Businesses with a retail presence know very well that a strong omnichannel strategy lives and dies on having a single customer view. Storing offline and online shopping history in one place sounds awesome on paper but collecting personal information in-store is quite a challenge.
When buying online, customers have all the time in the world, so they’re more inclined to type-in their contact data or register to a loyalty program, especially since their phone or computer can auto-fill certain fields.
But in a brick-and-mortar environment, the same customers are less patient, unwilling to waste time on surveys in the middle of a shopping spree. Not to mention that manually writing down their information is just not a good user experience.
A loyalty program could provide the necessary incentive since an overwhelming majority of people are willing to share their personal information and have their activity tracked in exchange for personalized rewards.
But to successfully seal the deal, you need to ensure that the in-store user experience is up to snuff. We at Antavo offer three solutions to engage guest shoppers the 21st-century way:
Incentivized product interaction
Associate each product with a unique tag that customers can find in a little sachet attached to the product. By scanning the tag, people will be redirected to the loyalty program’s landing page where they can register or sign in.
Link each product tag to an instant reward that customers can unlock by accessing the Loyalty program. Such rewards can include coupons or little gifts (like a free lipstick or custom laces) that can be enjoyed together with the purchase.
This strategy works because customers need to have an account in order to redeem the reward. And if they don’t, the fear of missing out will motivate them to quickly enroll in the loyalty program. Pro tip: when scanning the code, redirect shoppers to a page displaying an image of the reward to further emphasize the value of the incentive.
Mobile Wallets are native applications that are present in both iPhone and Android phones. Your Wallet can hold multiple Mobile Passes, which can be a one-time coupon, an event ticket or a loyalty program membership card.
Customers can have their Passes scanned by the shop assistant (using a POS device) to redeem a coupon or have their point balance updated. Doing so ensures that they’ leave a footprint after the purchase, giving you valuable insight.
Another benefit of having a Mobile Wallet system is that you can target customers with personalized push notifications, using location-based technology. In other words, when they’re walking past the store, they receive a message telling them that their favorite product is now in stock.
If there’s something customers love even more than being rewarded, it’s being part of a great experience. The Loyalty Experience Kiosk — Antavo’s very own hardware-software solution — aims to turn the process of enrollment into something memorable; an act people genuinely desire to do.
The Kiosk uses NFC technology to make the registration smooth and exciting. Imagine a large tablet that loops a flashy animation, inviting customers to touch their phone to screen. Once they do it, the animation changes, congratulating them, while the phone opens up the enrollment page.
But the experience is only beginning. If they follow through and register, they can sync the phone to access various features on the tablet. For instance, after engaging with gamified functions such as the Prize Wheel or Sweepstake, the rewards aren’t shown on the tablet screen but on the phone, and it’s instantly redeemable during the checkout.
In short, NFC tech delivers value on two fronts: it makes the enrollment swift and painless, and at the same time increases footfall due to being a novelty.
6 reasons to give in-store enrollment a chance
With the solutions now at hand, it’s time to see what benefits you could reap from spicing up the store experience.
- First and foremost, you can significantly expand your marketing database with the contact information of the freshly enrolled buyers
- Even better, you have the means to retarget and nurture guest shoppers with follow-up messages or newsletters.
- In-store shoppers often have different preferences than their online-buying counterparts. Finally learning about their habits, needs, and wants is invaluable to engage them with personalized emails.
- Having a larger and more diverse pool of contacts also unlocks new possibilities for A/B testing, as you can send out news and coupons with store-related incentives.
- Being able to bridge the gap between offline and online purchases highlights customers who buy on both channels, showing you their true purchase frequency.
- And let’s not forget that interacting with an NFC-enabled kiosk or redeeming a Mobile Pass are great experiences, convincing people to visit your shop more often.
Naturally, collecting contact and personal information through loyalty solutions is just the first step towards faster, data-driven customer engagement. dotdigital and Antavo are hosting a marketing seminar, titled “How to boost your marketing with a loyalty program”, so if you’re interested in making your marketing communication more powerful, then book your seat here.