The suspension of activities in physical stores, as a result of the pandemic, contributed exponentially to the movement of online retail. Data from the company eMarketer, which specializes in market research, revealed an average growth of 27% in the number of internet purchases worldwide in the last year. Meanwhile, movement in physical stores was declining.
In the second half of 2021, contrary to expectations, a study carried out by the multinational consultancy PwC revealed a recovery in sales in physical stores. The “Global Consumer Insights Pulse Survey” report analyzed the frequency with which the public uses different sales channels. From 2020 to 2021, there was a 12% drop in the use of physical stores. From the first half of 2021 to the second half of the year, there was a 10% recovery. In the general analysis, purchases in physical stores are preferred by 45% of respondents, who are also asked about purchases via mobile, computer or tablet.
According to the senior account manager at E-goi Digital Solutions, Andreia Botelho, the integration of online and offline shopping experiences is the main secret to implementing effective and differentiated strategies to attract and retain customers in this new scenario.
“The real competitive advantage lies in the ability to extract the right information from each environment. We already have technologies available on the market that allow track in physical store and combine it with data collected online, to increasingly personalize the consumer’s journey”, he explains.
One of the solutions that allows you to understand and integrate offline behavior is E-goi Digital Solutions’ physical store Tracking. Through Smart Wifi technology, the customer connects to Wifi and starts browsing the store for free, granting the necessary permissions. While in-store, you can learn about dwell times, buying behavior and other essential information to enhance your upcoming online retail consumption experiences.
“When there is access to a CDP (Customer Data Platform), it is possible to leverage the multichannel upselling and cross selling strategy through the crossing of data collected in the online or offline environment. We may communicate special offers for products or services that the customer has expressed an interest in but has not yet purchased. Another option is to suggest complementary products based on your purchase history. Data are great allies to increase sales, offer a personalized experience at all points of contact and retain customers”, says the account manager of E-goi Digital Solutions.
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