Tradigital Marketing: How to integrate traditional & digital for maximum results

There is a paradigm shift regarding the way people consume marketing messages. Traditional marketing might be the conversation starter but digital is the new destination as usually the first portal to get more detail (think Google). In other words, it is not “traditional” vs. “digital,” its “tra-digital” that will generate better results. The same applies for traditional instore environments.

Using digital platforms like digital signage in traditional spaces can not only assist in increasing sales at point purchase, assist with wait warping (the perceived wait time for customers) and so on but it also creates cost efficiencies in your business, allowing you and your team to be more effective on a daily basis

As a starting point, think how digital platforms can help you in your daily business processes. For example: think about a traditional retail store chain. Often they will print thousands of promotional posters to be shipped to each store and put up on a certain date. There is a huge amount of work in this one task. From initial concept and design, to printing, shipping then hoping that each store follows the marketing teams instructions and puts them in store when needed (and doesn’t forget to pull all the old posters down). That process can takes weeks.

Imagine a much different scenario in which the store replaces traditional print posters with digital point of sale in the form of digital screens in their store window. Yes the cost is higher initially but being able to completely manage and implement new campaigns with the push of a button saves a huge amount of resources on an ongoing basis. You are saving on printing, shipping and labour costs every time you use this digital channel. Not to mention the bigger impact great screen content can have in attracting customers who would’ve walked straight past your myriad of posters.

The communicated message should also tie in with your traditional marketing so if you have an offer being promoted on TV and radio the same offer needs to be promoted in store so there is a direct synergy, no mixed messages and customers understand the correlation. Makes perfect sense doesn’t it?

Now I hear you say “I cannot afford to implement digital point of sale into all my stores”. My response would be “you can’t afford not to”. The benefits outway the costs and you’re competitors will be implementing it so don’t get left behind. Also you can take a phased approach and implement into your key stores first then tweak it as you roll it out to other stores. There are often also finance options which means you can implement now and use the revenue from additional sales and cost efficiencies you have achieved to fund the rollout.

You will convert more customers, be able to better control your marketing messages and save money for your business. It’s a win, win, win!
Digital merchandising

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Consumers want access to your brand anywhere, anytime!

The balance of power between consumer and retailer has is changing. Consumers are driving demand for new technology and are more connected than ever before. Retailers need to innovate and find new ways of getting customers engaged and back in the store.

Consumers want availability to product information and price in a variety of ways — in-store, online and on mobile devices. As consumer expectations rise, consumers will no longer tolerate poor service at any point in the delivery channel.

The “New Retail Democracy” Study done by Oracle in 2013 found that:

  • Availability trumps price: 58% regard availability as more of a priority than how much they need to pay.
  • Understanding whether a product is available influences loyalty and spend: 46% say they are more likely to be loyal to a retailer that provides availability information and 30% say they are more likely to spend more with those retailers.
  • There are consequences when product is not available in a convenient location or delivery timeframe: only 8% will wait for backordered product to come into stock, while 47% will search online and 41% will try another retailer.
  • Consumers see the most value in technologies that provide information:  33% see the most value in visibility of stock “so I can purchase when I want”; 24% are looking for access to product information through digital and store channels.Oracle_Tip_14-04-chtSo where does this leave todays retailers? Consumers are impatient for product and information and loyalty scarcely exists as the new ‘next best thing’ is just around the corner. I think one key takeaway is for retailers to research and truly understand their customer and respond to their needs accordingly. If you’re not doing this then how can you expect to keep them happy and connected to your brand.

How Digital Influences Your Retail Store’s Sales

digitalshopping

Retailers have long known that the traditional shopper environment is changing and they need to evolve or die. The merging of online and offline channels has meant changing consumer shopping habits in store. A recent study by Digital, uncovers how consumers use of mobile technology is affecting their in-store purchases.

I’m an avid online and offline shopper, but I sometimes feel like no one is getting the basics right and speaking to me in the same language across all channels. I can just as easily buy a dress online without leaving my home as I can at the local shopping centre. My chosen channel depends on what I am purchasing, how much time I have available, urgency of purchase, weather and lifestyle in that moment.

According to Deloitte, online interactions with brands influence 36 cents of every dollar spent in retail stores. By the end of the year, that number will reach 50%.

Contrary to what you might expect, consumers using digital devices during the “path to purchase” are 40% more likely to actually buy something than those who don’t. Digital interaction also affects store traffic, customer spending and loyalty:

  • 84% of in-store shoppers use their computers or mobile devices either before or while visiting the store (often referred to as webrooming or showrooming).
  • 22% of respondents said they spend more as a result of digital interactions. On average, 25% more than they planned to when they began shopping.
  • 75% of respondents said product information they see on social media affects their shopping behaviours and makes them more loyal to a brand.

I am an advocate of tradigital marketing and urge retailers to stop thinking of online and offline interactions as two different worlds. Instead, think of each time you interact with a customer, whether it’s online or in-store, as a chance to build a relationship with them, tell them more about your brand, encourage purchasing and enhance their loyalty.

Study by Deloitte Digital, The New Digital Divide