Omni-channel re-targeting for cross-channel customer contact

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This is where the modern customer comes into business, thanks to digital research is already well informed about products, price comparisons and alternative products and expects an even better prepared seller. Conversely, what does the seller know about the customer who has just entered the shop? Nothing? Almost a bit unfair, isn’t it?

Aptly formulated by Hybris : “When I log on to a well-designed online store, I get a personal greeting message, personal product recommendations, rich product information, videos, cross-selling offers, delivery times, stock information, a ten-percent coupon for my next order, etc. In short, I’m treated like a king. In contrast, if I walk into the same retailer’s physical POS the next day, it appears as if no one is interested in me. ”

Re-targeting is almost an old hat in online marketing. Visitors to their own website who disappear without completing the purchase are “tracked” using a cookie. At the next best opportunity, appropriate advertisements (ideally for the product of his interest) will then be displayed on other websites so that he returns immediately. Paranoia? Maybe a little … but this negative impression can be contained, for example, by “frequency capping” (display frequency per customer). Wikipedia or corresponding providers explain in more detail how it works: retargeting in general or Google remarketing.

The advertising effect on the customer, to see his (possible) desired product on several channels and on different occasions, is well known. The exciting question now is how a corresponding “cross-channel” retargeting can work. Obviously, of course, to include other digital channels in addition to search engines and display advertising. Email marketing or, more recently, social networks. Both Facebook (FBX) and Twitter (Tailored Audiences) introduced this option at the end of 2013.

But how can you use the same effective retargeting mechanism at the POS? It already sounds tempting to inform the seller about the customer’s product interest and, at the same time, perhaps make an exciting offer for the customer. Two developments that support this trend towards omni-channel retargeting:

1.) Every customer carries the potential interface between online and offline marketing with them: their smartphone. This is exactly what developments like Apple’s iBeacon, which connect to the customer at the POS, rely on. The complete cross-channel solution across multiple end devices (such as the home PC and the mobile) is often relatively limited … but the connection between mobile-searched content and, for example, in-store displays and offers can already be established in this way. And mobile retargeting is already being worked on feverishly. Thankfully, the customers also play well and always stay logged in to Google on PC, tablet and mobile, or use their Facebook account to log in to other websites.

2.) Equipping the seller with digital devices. In addition to the possibility of displaying product details, special offers, functions and, if applicable, variants available online, the equipment with digital devices also offers other advantages, such as easy training options . But above all, you can also inform the seller about the valuable regular customer who may be standing in front of him …