How to personalize the brick & mortar experience for the non-app using customer
For the most part, modern shoppers are fixated on the convenience and seemingly infinite array of products featured on e-commerce sites—especially when paired with enticing offers such as free, expedited shipping. However, not all customers prefer shopping online. In fact, nearly 1 in 5 customers believe the online shopping experience will never surpass the in-store experience.
For retailers committed to customer engagement and personalization, online shopping is not just a customer channel that is growing exponentially. It is a data-rich environment that gives retailers a window to their customers’ in-the-moment and historical online activity. Retailers can use this with historic data for real-time offers. If customers shop in-store instead, retailers then use the customer’s mobile app to connect them to relevant promotions, deals, and exclusive offerings. Yet, 25 percent of users launch an app only once before abandoning it completely. Another portion of customers never downloads a retailer’s mobile app.
When non-app using customers choose to visit a brick-and-mortar store, delivering personalized experiences comes down to the sales associate. Since these customers are not privy to in-app advantages such as opt-in push notifications and location services, sales associates are challenged to uncover and leverage customer information in new ways. Yet, just because they aren’t online doesn’t mean data-driven personalization is out of reach. Here are three ways retailers can exercise intelligent in-store engagements to deliver 1:1 personalization for non-app using customers.
- Use historical data in real time
Sarah has a $10 reward that expires today, and she wants a new pair of jeans. When she enters the store, a retail associate asks for Sarah’s phone number and pulls up her account details on a tablet. She gains access to the past purchases linked to that phone number, learning key information such as Sarah’s pant size and preferred styles. The employee picks out a size 6, straight-leg jean in black and blue denim and delivers them to Sarah. The jeans are exactly what she was looking for, and Sarah decides to purchase one in each color.Although 51 percent of consumers are actively engaged in three or more loyalty programs, they don’t need an app to earn or use their points. By simply asking non-app users for an email or phone number to pull up their online account, sales associates can gain insight into purchasing patterns and further cater to the in-store customer’s real-time needs, delivering a 1:1 engagement that would’ve otherwise been overlooked.
- Make personalized recommendations
Rebecca earns hundreds of points through a beauty retailer reward program from constantly repurchasing her favorite items. The next time Rebecca visits the store to repurchase her face moisturizer, the consultant notifies her after receiving her email address at checkout that she has earned enough points to qualify for an in-store facial. Based on Rebecca’s purchase history, the point of sale notifies the consultant that Rebecca typically buys products for dry skin. With this in mind, the consultant uses a new product previously unfamiliar to Rebecca that specializes in rehydrating skin. Happy with the skincare recommendation, Rebecca decides to purchase the product, which becomes a staple of her morning routine.
- Gain access to the shopping cart
Harry is in the market for a winter jacket. He browses online and adds a few to his cart; however, he won’t make a purchase without trying anything on, and so heads to the store’s outlet. When Harry arrives, he gives a sales associate his phone number so he can view his cart. At this time, the employee is notified that while Harry’s phone number is in the system, they do not have his email. The store has one of the jackets in stock in his size, so the employee leads Harry to its location. As Harry tries on the jacket, the sales associate also mentions that if Harry joins the rewards program by providing his email address, he can get all winter gear for 20% off. This incentivizes Harry to both complete the purchase and provides the store his email address—empowering them to reach out to him on an additional channel in the future. Customers without apps are not customers without potential. By asking for the right information upfront, sales associates can access customer data in order to more quickly and accurately connect them to the items they are looking for. Better still, when sales associates can encourage customers to provide additional sources of information that can be logged in the system, the store can then embrace a more personalized approach to engagement down the line. Doing so often comes down to offering a one-time, relevant promotion—after all, 63 percent of retail shoppers want instant rewards and discounts, and so are likely willing to provide information in exchange for a timely offer.
Maximize the non-app user journey through your retail landscape
While a store’s mobile app provides a host of opportunities to connect with customers, it is not the only way in which retailers can activate 1:1 personalization for their customers. With one piece of information that ties a shopper to a retailer’s database, Session AI’s in-session marketing platform can activate data-rich insight on customers and optimize the shopping experience for mobile app users and non-app users alike. Request a demo to discover more about how our powerful ML model can drive results in your enterprise.