{"id":19427,"date":"2018-09-17T12:30:16","date_gmt":"2018-09-17T12:30:16","guid":{"rendered":"https:\/\/ucopia.weblib-test.com\/?p=19427"},"modified":"2023-12-13T09:55:52","modified_gmt":"2023-12-13T09:55:52","slug":"one-channel-strategy","status":"publish","type":"post","link":"https:\/\/ucopia.weblib-test.com\/en\/non-classifiee\/one-channel-strategy\/","title":{"rendered":"Focus on the ‘One Channel Strategy’ in the retail industry"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]\n

Single channel strategies: how to make points of sale\u00a0smarter?<\/strong><\/h1>\n

Digitization has transformed different facets of our daily lives and encouraged a sharp change in use cases. This is especially true in the retail industry where points of sale are key in the overall strategy. Today, 52% of buyers anticipate their purchases by combining on-site and online visits. The buyer\u2019s journey therefore leverages different channels, and physical stores need to turn smarter to attract such buyers.<\/strong><\/p>\n

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#1 Switching to data-driven marketing<\/strong><\/h2>\n

The very initial step in the digitization of points of sale is to leverage interactions with buyers to collect and process smart data<\/a>. This is the very purpose of a free Wi-Fi service available at the point of sale level: this service provides retailers with data that, in turn, delivers powerful insights into the behaviors of customers and prospects, and helps boost their overall experience.<\/p>\n

Meanwhile, the availability of 4G (and soon-to-come 5G) makes it possible to deliver broadband, in-store online access. Therefore, the mere availability of a Wi-Fi service is not sufficient: to encourage the audience to use that service, brands should couple it with incentives such as discount coupons, personalized advices, contests or goodies. This is key in enabling a data-driven strategy.<\/p>\n

Through their Wi-Fi service, retailers have access to metrics and data used for monitoring their activity and better know their visitors and paths<\/a>. Proximity Wi-Fi therefore helps analyze traffic, spot the most attractive alleys in a shop, or even adapt business hours to visitors\u2019 attendance. Furthermore, performances of offline campaigns can also be assessed by measuring the variation of visitor traffic at the point of sale pursuant to the execution of a campaign. The granularity of the information collected helps identify profiles and continuously fine-tune offerings and strategies.<\/p>\n

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#2 WI-Fi proximity marketing to engage with loyal customers <\/strong><\/h2>\n

According to the Smart shoppers survey conducted by Samsung in April 2018, only 49 % of retailers leverage digital technologies to customize their offerings. Yet, 66% of consumers claim that they expect more promotional information from their favorite brands, while 57% on them crave for more personalized offerings. Personalization drives loyalty. But to achieve it, retailers must deliver offerings based on proximity marketing on their points of sale. Therefore, once the customer connects to the Wi-Fi network of a retail store, ultra-personalized marketing can be implemented to achieve the following:<\/p>\n