Some inspiring retailers have started taking their marketing efforts to the next level by integrating cross-channel campaigns.
They’re going above and beyond the standard, traditional campaigns that every other marketing team is running. And as a result, sales are climbing.
So what are they doing differently, and how are they tying together different channels to build these impactful marketing campaigns?
Let’s look at some creative ways retailers are using marketing to drive sales. We’ll also share real-life examples you can learn from and use to get inspiration from for your next campaign.
1. Integrating in-store customer data with online & offline channels
Some retailers have found that their in-store consumers turn to mobile devices during the brick and mortar shopping experience to check reviews, to look for additional sizes and stock, and to browse products. To capitalize on this, they’re accommodating their mobile-savvy shoppers by making it easier to share in-store information across channels and devices–and then leveraging that customer data by following up with personalized marketing efforts.
For example: Fashion retailer Rebecca Minkoff has created a “Save your fitting room session” experience, in which fitting rooms are equipped with screens that allow a customer to save the items they liked during an in-store try-on session and then order them later from their mobile device (via the eCommerce site or call-in number.)
As a result of integrating this in-store customer data with their online and offline channels, they saw a 6-7x increase in sales in as little as 5-6 months.
2. Putting user-generated content to work
Other retailers are enabling customers to create branded content via in-store experiences–and then they’re putting that user-generated content to work. In doing this, they’re producing marketing materials that feel more organic and capitalizing on the sharing aspect of social media to expand their reach far beyond what solely internal efforts could produce.
A great example of this: Topshop’s Wish You Were Here campaign. For 11 days in cities around the globe, Topshop offered free styling and makeup to participants who shared their “postcard” photos to their personal Instagram accounts, as well as to Topshop’s Facebook page. Participants were also given a printed copy of the photo to take home.
As a result of this marketing campaign, Topshop generated an extra 5.3 million views on Facebook plus over 2,000 comments, as well as PR coverage in places like Mashable and Brand Republica well as 600+ other blogs. The total reach for the campaign is estimated at 7.5 million people.
3. Harnessing data for personalization across platforms
When it comes to harnessing data collected across multiple customer touchpoints, some marketers have figured out how to implement processes that help them use this information to deliver more personalized future interactions. In doing this, they’re able to more effectively cross-sell and upsell based on robust customer profiles.
For example: Home security retailer Vivint incorporates notes from phone calls into follow-up email retargeting efforts so that messages are extremely personalized and relevant for the recipient. If a prospect didn’t convert during an initial phone call, they follow up with an email that includes a targeted offer based on the indicated reason for non-conversion.
Vivint is the largest home security retailer in the U.S.–and it’s creative marketing tactics like this one that helps them stay a leader within the niche.
4. Using location data to create multiple purchase opportunities
Rather than creating competing in-store or online marketing offers, some retailers are instead making it easier for consumers to buy in whichever way is best for them. How are they doing that? They’re using the shopper’s location data to showcase the nearest retail location–alongside the mobile shopping experience.
A real life example: Nordstrom integrates locations of their nearest stores into the online experience so consumers can buy online or in-store (they can also buy online and pick up in-store)–and see in real time how far away the nearest brick and mortar location is in case they prefer to shop in-store rather than online.
By making it easy for a consumer to see where the nearest retail location is, they help overcome obstacles in the way of purchase (like wanting to try an item on or to see it in person.) When it’s obvious that a physical store is nearby, these efforts help direct interested buyers to another place they can make a purchase after taking a first-hand look.
5. Email offers to spur in-store purchases
Last, but not least–some retailers are spurring sales by including a printable offer that can be redeemed for an in-store purchase. No, it’s not necessarily a new idea–but it is helping drive ROI of email marketing for retailers who don’t offer online checkout (think restaurants, automotive repair shops, etc.)
One example of this in action: Jersey Mike’s, a chain of sub shops, uses email to share offers with customers that encourage in-store purchases. It’s effective, too: Data shows that 85% of Americans use coupons on a semi-regular basis.
While these types of retailers don’t have an eCommerce destination to drive traffic to, marketing campaigns like this one still help deliver substantial ROI through email and keep the brand name top-of-mind with audience members.
Think about the marketing campaigns you’ve seen here, and then consider how you, too, can step up your retail marketing efforts to fill the gaps and better serve your past, present, and future customers.
We challenge you to test out some new cross-channel efforts that integrate customer touchpoints and help foster a more holistic customer experience.
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