Share on facebook
Share on linkedin
Share on twitter
Share on facebook
Share on linkedin
Share on twitter

How to Convert Your Offline Customers Online

Consumers in Asia Pacific are increasingly choosing to shop online rather than in-store, and by 2021, e-commerce sales will account for more than a quarter of all retail sales in the region.

Despite the growth of online retail, in-store experience is still unbeatable from an experiential perspective, setting the tone for your brand and allowing customers get hands-on with the products. Ideally, your in-store customers would shop with you online as well. So, how do you convert those offline shoppers to online?

There are a range of artificial intelligence (AI) techniques that can help you bridge the gap between in-store and online experience. Used correctly, they will offer your customers the best of both worlds.

 

Why Convert Offline Customers Online?

If you want to boost online sales, attracting new customers should be high on your list of priorities. However, another approach is by converting your in-store customers from offline shoppers to online.

Increasing online sales is not only good from a profit perspective. It is also smart business when you look at the long term.

By catering to your customers’ needs online as well as offline, your brand will play a bigger part in their lives, and hence occupy a more important space for them when it comes to making crucial purchasing decisions.

It will also safeguard your business should you ever have to go online-only, as many companies are. By establishing a significant online presence, you will have a head start should business rates get too high or it is no longer cost-effective to operate a physical bricks-and-mortar presence.

 

Leveraging Data to Take a More Targeted Approach

So how do you convert offline customers online? This comes down to data. Consumers are more visible online, meaning you can leverage AI and data to better understand them and cater to their needs.

The first step is to combine customers’ offline and online data and letting AI crunch it to create a holistic customer view. Offline data includes customer relationship management (CRM) and that garnered from customers’ in-store activities, such as loyalty cards and questionnaires. Online data covers their browsing history with relation to your website, purchases, and which products they have viewed and/or added to their online shopping cart without completing a purchase.

For example, a bricks-and-mortar shoe store wants to push existing customers to its online store. It would start by uploading all the data to a data science platform, such as AIXON, which will select customers who have not shopped in-store for six months or more, and use AI to gain unprecedented insight into their behaviors, intent and habits.

To further refine and enlarge your customers, you can leverage external data, which encompasses customer activities on the wider web, and isn’t just limited to their interactions with your website or brand. It can include their wider search and browsing history (including which other products they have viewed or bought), what they have written/liked/followed with their social media accounts, as well as their demographic information like their age, sex and location.

All of this information will help you determine their interests outside your channels, so you can focus on those customers most likely to convert or engage with your products. This will also help you refine your audience and how you approach them.

For instance, the mentioned shoe store could use all this data to refine its target audience to only women aged 25-34 who have searched online for running shoes, but who haven’t made a purchase in six months or more. Then it is just a case of exporting the contact list to Facebook and pushing them an advert with recommendations for running shoes. And if they don’t bite straight away? Get back in touch a few days later with a money off voucher. Simple, yet highly effective.

Converting offline customers to online is a valuable way to safeguard and future-proof your business. Not only that, it will also allow you to know more about your customers, enabling you to serve them better and maximize your ROI.

 

AIXON – Our data science platform uses most-advanced AI models to help you understand and predict your customers’ future behavior. Request your free demo now.

WE ARE HERE TO HELP

Let us know the marketing challenges that you’re facing, and how you want to improve your marketing strategy.

YOU MIGHT ALSO LIKE

Ask the Experts: Rich Wilson of Deviance.ai on the Evolution and Adoption of AI

We recently spoke to Rich Wilson, Founder of Deviance, on the current adoption of AI and data, the impact of technology on some of the key industries, and how to strike a balance between data privacy and customization.    You have founded and helped build a number of AI and data businesses, including in the marketing space. Tell us a bit about your experience and what you’re working on now. I have a background in software development, and during the dotcom boom I built some of the first online stores for companies like Motorola, Homebase and Ocado, and through that I was introduced to the commercial side. I found I really enjoyed being out of the office talking to people, and I realized my skill is translating technology into business and back again. For the past seven years I’ve been working in the language analysis space and generally working with data. I’ve set up a hedge fund on the back of an experiment with fast-moving data sets, applying AI to trading. My most recent business is Deviance, which uses AI to deliver unsearchable insights. We help brands and businesses understand how people are really feeling, helping them understand audiences at

How Brands in Asia Are Paving the Way for a Post-Pandemic Recovery

The COVID-19 pandemic has radically changed our lives. The lockdowns and social distancing measures that were put in place across the world have left a lasting impact on consumer behavior, some of which can be expected to continue in the post-pandemic era. There has been an understandable shift in consumer preferences owing to the impact of the pandemic on the economy, jobs and financial health. Consumers are holding back on luxury spending to focus on essentials. A McKinsey survey shows that 46 percent of consumers in South Korea are changing to less expensive products to save money. There has also been an uptick in online purchases. A recent report released by Facebook and Bain & Company shows that at least 44 percent of digital consumers across Southeast Asia have spent more on packaged and fresh groceries online during the pandemic, and among them, at least 80 percent will continue buying online in the future.  All these will have long-term implications for businesses, and it is still a long way to recovery. However, countries like China, South Korea and Singapore in Asia, the region first hit by the pandemic, have already seen businesses take the lead to reopen. We have hand-picked

3 Ways to Capitalize on Mother’s Day

Mother’s Day is an international celebration of mothers, with many countries in the Asia Pacific such as India, Japan, Singapore, Australia and the Philippines choosing the American date – the second Sunday in May – for recognition. In the US, Mother’s Day is the second highest gifting holiday after Christmas while in Asia Pacific, it is also emerging as a significant opportunity on which brands can focus their campaigns. As an emerging gifting occasion, Mother’s Day requires a lead-up promotional period to prepare and motivate consumer to purchase gifts. Reminders and recommendations driven by artificial intelligence (AI) can help brands reach a wider range of consumers with more targeted suggestions, increasing the chances of conversion but without losing the human touch of having one gift selected for another. Here are three ways AI can help.   1. Promote the Occasion A couple of weeks prior to Mother’s Day you should start to build your audience for this campaign, using AI to collate both existing customers and lookalikes. A reminder is that there is more to this market than ‘people with mothers’, and you should be using AI to tease out some of the more nuanced segments. For example, people with