Do you know how store visits are leading to
incremental online ROI?
Because more than likely, you’re probably not doing a
good job of it.
Retailers still don’t know how to accurately measure
ROI from in-store digital experiences
Useful customer data collection in-store has been
Without data, it's very difficult to measure both ROI and
Kiosks and signs can collect data and are flashy, but
not very practical.
If in-store and e-commerce channels aren't linked, it's
impossible to measure the impact of a store visit on an
Omnichannel customers spend 3.5x more than single-
channel customers and they exhibit more brand
80-90% of all U.S. retail sales still occur within the the
That means purchase intent in the physical store is 9x
higher than online.
According to Accenture’s “Seamless Retailing 2014”
study, when asked what retailers need to improve the
most, 40% of respondents ranked improving the in-
store shopping experience first.
According to Deloitte, digital interactions influence
more than 64 cents of every dollar spent in retail
This means shoppers who get a seamless digital
experience are more likely to convert.
Retailers must go above and beyond to create a
seamless, effortless in-store experience to win a
customer over, with the goal of getting them to
become a digital customer.
Retailers must encourage digital touchpoints that
actively engage the shopper with the brand across
channels, not just the products.
Tablets/In-Store Mobile Devices
●Provide a way for shoppers to interact with the
brand, the store, and the products
●Easy place to introduce relevant content and display
recommendations for similar items
●Provide a way to interact with inventory
●Help shoppers quickly get product info
●And add products to cart to checkout either
there in-store or at another time
● Giving shoppers the ability to opt-in at the end of a
digital experience instills confidence and trust in
● It ensures that they feel in control of their own data
and that everyone gets the same experience
regardless of their willingness to identify their data.
What Can You Do With This
In-Store Intent Data?
With more complete shopper profiles, you can see
how a shopper interacts with your brand both online
and in-store so you know the most effective messages
to deliver at the best times and on the best channel.
This increases your value to them.
According to Lee Resource Inc., it costs a
company five times more to attract new
customers than to keep an existing customer.
Focus on retaining in-store shoppers,
where intent is already high.
Email is the identifier.
When shoppers opt-in to identifying their in-
store data, use it to market to them the same
way you would if they visited your e-commerce
We call this In-Store Remarketing — remarketing
done online to customers who have walked into a
physical store and not made a purchase.
This can be done through email, display, or social
Follow-up 1-7 days later with more information
about the items the shopper was interested in-store.
Re-engage the shopper 2-6 months later with
confidence that the shopper purchased the item
even if it wasn't from you because they browsed in
store (browsing in store shows a higher level of