Do you have a retail or e-commerce store?
The digital revolution has impacted the customer path-to-purchase, changing the retail landscape.
Traditional brick-and-mortar retailers face ongoing challenges as the e-commerce industry continues to grow at a faster rate. Retailers have shifted to become omni-channel, and must continue to adapt to customer behaviours and expectations in order to keep up with the competition and drive sales.
The customer journey is fragmented – people are shopping in multiple channels using different devices.
Someone may see an ad for headphones on their phone, browse for headphones later that day on their laptop and then purchase them two days later in-store. And with the path-to-purchase being so complex, cross-channel conversions both online and offline are more challenging than ever for marketers to measure.
Despite the obstacles, retailers have a great opportunity to reclaim some ground from online stores.
Mobile is the constant companion of the omnichannel shopper. It’s always with us and has the ability to influence us along every step of the customer journey. As a matter of fact, while more than 90% of sales still happen in physical stores in the US, 50% of those have a digital touchpoint where products are discovered online (mainly on mobile devices), and then bought in the store.
Shoppers now reach for their smartphones for many different reasons, from “I want to be inspired” and “I want to learn more,” to “I want to buy” and “I want to buy again” moments.
With mobile, marketers have the unique power to match marketing messages with signals of intent, identity and context. What kind of person is shopping? What is that person looking for? Where is that person right now?
However, when comparing where retailers are advertising, the investment in digital overall and in particular mobile, is lagging way behind where people spend their time.
Retailers need to evolve in today’s digital world to keep up with market changes and consumer expectations. People increasingly discover and engage with products and services on mobile with Facebook, Instagram and Audience Network. We connect businesses to people at all stages of the customer journey. We provide personalised targeting options and measurement solutions to help retailers of all sizes drive in-store sales, while maximising omni-channel sales.