Getting your customers to walk through your retail store and turning that into a good sale, is something that most retailers aspire for. But in today’s testing times, it is important to capture the context to capture the audience. The context is where the attention is. So, we have to tap into that right emotion and drive the personal connect with customers that result in increased footfall.
Retail footfall is the number of people at your store or the traffic you are getting at a given time. Increasing foot traffic of your business includes a detailed understanding of retail analytics insights. Retail marketing and promotions are also ways to increase the engagement of your business.
Let’s take a look at how to drive in-store traffic :
Customer Experience : Invest in Technology
Customer analytics continues to be one of the biggest investments of recent times. According to a Gartner’s report published in 2019, 75% of the organisations surveyed, have increased their investments in customer experience technology in 2018.
While the customer has always been the king, the current situation of a global pandemic has accentuated the importance of customer experience. Brands that understand and excel in smooth, convenient and engaging customer journeys are going to be resilient and successful in the long run.
Our retail POS iRetail, with its retail analytic engine, offers consumer insights, captures current market trends, and helps retailers with real-time stock performance management.
Hence, it has become imperative for companies to invest in technology to improve customer experience and gain deep customer insights.
Empower employees to satisfy customers
Customer experience is intricately related to how your employees are performing. Fostering a customer-centric culture among your employees is vital for your business to connect with your customers. In order to provide excellent service, one must make sure that their employees have the ability and the flexibility to offer the best. For example, at Nordstrom, their official return policy is, ‘we don’t have a return policy’, as their service is that fantastic. Successful alignment of all business strategies of your employees is crucial to increase engagement.
Today, one of the biggest consumer contexts is that they are up-to-date with all the latest trends. It is important for retailers to constantly update their store displays and use relevant themes to grab attention. Depending on the relevance of products, using trendy elements and pop culture references is an effective and interesting add-on. To grab more eyeballs, a lot of brands do influencer marketing, along with the promotions. This is also a great way of increasing engagement. When customers see the people/ influencers they look up to and trust, using your products, they naturally develop an interest.
Partnership & Collaboration
Brand partnerships and collaborations give retailers the advantage of better customer growth. To respond to competition in a better way and to drive more footfall, collaborations remain a vital strategy for retailers. Sharing resources and improving customer experience is a win-win situation for retailers. Brands also must focus on developing shopper-led partnerships to enhance customer responses.
For example, IKEA in 2018, launched ‘Co-Create IKEA’, a digital platform encouraging customers to give product suggestions, connecting with innovation labs and running boot camps with entrepreneurs. Hence, by creating strategic loyalty programmes partnership, retailers will add value to the current customer journey and get better market penetration.
Changing trends in marketing
The mass adoption of the internet in our everyday lives has changed the face of marketing over the years. Brands are moving towards digital marketing over traditional, realising its perks. Digital marketing satisfies the four P’s of marketing strategy- Product, Price, Place, and Promotion - on a daily basis of the user’s interaction on the internet.
One of the limitations of traditional marketing is the lower scope of interaction between consumers and brands. Traditional marketing also results in high investment costs with little guarantee of high return. While in digital marketing, content is created keeping in mind the targeted audience, creating high returns and more engagement. In the B2B segment, LinkedIn marketing is increasingly used by thought leaders and industry experts to talk about their business and products. 94% of B2B marketers are actively engaging in marketing on LinkedIn while 90% of B2C businesses report social media as being the most effective content marketing platform. According to a Forbes Insight, customers conduct online research about a product, then prefer to buy it in person. We can see many leading brands like Amul, Zomato, and Fassos, participating actively in digital marketing and engaging audience on various social media platforms with interesting and thought-provoking content. As the society is shifting towards digital transformation, businesses are using digital marketing as the most active and impactful form of business strategy.
Give your customers what they need!
Understanding what your customer needs and delivering that exactly at the right time is what sets big brands apart. With real-time interactions and better customer analysis, mastering the contextual need of consumers becomes that much more simple. With iRetail Suite, take a deep dive into customer insights to generate effective promotions in your store for an enhanced footfall. Request a demo for our POS and experience a seamless and successful business workflow.