Today’s consumers expect the best from the retail brands. They would like that brands are available when and where they need them, and the growth of the mobile channel touch point is the most natural consequence.
Consumers using their smartphones while being in the shop
Accesses to the brand’s website or to its mobile’s app
Accesses to the competitor’s website or to its mobile’s app
The digital and the analogical worlds are colliding, creating the possibility for the brands to build new interactive experiences together with their customers, in physical areas. In FAR Networks we dedicate ourselves to create new solutions for the retail, helping people and optimizing the Customer Experience.
Our final aim is to use the digital world to make things better in the analogical one.
The opportunity to attract the visitors in a shop through the mobile messaging. The right message in the proper place and moment catch the attention of the customers increasing the number of visits and the value of the medium spending power.
Push notifications can increase the brand awareness and the number of visitors in the stores. But how can profits be linked to a specific push notification?
Each push notification brings the users to a special coupon with a traceable bar code. The user can get its discount by presenting this coupon to the register and it will be possible to link the coupon to the relating selling activity.
This function allows the consumer to go on looking around, instead of searching the products he needs.
It is a useful strategy when a brand wants to maintain a good quality service to its clients even in case of lack of personnel.
IN PRACTICE
The customer Marta C enters a shop and starts looking around, when a push notification is launched on her mobile phone: “in our shop there are two shop assistants available for you. If you’d like to use this service, just check-in and they will reach you”.
It becomes possible to have a remote management of sensors and actuators to analyse, modify and control the features of the environment, such as:
Marketing can intervene in a more focused way on the Customer Experience of the users receiving a real value in the services offered.
The opportunity to get awareness on the customers’ behaviour and the performance of the shop, relating them to the ones of the other surveyed stores.
A deep immersion in the customers’ behaviour to weigh their number of visits, their break times, their paths and their preferences. These data will be used for optimizing the operations and evaluate the success of the marketing programs.
An App for mobile can take advantage of the localization tools of the smartphone itself. A brand can use these functionalities to better mark its local areas and the areas of its competitors, so that its customers can receive a notification with a specific promotion as soon as they are in proximity of its shop.
The success of these campaigns in the world shows the power of a precision targeting. This kind of accuracy is possible only thanks to technology.
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