Despite the explosion of e-commerce, generating qualified traffic at the point of sale is still a key objective for retailers. More than 9 out of 10 French people prefer physical stores to e-commerce for their everyday purchases. More often than not, they seek information online, then buy the product in-store.
Web-to-store is also known as ROPO (Research Online Purchase Offline). It enables local retailers, craftsmen and chain stores to convert web visitors into physical customers.
What is web-to-store?
Web-to-store means going online before visiting a physical store to buy the product you want. This concept links physical and digital points of sale. Its aim is toencourage Internet users to visit a store, by providing information on :
- Nearby shops ;
- Desired products.
Web-to-store offers consumers an omnichannel customer journey. It is based on the implementation of actions via digital channels (website, e-mailing, social networks, etc.). It is the opposite of store-to-web, which consists of directing customers to brands' e-commerce sites to buy products.
Physical stores are a source of immediate satisfaction for consumers. They go there to get a product quickly, try it out and take advantage of exclusive offers.
Good to know: what is mobile-to-store??
This concept is based on the use of mobile technologies to bring consumers directly to the point of sale. These include mobile advertising, geofencing, text messaging and push notifications.
The benefits of web-to-store for your business
Web-to-store offers the following advantages for local businesses:
- Reach a wider target to increase your visibility.
- Better meet the needs of today's ultra-connected consumers. 82% of them say they consult products on the web before buying them in-store. 67% of customers like to visit a store, if they have the time to do so.
- Benefit from additional communication support, especially for promotional activities.
- Gather customer feedback and reassure potential buyers.
- Be present where your competitors are.
- Conveying a modern image. 9 out of 10 French people have a good image of convenience stores.
- Eliminate delivery times and avoid shipping costs.
- Generate additional sales through exchanges between buyers and sellers.
- 76% of shoppers visit a physical store for pleasure, to live an experience. Web-to-store is a good way to meet their expectations with a personalized approach.
9 actions to increase visits to physical outlets
Carry out promotional operations
Two marketing channels can be used: email marketing or SMS. Dataventure can help you create your custom acquisition operations
Launch geotargeted SMS marketing campaigns with our experts. To generate point-of-sale traffic, they segment your audience according to :
- Catchment areas ;
- IRIS ;
- INSEE codes ;
- Postal codes.
Interactive SMS campaigns are ideal for special occasions, local promotions or store openings. They guarantee :
- Optimum exposure: 95% read rate;
- Immediacy : 90% readership within 10 minutes;
- Exceptional recall rate: 60% ;
- Highly effective: 95% of French people have a Smartphone.
The Data & Performance Marketing expert also offers e-mailing solutions
The Data & Performance Marketing expert also offers performance-based e-mailing solutions.
Your campaigns are broadcast on :
- Dataventure group's databases, with 5 million active opt-in profiles
- The 400 opt-in bases of Dataventure.
CSV, FTP deposit, webservice... We adapt lead tracking and delivery management to your needs. To give you total control over your acquisition model, we work with different business models: CPC CPL , CPM, CPV, CPCL, Hybrid. Our in-house studio takes care of creating, integrating and hosting the visuals for your e-mailing campaign.
Optimize your Google Business Profile
The establishment listing allows you tobe visible on Google and Maps, free of charge. You can customize it with your own hours, photos, posts, etc. According to Google, a complete and detailed listing is 38% more likely to generate point-of-sale visits.
From your dashboard, you have access to the performance of your business listing. You'll see how your visitors interact with you:
- The keywords users use to find you ;
- Insights into calls, reviews, bookings, etc.
Leveraging the store locator
With store locator, visitors to your website can easily find the nearest store. This service facilitates your customers' shopping experience. It increases store visits, while improving your visibility on Google. It enables you to harmonize information for all stores, with reliable data.
Offer click and collect
83% of Generation Z and Millenials regularly click and collect. This web-to-store strategy is a must. To implement it, all you need to do is offer your customers the option of buying the product on your site, then collecting it in-store.
Click and collect saves Internet users from having to pay shipping costs. For retailers, this solution is highly effective in generating more visits to points of sale. And more traffic means more sales.
Leveraging the product locator
This feature shows customers the products available in store. They know right away if :
- The product is present at the point of sale;
- There is sufficient stock for the quantity required. If not, the product locator indicates the nearest store with the desired product in stock.
Offer online appointment booking
The online appointment booking module can be integrated into all your communication channels:
- Your blind locator ;
- Your company details ;
- Vox social networks.
Its strengths:
- An enhanced booking experience for your customers. The diary is available 24/7, even when the outlet is closed. For them, this means less waiting for an appointment, and no need to phone. They receive e-mails or SMS messages to confirm, modify or remind them of appointments.
- Time-saving for retailers. They're freed up from scheduling and handling appointment requests by phone or e-mail.
Boost your local referencing
46% of searches on Google are carried out to find a local business. 85% of users have already searched for local businesses on search engines. In the space of 5 years, queries containing the words "near me" or "nearby" have multiplied by 5. So much proof that local SEO is an effective web-to-store strategy.
Get as many customer reviews as possible
Nearly 9 out of 10 consumers consult customer reviews before making a purchase. They reassure visitors, while reinforcing your credibility. By acting as social proof, they encourage prospects to visit your store. Don't hesitate to equip yourself with a dedicated customer review management solution.
Once you've collected them, you can display them across multiple channels: website, business card, social networks, etc.
Taking care of your social networks
Two key words:
- Complete your description, contact details and opening hours. Don't forget to add photos and videos, to encourage visitors to visit.
- Publish quality content regularly. Being active reflects positively on your community.
Diversifying payment methods
The COVID-19 pandemic has had a major impact on the payment habits of the French. Innovative devices include :
- Pin Online;
- Facial recognition to validate payments ;
- The mobile wallet ;
- Mobile terminals integrating a means of payment.
Web-to-store is an ideal technique for ensuring continuity between the online and offline customer experience. By implementing this marketing strategy, you reach prospects and customers at every stage of the purchasing process. To capture consumers' attention on both channels, the key is to :
- Digitizing your point of sale;
- Humanize your web presence.
