Did you know that 61% of consumers would rather purchase products from eCommerce stores that also have a physical site?
With people attached to internet-enabled devices, digital marketing has become a more critical function to allow retail brands to connect with shoppers.
Whether its digital vouchers or eye-catching emails, retailers are raising their digital marketing game in 2020.
In this article, we highlight the 5 best ways in which retailers can use technology to boost sales.
1) Integrated Multi-channel Shopping Experiences
The rise of multi-channel is sure to continue this year, with retailers offering customers a variety of platforms in which they can purchase products, both online and offline.
It is a vital strategy for retail business as being visible in more locations means more awareness and more opportunity for people to purchase products.
Retailers must ensure all customer-facing staff from order processing departments; website development and brick and mortar stores understand and comply with the company’s customer service standards.
DISNEY – An Excellent Multi-channel Brand
If you visit the Disney website on any device, you’ll have a positive consumer experience – FACT!
It begins with the opening of the beautiful, mobile-responsive website which displays and reads exactly the same as the App and computer-device website.
Once you have booked, you can use the My Disney Experience tool to plan your whole trip, from where you’ll dine to securing your Fast Pass. In the Disney park, you can use your mobile app to locate the attractions you want to see, as well as view the estimated wait time for each of them.
Disney takes it one step further with the release of its Magic Band program. This tool acts as a hotel room key, photo storage device for any pictures taken of you with Disney characters, and a FastPass + option to make the most out of your trip.
2) Self-Checkout Technology in Retail
Self-checkout technology may have been successful for a few years in supermarkets – but it’s now hot news in retail!
In fact, the global retail self-checkout market is expected to grow 10.3% year-on-year until 2024.
The idea of self-checkout in retail stores screams alarm bells with the complication of removing security tags, increase risk of theft and ‘unexpected item in bagging area’ on repeat.
However, statistics show 66% of shoppers prefer using self-service technology over having to speak to a shop representative. Similarly, according to a survey by Box Technologies and Intel in the UK, 90% of shoppers actively avoid stores with long queues and 70% even said they might not go back to a store with long lines.
With the rise of eCommerce stores, consumers are used to getting what they want (from information to products) instantly. And when they shop-in-store, they expect the same enjoyable experience at their own pace. We all know a long checkout process can ruin anybody’s mood!
ZARA – An Excellent Use Self-Checkout Technology in Retail
ZARA famously introduced self-checkout technology to their stores in 2018. The technology lets consumers purchase their items without having to leave the fitting room, therefore, avoiding any long queues and returning to purchase in-store and online.
Self-checkout terminals are a smart way to reduce lines without you having to increase building space.
3) Email Marketing and Retargeting in Retail
It’s no secret – email marketing has become immensely popular over the last decade. And with good reason: it’s incredibly effective.
This is why amongst all marketing channels, email marketing is the best method to stay in touch with your consumers.
Email marketing is about getting visitors to return to your website and persuade them to purchase 70% of them will abandon their carts.
Likewise, thanks to website retargeting tools, eCommerce stores can capture cookies and show visitors the products they were looking at specific webpages.
Retargeting ads act as a reminder – when visitors keep receiving new offers related to their previous searches, they’re much more likely to buy from a brand.
Jeweller Monica Vinader – An Excellent Use of Email Marketing in Retail
Monica Vinader, uses email marketing to introduce her latest collection to her audience and includes glossy visuals, encouraging audiences to “shop now.”
According to Campaign Monitor, Monica’s subscribers increased by 80% and 10+ hours were saved per month using automation.
The brand has a 3-part introduction journey inviting subscribers to shop collections, update their preferences and purchase luxury jewellery while on the move.
To make the campaign more personable, Monica sends a birthday email to the subscriber giving them a 10% discount code, increasing overall open rate by 50%.
4) Coordinated Content Marketing Strategy
By now, you’re probably sick and tired of hearing about how important content marketing strategy is.
In kissmetrics report, “poor-quality content has a far more negative impact on your company, causing it to drown in a sea of content that was created solely for SEO purposes.”
Content marketing is an inbound marketing tactic that helps brands to build an audience and achieve increased revenue, lower costs, or better customers.
Google – Excellent Use of Coordinated Content Marketing
Google pride themselves on providing users with search experiences that deliver what they are looking for.
On average, there are 3.5 billion Google searches made every day and with high-quality content and keywords, you can drive traffic and rank up the hundreds of billions of web pages.
Once you have a winning formula, all you’ll have to do is rinse and repeat to see the audience growth you’ve always dreamed of!
5) Augmented Reality in Retail
Augmented reality (AR) is completely changing shopping experiences with 75% of consumers now expecting retailers to offer an AR experience. It helps retailers appeal to more customers, including shoppers who are rushed or frustrated by crowds and long queues.
Argos – Excellent Use of Augmented Reality in Retail
Argos has created a ‘View in AR’ feature on its augmented reality shopping app. The latest feature makes it possible for shoppers to view full-size visualisations of products in their homes, providing a realistic and convenient way for consumers to try pricey items before making a purchase.
Not only does the app let shoppers see 3D products within their homes, but the new feature also allows them to see how many are left in stock and explore similar designs. It saves a lot of time and hassle of travelling to the local Argos store to return the item.
Additionally, with AR, the future of eCommerce is one where we move beyond the web page and the mobile app, and into a world where digital and physical are combined.
Technology has become a vital part of our lives and there’s no way you can ignore the key developments if you want to run a profitable and growing retail business.
Contact us today on 020 3008 4254 or info@spotlightrecruitment.com if you’re looking to hire an innovative retail marketing specialist for your company, talk to our team. Spotlight Recruitment is the leading marketing recruitment agency in the UK, hiring across marketing, communications and digital since 2008. Read our 5* Google reviews from candidates and clients to find our more.
