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Digital In-store
Marketing
Massimo Dutti Boosts In-Store Traffic
TO ENGAGE CONSUMERS WHILE THEY ARE IN STORES
It’snowtimefor
MassimoDuttito
bringtheonlineand
in-storeshopping
experiencest...
1.-Customers can opt-in to receive
mobile promos while they are in the
store or in a nearby location.
2.-One of the bigges...
Geofencing
Loyalty apps
Push messages
Geolocalization
Online information can push people to shop in-store
3 in 4
who find local
information in search
results helpul are more
li...
The information would be a
powerful way to drive consumers
to stores listed:
p The in-store availability
of an item (74%)
...
1. Ensure your site runs quickly, with effective use of caching
and content delivery networks where applicable.
A 1 second...
2.Ensure you have prominent calls to action on
the front page that encourage the customer to further
explore the site.
Fin...
Include ‘Top Selling’ ‘Featured Products’
and 'Recommended for you' sections.
3.Selecting related products manually when c...
How do I keep
shopfloor staff
motivated if a
large part of
trade is click-and-
collect?
With the online order services and...
Staff should be trained
on how best to advise
their customers on
products and purchase
2. Adapting the commission approach...
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Digital In-Store Marketing

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Consumers are more informed than ever before. In my opinion, with the high streets of the UK struggling, Massimo Dutti is wasting the affection that customers feel for their products.
The brand has to build an ongoing relationship with the customer, rather than just another point on the sales graph.
Digital presents new opportunities for retailers to connect with the consumers.

Published in: Retail
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Digital In-Store Marketing

  1. 1. Digital In-store Marketing Massimo Dutti Boosts In-Store Traffic
  2. 2. TO ENGAGE CONSUMERS WHILE THEY ARE IN STORES It’snowtimefor MassimoDuttito bringtheonlineand in-storeshopping experiencestogether.
  3. 3. 1.-Customers can opt-in to receive mobile promos while they are in the store or in a nearby location. 2.-One of the biggest opportunities that MD has for customers to lev- erage their phones as a shopping assistant when they are standing in the store by sending offers and promotions to their smartphones when they are entering or nearing a specific area. 3.- A mobile loyalty card program is another possible strategy for MD who are looking for ways to influence in-store purchase decisions. Content within the app including vouchers,promotions and loyalty messages can be customized to deliver a unique experience when customers are in store. Having access to this information is that perfect new moment for customers to find everything.
  4. 4. Geofencing Loyalty apps Push messages Geolocalization
  5. 5. Online information can push people to shop in-store 3 in 4 who find local information in search results helpul are more likely visit stores
  6. 6. The information would be a powerful way to drive consumers to stores listed: p The in-store availability of an item (74%) p Store location and hours p Pricing at that store (75%) p at a nearby retail location. What should Massimo Dutti do in this situation? 1. Using local inventory ads providing provide helpful details such as whether a product is in stock at a nearby store, price and store information to shoppers in the area. 2. Also, they can check out other items you have available. These ads to increase the likelihood that a consumer will walk into their store and buy that day. 1 Research background: Google/Ipsos MediaCT/Sterling Brands, Digital Impact on In-Store Shopping, March-May 2014. Survey conducted among 6,000 smartphone users aged 18-54 who have influence in the purchase decision making process of Retail, CPG or Tech products and have used the Internet to look for shopping-related information.
  7. 7. 1. Ensure your site runs quickly, with effective use of caching and content delivery networks where applicable. A 1 second delay on your page load can cause a 7% reduction in conversions.
  8. 8. 2.Ensure you have prominent calls to action on the front page that encourage the customer to further explore the site. Find the perfect jacket Outfits ideas for work
  9. 9. Include ‘Top Selling’ ‘Featured Products’ and 'Recommended for you' sections. 3.Selecting related products manually when creating/ editing a product; or automate the selection based on different criteria.
  10. 10. How do I keep shopfloor staff motivated if a large part of trade is click-and- collect? With the online order services and e-commerce, Massimo Dutti faces considerable competition from the internet, making face-to-face customer service more important than ever. The challenge lies in encouraging store staff to promote the various offerings as part of all- round customer service.
  11. 11. Staff should be trained on how best to advise their customers on products and purchase 2. Adapting the commission approach by attributing online sales in order to get benefit for store staff. 1. Staff reward scheme based on customer feedback, or a bonus scheme based on customer satisfaction ratings. What should Massimo Dutti do in this situation?

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