As a wireless retailer, you have probably already tried a few tactics to improve your store's foot traffic. Maybe you've run a social media campaign on Instagram, or shared virtual coupons that can only be redeemed in-store. The success of these campaigns relies on gathering customer data and strategically drawing on shopper psychology to improve your omnichannel tactics.
Consumers use a variety of channels in their shopping experience, from researching products online before purchase to posting reviews online after purchase. But do you know how many channels your consumers are using on average? Testing your different customer bases and measuring their behavior across channels is critical to driving foot traffic to stores. Understanding shopper psychology can often be the difference between a successful omnichannel strategy and a failing one.
1. Online behavior can help propel foot traffic
Research says that consumers often have more compulsive shopping behavior online because of the immediate positive feelings stimulated by the online shopping experience. Retailers can draw on online shopping habits to drive foot traffic and improve their in-store service. For instance, retailers can grant customers who spend a certain amount of money online a special coupon or promotion to use in physical stores only.
Alternatively, retailers can use social media to help drive foot traffic by encouraging customers to engage with the brick-and-mortar space. Just take Victoria’s Secret campaign, which asked shoppers to take selfies in front of window displays in exchange for rewards. Wireless retailers can apply these tactics, asking customers to post photos from store locations in exchange for a QR code with a discount for their next online purchase, thus strengthening the association between online and offline shopping.
In-store digital experiences need to go beyond the traditional merchandising techniques. Studies have shown that shoppers pay attention to ads on digital signage—this may be attributed to the interactive nature of these screens which allows consumers to feel a greater degree of control over their buyer journey. Interactivity has been shown to appeal to consumers who expect greater amounts of personalization throughout the shopping experience.
Using digital signage can help you cater to these consumers while gathering valuable information for future campaigns. For example, the artificially intelligent poster campaign from M&C Saatchi, uses camera technology to measure whether or not consumers react positively, negatively, or neutrally to their ads, and displays different visuals accordingly. As more businesses adopt this kind of technology, digital signage will be able to better appeal to the individual shopper to more effectively get them in store.
Most online shoppers are goal-oriented: they look for the lowest price across online stores and they compare product attributes. Once they find what they are looking for, they want a streamlined purchase journey, not one riddled with misinformation or inconveniences.
In order to gain—and keep—consumers’ trust, wireless retailers should empower their sales personnel to always have accurate product information on hand. Make sure your staff has access to real-time inventory data and product specifications. The majority of shoppers want sales associates to provide additional information on the products they’re considering. Arming your sales staff with tools such as Endless Aisle can help to ensure this information is readily available, that no customer is offered a product that is out-of-stock, and helps customers feel confident and comfortable when shopping in your store. By providing a level of care and attentiveness that simply isn’t possible online, sales associates can help encourage customers to make the trip to brick-and-mortar locations.
Wireless retailers have more information on their consumers than ever before. In order to successfully increase foot traffic, retailers must use this information to appeal to shoppers’ preferences, habits, and emotions. Looking at shopper psychology can help wireless retailers perfect their omnichannel strategies and drive consumers to their brick-and-mortar locations.
Learn more about how iQmetrix can help increase foot traffic to your store location.
Photos: Shutterstock / Roman Tiraspolsky, Shutterstock / Dusan Petkovic, Shutterstock / pixfly