Against the current backdrop of the global health and economic crisis, companies find themselves faced with an unprecedented situation. With the closure of physical stores as a result of government measures, the resurgence of ecommerce is both essential and crucial for retailers.
The urgency for the latter is to compensate for the total loss of in-store activity by generating qualified traffic and sales on the website.
Heavily impacted by government decrees imposing the closure of businesses across several countries, brands must rely on the web as their sole source of revenue.
In such a situation, brands would run the risk of giving in to consumer practices that are irresponsible and therefore not very effective, in the hope of boosting their online sales.
In the past, brands have already tried to compensate for declining in-store traffic through mass marketing and aggressive promotional efforts. A method that only leads to increased expenditure, deterioration of their margin and the relationship they have with the consumers.
Increased communications could lead to a saturating effect on targets, who are already solicited by many brands wishing to bring customers to their websites.
In such a context, the personalization and contextualization of messages and channels is more important than ever.
The brands that manage to stand out and maintain a close and trusting relationship with their customers are the ones that will succeed in maintaining their business over the long term.
By rethinking their marketing approach and adopting omnicanality, they will be able to effectively direct their sales to the web, without having to reduce their margins.
Omnicanality, which consists in being able to address customers who only buy in a store on other channels (email, SMS, social networks, search, etc.), represents a significant value creation opportunity for companies.
We know, for example, that an omnichannel customer spends on average 3 to 4 times more than a customer who only buys in a store. Solutions favoring omnicanality exist to enable brands to maintain their activity in this period of crisis.
Broadening the customer base is the first step towards enabling brands to maintain or even boost their sales.
Identify your best customers and address similar profiles in your acquisition campaigns in order to recruit immediately your future best customers, those who will generate the most value over time.
Moreover, to transform store customer traffic into web traffic, individualized marketing is an effective solution. Proximity resulting from the personalization of messages is a crucial factor in the success of campaigns.
Knowing how to identify the needs of each customer and approaching them at the most appropriate time is the added value of data analysis, which is made possible by AI and achieved through individualized marketing.
Data analysis by artificial intelligence offers retailers the ability to detect purchase intentions on their website.
A key factor in personalizing marketing actions to each consumer, depending on the products for which he or she has a strong preference. With the help of relevant product recommendation templates, retailers can effectively turn purchase intentions into action, directly on their websites.
For this reason it is urgent for retailers to rethink their way of doing marketing today and develop adapted marketing scenarios with relevant and individualized messages, which will enable them to maintain ties with their customers and sustain turnover.
David Le Douarin started his professional career in 2001 at Yahoo, as European Channel Manager. He joined the start-up Freever in 2003, specializing in Internet telecommunications services, which was bought in 2007 by Buongiorno. In 2011 he participated in the creation of Lumata, specializing in mobile marketing. In 2014, he met Olivier Marc with whom he founded Advalo, an individualized marketing solution for retail players.
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