In the retail sector, click-to-brick strategies seek to increase the number of customers that reach physical stores through online advertising campaigns . In this way, the role that the network of physical establishments still represents in omnichannel shopping is valued and the synergies between the online and offline world are taken advantage of. Why incorporate this type of campaign into your performance strategy? How to measure your success?Value the physical store in the era of omnichannel how to get a china mobile number in singapore With the costs associated with the last logistics mile on the rise, many retailers are increasing the functions that physical stores perform in search of greater profitability . Not surprisingly, these have been revealed as an excellent way of saving (the Click & Collect options make the final transport of e-commerce packages cheaper) and of engagement with the brand . The reason behind click-to-brick strategies is to take advantage of the differences that exist between customer behavior in physical and digital stores . According to a survey of US consumers conducted by the company First Insight , 70% of physical store customers make purchases worth more than $ 50, a percentage that drops to 50% when it comes to online sales. In addition, more than 80% of customers end up adding other products to their offline purchase, ten points above the cross-selling that occurs in e-commerce.
Measurement, the great challenge for click-to-brick campaigns
Launching click-to-brick campaigns requires meeting certain requirements for both social media and search advertising. Google Ads and Facebook are two of the platforms that have developed their functionalities the most in this regard. Generally, to set up campaigns targeting store visits, advertisers must have a minimum number of stores and a representative global traffic volume. The same happens to count visits through Google Store Visits technology in both Google Analytics and Google Ads.The great challenge that these types of campaigns face is obtaining reliable conversion data. The measurement techniques typically take into account information from smartphones users (especially via GPS tracking or wifi connection) and complement these data with customized surveys own platforms that users perform.Keeping the Google My Business page updated is usually one of the requirements to run click-to-brick campaigns
How to carry out an effective click-to-brick strategy
To take advantage of the ROPO ( Research Online, Purchase Offline ) effect with your digital marketing strategy, there are three key points to highlight: Choose your geographic targeting carefully:
How far is the user willing to travel to the store? The answer will be given by a diverse set of factors such as: presence of competing establishments, distance between stores, exclusivity of the brand and the product…, among others.
Typically, targeting can be configured at a different level of detail : region, city, and lastly, a specific radius of kilometers. Regarding the latter, it is convenient to check the presence of borders to avoid impacting the audience in a language other than their own.
. Accompany the user on gulf email list their customer’s journey adjusting the strategy at each stagef the user does not know the brand, why should they go to the store? In cases in which we seek to expand the audience and reach those who have never been in our establishments, adapting the creatives and types of ads will be the most ideal . In social networks, ad formats such as carousels allow you to show the catalog of products (and prices) that you will find in the store and link to e-commerce so that you can take a preview. The text of the message in the ad, on the other hand, can highlight the presence of the nearby physical store.
In addition, to reinforce the effect of the campaigns, retailers can add further motivation by offering a specialcoupon that can be redeemed in store . This promotion will have a code that is only effective when registering it at the time of purchase. In this way, you will contribute to more accurate results monitoring . . Keep the information about each physical store updated and accessible:
It is a mistake to conceive the digital marketing plan in independent silos: each one of the actions is closely related to the others. Therefore, although the click-to-brick is enhanced with performance campaigns, local SEO optimization should not be neglected. In this sense, it is relevant:Keep the profile of each store updated in Google My Business . In addition, it is a requirement for click-to-brick with Google Ads.
Strengthen e-commerce positioning in local searches by optimizing information about each store taking into account all available geographic ranges: by region, by city and, if there is more than one, by street or shopping center.With up-to-date information on the address, hours, telephone number, photographs … we will make these landings position in SEO above online directories.
Reaching sales success in retail is only possible if all customer contact channels are taken into account. The ultimate goal is to make your shopping experience excellent and build loyalty .