2. 2
Introduction
Digital retail and traditional retail evolve differently
however they are not mutually exclusive.
The “Web to Store” is a trend that allows any brand to
combine the two in order to completely control the sales
funnel. Several techniques help to engage customers from
the first online point of contact to the conversion into a
physical and digital point of sales.
3. 3
The marriage of physical and digital sales
“Web to Store” is part of a conversion funnel, a tunnel driving online visitors from your website or an application, to
a store to turn them into customers. The goal is to create qualified in-store traffic and drive new sales thanks to a
positive online user experience.
We also call it “SoLoMo”, a concept composed of 3 facets:
• Social: visitors come from social networks or applications
• Local: they physically move in the desired location (often
points of sales, but also shows or events)
• Mobile: they are always connected to their mobile device
which allows them to link social and local dimensions
*Although the digital retail grew by 13% in 2013, the physical retail maintains a large part of
sales in all sectors with 9 out of 10 sales made in stores.
* Source Forrester and Kantar
Social local mobile
4. 4
The marriage of physical and digital sales
Today, brands are looking into whether social networks generate revenue or
not. “Web to Store” is a solution aiming to maximize the ROI of digital marketing
campaigns including physical sales channels while making it easily countable.
However that’s not all : the user experience is prolonged with digital outlets, shops
as well as events. This is the “Digital In Store”.
In all cases, it is necessary to adopt a consistent cross-channel strategy by
choosing the right tools and applying the good practices.
* Source : Publicis Shopper
Web to Store
Drive online users into
physical stores to increase
conversion rates.
Digital in Store
Using digital devices in
stores to increase customer
engagement.
50% of sale point 3% on website
In addition, half customers entering
a store buy a product, where the
conversion rate of digital retail is limited
to 2 or 3% in the best case.*
conversion rate
To sum up
5. 5
“Web to Store” best practices
Making Pre-shopping easy
They will visit your website, especially the pages describing
your offers, prices and availability.
You need to know that there are still some barriers to the direct
online purchase: a lack of confidence, high-cost shipping,
long delivery times and especially a need for human contact.
Overall, 3 out of 4 users practice ROPO (Research Online /
Purchase offline).
To meet this trend, “Click & Collect” systems have been set
up by retailers. The principle is simple and effective while
being complementary to conventional sales techniques: the
customers order online and go to the nearest store to collect
their items. After adopting the «Click & Collect» system,
Galeries Lafayette found out that customers using it were also
likely to buy additional products during their passage in store.
Help your future customers to find you before you consider
this solution.
The pre-shopping stage is the second step of the sales funnel after advertising. The users want to learn about the
products or services that can meet their needs.
* Source : Médiamétrie
3 internet users out of 4 do ROPO : Research
Online / Purchase offline*
6. 6
“Web to Store” best practices
The Store Locator has indeed
become an indispensable tool
for both brands and users.
This type of service is
especially effective when
available on multiple devices
(your website, a Facebook
app and of course inside your
mobile application).
* Source : Médiamétrie
7. 7
“Web to Store” best practices
Using coupons
Making information accessible is a first step towards an
effective “Web to Store” strategy. Now you need to actively
drive traffic by inviting your customers or fans to visit your
outlets. For this purpose it is perfectly suited to distribute
coupons with an application.
Facebook has a feature allowing you to offer coupons to the
fans of a page and promote the operation through advertising
on the social network.
This feature is
also available on
Google+ and for an
increasing number
of countries.
It is also very easy to create a multi-channel application to
spread coupons. This app can be installed on your Facebook
page, used as a responsive website or embed on your website.
Your fans will be able to get their promotional coupon anywhere
and on any device.
8. 8
The user geolocation has to be taken into account when creating
this type of campaign. Maybe better: Take the user geolocation
into account when you want to create this type of campaign.
It has two advantages:
1. You can push the Coupon app to users with ads when they
check-in near one of your stores.
2. The recommendation on Facebook by displaying the check-
in in their newsfeed to friends and their family.
At least 6 out of 10 people are ready to
check-in to receive promotions when moving.*
Once they received the promotional coupon, your fans can use
it immediately in stores and therefore become customers.
Coupons are also a great way to build customer loyalty by
offering regular special promotions.
“Web to Store” best practices
* Source : Publicis Shopper
Thanks to Kontest, you can create a Coupon app in a few minutes
using the Instant Win. Moreover, you can make sure your coupons
are spread to customers only during business hours.
9. 9
“Web to Store” best practices
Launching a Scavenger Hunt
There are many other ways to drive fans into stores in
addition to coupons. One of the best is the Scavenger Hunt.
Like Jimmy Choo, invite your fans to use Foursquare in order
to find shoes in the city and win them. Jimmy Choo team
members check-in in several different places in London and
users need to find them before they move elsewhere.
Starbucks chose to use
multiple channels for their
Scavenger Hunt: blogs,
branded sites and in-store
QR codes allowing fans to
decode messages, answer
general knowledge questions
and solve math problems.
Those who solved the puzzles won gifts brought into play by
the famous coffee shop brand.
Kontest let you easily create your Scavenger Hunt app. Available
on mobile, fans can see the venue they need to visit on a map
and answer related questions to proceed to the next step. For
example you can design a course to your shop on the final step.
v
10. 10
Customers services
First goal completed: your fans have entered your store.
Now it is easier to convert them into buyers. Do not forget
to go through (and beyond) your sales funnel thanks to a
“Digital in Store” experience.
The equipment in outlets plays an important role in
personalizing the customer experience:
• They get exclusive offers depending on who they are
and what they want
• They can easily find informations on a product or
service
• They can quickly locate what they want in the store
which thins their journey
• Checking purchase history consultation and
monitoring benefits earn through the loyalty program
is simple
Digital in store: user experience is key
Consumers are mainly in favor for digital at
point of sale: 75% of them are willing to use
digital in-store services.*
* Source : Publicis Shopper
11. 11
“Digital to store” helps strengthening the customer relationship,
including the phases of conversion and retention, facilitated by
the habits already acquired by users:
Nearly 2 out of 5 mobile users use mobile
internet in stores and 12% of internet users
say that they use the online functionalites
in shops.*
For example at Clinique, a large brand in the beauty industry,
the furniture is modernized with the arrival of connected tables.
They help customers to learn about products and access “How
to” videos.
In some stores, customers do not even have to wait for cashiers:
sellers are equipped with mobile devices and are able to collect
any purchase. The perfect example is the Karl Lagerfeld shop
in Paris where customers are assisted from their arrival to their
departure including the payment stage.
The culture of support and customer relationship initiated by
Apple with Genius bars is increasingly applied due to new
connected devices which create a better visitor engagement,
a greater long-term retention rates and ultimately a improved
«Lifetime Customer Value».
* Source : Médiamétrie
Digital in store: user experience is key
12. 12
Shops entertainment
Uniqlo has set up photo studios in their popup stores coupled to a connected app. Customers could add their photos to the gallery
of the application and get a chance to win Uniqlo clothing through online votes. Entries are visible on ut.uniqlo.com/l/.
“To highlight our range of UT t-shirts UT, UNIQLO created popup stores all over the world. We created an application
called UT CAMERA in order to make people know about them. This app allows you to create animated 2-3 seconds long
loops and share them on social networks. All our stores were equipped with a UT CAMERA booth where people could
create their animations and directly enter contests to win various prizes.”
Thibault PASQUET, Marketing Manager, Uniqlo
Now that you use digital devices in your outlets, you are able to entertain your visitors. The goal here is to create an
engaging experience for visitors by combining physical actions to digital devices.
Digital in store: user experience is key
13. 13
Another example isAdobe at the Salon of Photography in Paris
in 2012. They launched an Instant Win and made it available
to visitors in their booth. Several hostesses were equipped
with iPads and invited people to enter. The winners walked
away with the prizes they won on the booth.
This kind of operation is a remarkable experience that creates
a positive feeling among customers whose commitment goes
beyond a virtual participation. Building a bridge between online
visits and offline purchases through several contact points
increases the propensity of the user to socially recommend a
brand and engage with it.
Digital in store: user experience is key
Shops entertainment
14. 14
Conclusion
In view of the online and offline retail trends, “Web to Store” has become a
consistent and effective way to create traffic in physical stores and convert
visitors into customers thanks to entertainment throughout sales funnel.
Therefore you have to provide all the tools that your potential customers need to
get into your outlets and create a striking and engaging user experience in order
to acquire them as clients and improve customers loyalty.
