beSt practiceS

making pre-Shopping eaSy

They will visit your website, especially the pages describing your offers, prices and availability. You need to know that there are still some barriers to the direct online purchase: a lack of confidence, high-cost shipping, long delivery times and especially a need for human contact. overall, 3 out of 4 users practice RoPo (Research online / Purchase offline).

To meet this trend, “Click&Collect” systems have been set up by retailers. The principle is simple and effective while being complementary to conventional sales techniques: the customers order online and go to the nearest store to collect their items. after adopting the «click & collect» system, Galeries Lafayette found out that customers using it were also likely to buy additional products during their passage in store.

Help your future customers to find you before you consider this solution.

The pre-shopping stage is the second step of the sales funnel after advertising. The users want to learn about the products or services that can meet their needs.

* Source : Médiamétrie

3 internet users out of 4 do ropo : Research Online / Purchase offline*

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“Web to Store” beSt practiceS

The StoreLocator has indeed become an indispensable tool for both brands and users.

This type of service is especially effective when available on multiple devices (your website, a Facebook app and of course inside your mobile application).

* Source : Médiamétrie

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“Web to Store” beSt practiceS

uSing couponS

Making information accessible is a first step towards an effective “Web to Store” strategy. Now you need to actively drive traffic by inviting your customers or fans to visit your outlets. For this purpose it is perfectly suited to distribute coupons with an application.

Facebook has a feature allowing you to offer coupons to the fans of a page and promote the operation through advertising on the social network.

This feature is also available on Google+ and for an increasing number of countries.

it is also very easy to create a multi-channel application to spread coupons. This app can be installed on your Facebook page, used as a responsive website or embed on your website.

Your fans will be able to get their promotional coupon anywhere and on any device.

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The user geolocation has to be taken into account when creating this type of campaign. Maybe better: Take the user geolocation into account when you want to create this type of campaign.

it has two advantages:

1. You can push the coupon app to users with ads when they check-in near one of your stores.

2. The recommendation on Facebook by displaying the check-in in their newsfeed to friends and their family.

At least 6 out of 10 people are ready to check-in to receive promotions when moving.*

once they received the promotional coupon, your fans can use it immediately in stores and therefore become customers. coupons are also a great way to buildcustomer loyalty by offering regular special promotions.

“Web to Store” beSt practiceS

* Source : Publicis Shopper

Thanks to Kontest, you can create a Coupon app in a few minutes using the Instant Win. Moreover, you can make sure your coupons are spread to customers only during business hours.

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“Web to Store” beSt practiceS

launching a Scavenger hunt

There are many other ways to drive fans into stores in addition to coupons. one of the best is the Scavenger Hunt.

Like Jimmy choo, invite your fans to use Foursquare in order to find shoes in the city and win them. Jimmy Choo team members check-in in several different places in London and users need to find them before they move elsewhere.

Starbucks chose to use multiple channels for their Scavenger Hunt: blogs, branded sites and in-store QR codes allowing fans to decode messages, answer general knowledge questions and solve math problems.

Those who solved the puzzles won gifts brought into play by the famous coffee shop brand.

Kontest let you easily create your Scavenger Hunt app. Available on mobile, fans can see the venue they need to visit on a map and answer related questions to proceed to the next step. For example you can design a course to your shop on the final step.

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cuStomerS ServiceS

First goal completed: your fans have entered your store. Now it is easier to convert them into buyers. Do not forget to go through (and beyond) your sales funnel thanks to a “Digital in Store” experience.

The equipment in outlets plays an important role in personalizing the customer experience:

• They get exclusive offers depending on who they are and what they want

• They can easily find informations on a product or service

• They can quickly locate what they want in the store which thins their journey

• checking purchase history consultation and monitoring benefits earn through the loyalty program is simple

Digital in Store: uSer experience iS key

Consumers are mainly in favor for digital at point of sale: 75% of them are willing to use digital in-store services.*

* Source : Publicis Shopper

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“Digital to store” helps strengthening the customer relationship, including the phases of conversion and retention, facilitated by the habits already acquired by users:

Nearly 2 out of 5 mobile users use mobile internet in stores and 12% of internet users say that they use the online functionalites in shops.*

For example at clinique, a large brand in the beauty industry, the furniture is modernized with the arrival of connected tables. They help customers to learn about products and access “How to” videos.

in some stores, customers do not even have to wait for cashiers: sellers are equipped with mobile devices and are able to collect any purchase. The perfect example is the Karl Lagerfeld shop in Paris where customers are assisted from their arrival to their departure including the payment stage.

The culture of support and customer relationship initiated by apple with Genius bars is increasingly applied due to new connected devices which create a better visitor engagement, a greater long-term retention rates and ultimately a improved «Lifetime customer Value».

* Source : Médiamétrie

Digital in Store: uSer experience iS key

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ShopS entertainment

Uniqlo has set up photo studios in their popup stores coupled to a connected app. customers could add their photos to the gallery of the application and get a chance to win Uniqlo clothing through online votes. entries are visible on ut.uniqlo.com/l/.

“To highlight our range of UT t-shirts UT, UNIQLO created popup stores all over the world. We created an application called UT CAMERA in order to make people know about them. This app allows you to create animated 2-3 seconds long loops and share them on social networks. All our stores were equipped with a UT CAMERA booth where people could create their animations and directly enter contests to win various prizes.”

Thibault PaSQUeT, Marketing Manager, Uniqlo

Now that you use digital devices in your outlets, you are able to entertain your visitors. The goal here is to create an engaging experience for visitors by combining physical actions to digital devices.

Digital in Store: uSer experience iS key

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another example is adobe at the Salon of Photography in Paris in 2012. They launched an instant Win and made it available to visitors in their booth. Several hostesses were equipped with iPads and invited people to enter. The winners walked away with the prizes they won on the booth.

This kind of operation is a remarkable experience that creates a positive feeling among customers whose commitment goes beyond a virtual participation. building a bridge between online visits and offline purchases through several contact points increases the propensity of the user to socially recommend a brand and engage with it.

Digital in Store: uSer experience iS key

ShopS entertainment

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concluSion

In view of the online and offline retail trends, “Web to Store” has become a consistent and effective way to create traffic in physical stores and convert visitors into customers thanks to entertainment throughout sales funnel.

Therefore you have to provide all the tools that your potential customers need to get into your outlets and create a striking and engaging user experience in order to acquire them as clients and improve customers loyalty.

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