Integration between online and offline channels is definitely the basis of winning marketing strategies, especially in an increasingly omnichannel context.
Often when talking about marketing automation, there is a tendency to consider activities aimed at engaging users to lead them to purchase within an eCommerce.
In reality, the potential of marketing automation goes far beyond that and involves the offline world as well.
This is the case with drive-to-store strategies and campaigns that leverage the potential of the online world to send communications that prompt the user to go to the physical store.
Text messages, push notifications, and email are some of the channels through which you can reach the customer by proposing geolocated offers in the store nearest to them.
Geolocalized Profiling and Segmentation
During profiling and segmentation, configurable clusters include all those that can automatically be based on the consumers’ IP Geo.
All of this makes it possible to automatically tailor offers based on the store to which the individual consumer is linked, even generating communications that increase drive-to-store during certain off-line-only promos.
Store integration and drive-to-store campaigns
This is one of the most advanced implementations of Blendee: to implement an omnichannel strategy that enables consumer recognition across all touchpoints available to the brand.
Sales tracking and integration with Blendee allows for omnichannel brand performance analysis dashboards and leveraging all available channels to reengage consumers tied to a specific store.
Reflexively, it is possible to measure the contribution of ecommerce to store results. Indeed, through specific KPIs related to drive-to-store, it is possible to trace the benefits of digital activities back to the results arising in physical stores.
Store integration and drive-to-store campaigns
The main activities
Among the main activities that Blendee’s point-of-sale integration enables are:
1- Drive-to-store: promoting traffic to stores by leveraging the personalization of
2- Omnichannel KPIs: tracking conversions within the same
3- Unique Customer Journey: unifying the strategic vision of eCommerce and store integration through the creation of omnichannel customer journey
Channels
Drive-to-store is an omnichannel strategy. Its purpose is to bring the user into the physical store but it does so by sending personalized messages through the various digital touch points. The channels for reaching users, therefore, can be varied. Here are the ones considered to be the most effective:
01 Customized SMS messaging.
02 E-mail/landing pages on specific, customized promos.
03 Re-engagement in social channels.
04 Customized campaigns in search
These activities make it possible to increase the sense of community felt by the customers themselves bringing on the other hand, a considerable boost to theengagement and brand results.
Article from the ebook “Case Study Camicissima. Marketing Automation and Omnichannel Customer Experience: the case study of success in the fashion world.”
