Blurring the Lines with Non-Line Customers
However there is a challenge to ensure companies convert in-store research into sales, a point in case is the challenge faced by high-street book retailers in the UK.
There is increasing evidence that a good proportion of their customers are researching their purchases in-store, taking a picture of the cover and then going online to find the cheapest price. Several of these chain stores have reacted by expanding their digital footprint, using social networking sites such as Facebook and Twitter, and attempting to build online brand loyalty. This has not been limited to traditional discount codes and loyalty schemes, but has also included the introduction of value-added content such as video book reviews and interviews with authors, plus social media competitions that encourage readers to submit multimedia content to promote further brand participation.
Striking a balance
Companies can strike the balance between their on and offline channels. For example, a number of electronic retailers in the United States are increasingly looking to knit online and offline together to add customer value. This includes providing a range of content on products, recycling and gift ideas via social networking sites such as Facebook and blogs, whilst Twitter is used to seed promotions and activate customers to come in-store. Store policies have also been introduced to incentivise staff to give advice and assistance rather than simply clock up sales. The end result is these companies are increasing market share and customer loyalty by adding value beyond product discounts.
When factoring in online and offline revenue it is therefore important to consider what symbiotic relationship exists. Review which multiple product touch points feature in the purchase decision making process. Having a single route to market today isn’t enough. We need to understand and act on how our target audience interacts in various ways and then craft an integrated channel strategy to reach today’s digital consumer tribes and convert this nonline research into revenue.
