Beyond E-commerce: Driving In-Store Traffic With Email Campaigns
Although global e-commerce is estimated to rise 20.7 percent in 2019 to US$3.535 trillion, it still only accounts for less than 15 percent of total retail sales worldwide. Most consumers would still want that in-store retail experience. While there are many digital tools to boost online sales these days, what about driving in-store traffic? The good news is, some of those same tools can bring people into your shop as well as help direct them to your website.
The most potent of these is an email marketing campaign. According to eMarketer, 80 percent of retail professionals say email marketing drives customer acquisition and retention – that is more effective than both organic search and social media. In Asia Pacific, email sales are almost equal to those sold through a company’s website (14.4 percent compared to 14.8 percent, respectively), according to Deloitte.
So, how can you harness the incredible power of the email marketing campaign to drive footfall into your bricks-and-mortar stores?
No Limits: Why Email Campaigns Are Not Just for Online Sales
Because of their digital nature and convenience for customers, email marketing campaigns are commonly used to drive online sales, such as using online discounts and vouchers, remarketing advertising, sales reminders and new product launches. However, by focusing solely on online sales, you are only using half of an email campaign’s potential.
By delivering an email campaign with a voucher to use in-store, or an exclusive invite to an event in the store, you will be able to entice your customers to visit your physical stores, and offer them a more personalized retail experience, which could bring in more sales. This could be as simple as a pleasant exchange with customer service staff, seeing another product ‘in the flesh’ that they might like to buy, enjoying the facilities such as an in-store cafe or eatery, or having a dedicated personal shopper.
In-store retail experiences like these can help increase customer retention and return on investment (ROI), as well as make a real difference to your bottom line – according to PwC, companies that offer valued, great experiences can charge up to a 16 percent premium for their products and services compared to companies that do not. Bringing customers into the store in person is an obvious way to do that.
So how do you craft email campaigns that drive in-store traffic?
Appealing to Both In-Store and Online Customers
The trick is to treat in-store customers just as how you would treat online ones. That means utilizing the power of artificial intelligence (AI) to crunch and unify data across all channels. These can be ones you own – like EDMs, content management system, your website and app – as well as external sources like third-party websites.
Using a capable data science platform driven such as AIXON, you can create a holistic, three-dimensional view of each customer including their habits and preferences, and then run AI models to predict their future behaviors. You can then target your marketing messages via email campaigns with pin-point accuracy to appeal to their likes.
This is a much more granular approach than traditional targeting. The traditional approach only takes into account customer demographics and geolocations, which put customers into very broad segments based on these basic metrics. AI-powered data science goes beyond this by analyzing customers’ internal and external behaviors and interests, and creates segments based thereon. That way you can appeal to what customers are actually interested in, instead of what you think they might like. It removes the guesswork, backing up each branch in the decision tree with hard data.
By tapping into this data-based enriched customer view, you can predict with a high degree of accuracy which items certain customers will be interested in seeing in-store, as well as which store is the most local and convenient for them to visit. The result? Hyper-personalized marketing messages that are highly likely to convert browsers into paying customers.
AI-powered data science is the new frontier for marketers. By exploiting its potential, you can create email marketing campaigns that simultaneously drive traffic both in-store and online, maximizing ROI and capitalizing on your in-store experiences.
WE ARE HERE TO HELP
YOU MIGHT ALSO LIKE
Remember the last time when your sales call was cut short by a prospective customer due to irrelevant recommendations? Sales is all about making a personal connection and anticipating the customer’s needs, but doing so over the phone can be challenging – especially if your sales agent isn’t armed with relevant information about the customer on the other end of the line. By leveraging data and artificial intelligence (AI) to build up a detailed picture of each customer’s behavior and interest, you can quickly improve the quality and effectiveness of your outbound sales calls. The more personalized your pitch, the easier it will be to engage the customer, respond to their demands, and drive sales. 1. Create Buyer Personas of Your Ideal Customer How well do you know your audience? Use customer data effectively, and you can build up an accurate portrait of audience segments based on their interests and behaviors. With this information, you can identify the most valuable audience for your outbound calls, and craft a far more relevant marketing message. Making sense of mountains of customer data can be time-consuming, however, by using AI-driven data science platforms to do the heavy lifting, you can just focus
Alibaba pledged that this year’s Singles’ Day shopping festival will be the largest-ever in terms of “scale and reach“, and marketers can now use personalization powered by artificial intelligence (AI) to get the most out of this golden opportunity. The one-day shopping extravaganza will take place on Nov 11, which marks its 10th anniversary. As Alibaba is taking the event global this year, around 180,000 brands from China and abroad will offer promotions and discounts to shoppers. The Chinese e-commerce giant is also offering 3,700 categories of imported goods from 75 countries and regions on Tmall Global, its dedicated cross-border portal. Lazada, a Singapore-based e-commerce site with US$4 billion investment from Alibaba, will participate in the shopping event for the first time. It’s expected to attract buyers across Indonesia, Malaysia, the Philippines, Thailand, Vietnam and Singapore. To fight for shoppers’ share of wallet, many brands start to showcase their best promotions weeks ahead of the day. But how to stand out from the crowd in such a high-stakes game, and engage with the right audience with the right message that will maximize conversion later? Here are three steps that how you can nail your marketing for Singles’ Day through AI-driven
For marketers today, the holy grail is no longer just customer acquisition; rather, they are increasingly focusing on growing the lifetime value of the customer by improving customer engagement and retention. Artificial Intelligence (AI)-powered solutions can help achieve this through hyper-personalization and a seamless user experience across devices. In an earlier blog, we discussed how personalized marketing could drive better conversion. For online businesses, personalization forms the backbone of user experience and revenue growth. However, in a survey conducted by eMarketer, 91 percent of decision makers acknowledged that their companies needed to improve their personalization capabilities. Many enterprises are unable to truly personalize their marketing campaigns simply because they lack the single customer view (SCV) that is essential for personalization success. The Limitations of Marketing Automation Tools in Developing an SCV Put very simply, SCV consolidates customer data from your different marketing and customer service channels in one place; thus, offering a complete and comprehensive view of your customer. This, in turn, can help you create better targeted and personalized messages that boost interest, engagement and conversion. But implementing this is easier said than done. Across the region, companies face a number of challenges when it comes to effective