How marketing technology is changing in-store interaction

Before the emergence of smartphones and mobile apps, shoppers interacted with store clerks when they had questions about products. These days, this type of in-store interaction rarely exists as shoppers are likely to consult shopping apps or online reviews for questions or concerns about a product. When a customer does decide to talk to a salesperson, it’s often after they’ve already decided on a purchase. Nielsen’s Mobile Wallet Report found that 72% of shoppers researched a product on their smartphone before buying it. This indicates customers are using apps much higher along the sales funnel, which is a significant area of opportunity for marketers.

The rising popularity of mobile apps offers a dynamic avenue for brands looking to interact with customers during crucial shopping moments along the path to purchase. By understanding how in-store interaction is evolving, brands can enhance the customer experience.

In-Store Interaction Enhances the Customer Experience

Keeping up with technology that enhances a customer’s in-store experience is important as customers are beginning to demand these options. For example, when a consumer walks into a store, they are surrounded by displays. These displays heighten the shopping experience, with features such as touchscreen directories or interactive fitting rooms. In addition to these technological retail advancements, there’s the mobile experience.

More and more customers are using their smartphones in stores. Not only are they using them to research products, but customers are also using their smartphones to redeem coupons, look for sale items, and compare prices. However, if customers aren’t on their phones while shopping, sending them notifications about promotions or discounts to get their attention can improve in-store sales and traffic.

Enhancing the customer experience through mobile technology works for those customers not in-store as well. An increasing number of customers are making purchases on smartphones, and staying connected with these customers through missives like push notifications can remind them to make purchases or come into the store to take advantage of promotions.

In-Store Interaction Makes Shopping Easier and More Personalized

benefits of in-store interactionIf current trends continue, the quality of the customer experience will become the deciding factor for consumers who are selecting a brand; even more so than price. What customers really want from the shopping experience is more personalization, and mobile technology is the way to give it to them.

Apps have a wide market, and chances are there is a shopping app that will appeal to members of your targeted audience. They provide a one-on-one environment where brands can interact with consumers on their turf, within the app of their choosing. Apps can collect data, teaching marketers about a customer’s needs, wants, and buying habits. And with that data in hand, brands can provide more relevant content or promotional offers, which increases consumer trust.

Personalization leads to more accurate customer profiles that make shopping easier.

Personalization leads to more accurate customer profiles that make shopping easier. By examining consumers’ buying patterns and history, brands can predict what products they may want in the future. Then, brands can offer customers the items they want to buy before they even need to search for them. Understanding consumer behavior is the first step to creating a personalized experience that breeds brand loyalty. A review of why consumers buy products, as well as where, when, and how they buy them, helps brands gain insight which can be used to streamline campaigns.

Shopkick Makes In-Store Interactions Fun and Engaging

If your brand is looking to adapt to changing demand by leveraging an in-store app your customers will love, try Shopkick. This interactive advertising platform rewards customers just for walking into a store and encourages them—through rewards—to seek out and engage with your products.

Shopkick allows brands to leverage the impact of mobile technology on in-store interaction. This app helps brands direct consumer traffic in the store while also encouraging interaction with products. As consumers are increasingly using their mobile devices to make their daily tasks easier, working with a program designed to do just that is critical. Partner with Shopkick today to improve the customer experience.

Shopkick works with our partners to increase in-store activity and sales. To use our app as a tool for getting customers more engaged in their shopping experience and to draw more foot traffic, contact us.

Image courtesy of arimag