FEATURE
Digital Marketing Strategies Retailers should be using As a retailer who wants to stay competitive and present in the market, digital knowledge and expertise is needed. The Retail People Magazine is privilege to have a chat with Christian Farioli, CEO & Digital Marketing Lecturer and Strategic Advisor of ESD FZC. He gave some helpful tips on what are the best strategies retailers should use to target today’s generation.
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et’s suppose you already have a marketing strategy; if this is not the case, I invite you to jump to the end of the article, where you can find a really simple shortcut to follow.
1. Customer Data: The new challenge Now, we can all agree that today, the amount of data at our disposal is enormous; the possibilities and ways of gathering data from social media, web sites and POS (physical point of sales) are growing and evolving every single day. The real challenge is no longer collecting data, but analyzing it correctly. To gain a full insight means understanding people’s behavior and being able to track activities on timing and ways they interact on social media; sign up for newsletters or make a purchase, so we can reach them accordingly and, as a final goal, tailor the communication to them. Retailers are becoming increasing aware of the urgency in using and analyzing data to target potential customers, optimize the experience and shorten the distance between online and in-store approach. We are talking about 69% of retailers who are aware of analyzing data to target potential customers. The percentage is set to grow consistently moving forward.
2. Data to Enhance Customer Experience. So what are specialists aiming to when analyzing data?
The number one priority is to enhance customer experience and differentiate from other brands and competitors. Being able to understand how, when and where to communicate to each potential customer is the most powerful and effective solution to optimize a ‘call to action’ in making a purchase or choosing the brand instead of another. In retail it is all about the experience; a joined-up approach to data is part of Omni-channel marketing that can really make the difference.
3. Retail is about the experience. Why don’t you enhance it with digital?
Artificial Intelligence Technology: The reason why the popularity of Chatbot is growing is linked to a 24h service, an instant response and a quick answer to simple questions. Voice technology is also a great tool and it has made great steps in the home market, but only 6% of retailers recognize the opportunity for the sector. We could say a great opportunity! Looking at the latest research on customers’ behavior, we see a good 40% of people using a Virtual Assistant enabled-device to make a purchase, and this number is expected to grow to 48% by the end of 2020.
4. Proximity Marketing can hit close to home
Proximity Marketing is our chance to utilize mobile devices, WiFi, RFID technology to help retailers connecting directly with customers, the right ones. Malls and retailers can attract people from the neighborhood, with geo-targeted campaigns that can increase footfall by 300%. The results are extraordinary. Let’s think about what certain stores are doing with push notifications: they draw customers in the area by alerting them to deals or promotions.
5. Time for Action: Investing in Digital Skills As a retailer, to make sure he is communicating to targeted customers the right way using the best tools to be competitive and present in the market, digital knowledge and expertise are needed.
46. RETAIL PEOPLE . JAN-MAR 2020
