The last two years have marked a digital leap for companies that have adapted to the pandemic and the new consumer reality, especially in retail. According to data from the multinational EY, 36% of companies are investing in the digitalization of the customer journey. However, despite the focus on digital channels, the study carried out by Euromonitor International identified that 78% of all purchases made in the world will be made in physical stores by 2024.
The need to integrate physical and digital shopping experiences is one of the great challenges faced by companies, called by experts as “Phygital Experience”. According to the senior account manager of E-goi Digital Solutions, Joana Reis, there are some technological solutions that facilitate this integration.
One of the most common ways is to monitor behavior in commercial establishments. “From the moment the customer connects to the store’s Wi-Fi network, tracking in the physical store allows, from entry to exit, to know all the details about the route taken”, explains Joana Reis.
Based on the insights previously collected from the previous behavioral analysis, the next step is real-time purchase recommendations. “Solutions are emerging with personalized recommendations, supported by Artificial Intelligence, and based on the customer’s profile, purchase history and other available information”, he adds.
To ensure a coherent, relevant and unified experience, Joana Reis highlights an important piece in the design of a Phygital strategy: in-store service. “The more information that is shared with sellers, such as the profile of the customer in store, what the possibility of churn is and product suggestions that can be offered with purchase chances, the greater the likelihood of reducing the border between digital and physical , since the information is treated, shared and later worked on by the sellers for greater conversion”, adds Joana Reis.
All the data collected in the solutions can be integrated into a Customer Data Platform (CDP), which allows for a 360º view of each customer. “The information collected in the physical store and online complement each other, to offer the consumer a complete and personalized experience, based on their behavior and interests.
To complete the Phygital strategy, we recommend sending omnichannel communications, which can be automated, so that the customer receives impactful messages at the most convenient time and channel of communication”, explains the senior account manager at E-goi Digital Solutions. In the retail sector, the use of CDP combined with marketing automation can generate a 29% increase in sales, according to data from Forrester consultancy.
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