For the first time ever, consumers are now purchasing more online than in stores.
To some customers, shopping online is a no-brainer. Thanks to speedy delivery options, they can still receive products quickly without the long lines and crowds, especially during the holidays.
But for others, nothing beats the brick-and-mortar retail store. Some might need to see and test the product firsthand. Others might want a recommendation from a sales associate or need a question answered.
Customers expect these experiences to mirror one another: they want the same level of personalized service no matter if they’re in your store or on their sofa. In other words, customers expect retail marketers to align the in-store and online shopping experience across channels.
Retail email marketing with a robust eCommerce platform is a powerful tool for bridging these two experiences. Here are five ways retailers can connect the in-store experience to the online experience.
Send a Receipt via Email
You know that crumpled mess of receipts and garbage at the bottom of your bag? Eliminate that for your customers by giving them the option to receive their receipt via email. The added bonus: you can ask them to opt into emails, expanding your customer list and translating an in-store shopper into a virtual one.
Show a Little Birthday Love
Make your customers feel special on their birthday with a little gift. Send an email inviting them to stop by your store to pick up a small product or take advantage of a coupon. This is an especially helpful tactic for getting online customers to visit stores. Ulta is one retailer that offers this perk.
Send Alerts for Items Back In Stock
Out-of-stock items can be a bottleneck for shoppers and retailers. Give customers the option to sign up for email alerts that will notify them when the items have been restocked.
Try Out Location-Specific Deals
Draw customers back into the store by offering location-based deals to those who visited but did not make a purchase.
Share Surveys with (Bonus!) a Promo Code
Earn valuable feedback while earning customer loyalty. Send a survey to customers and email them a promo code for an in-store purchase once they complete the survey. Here’s an example of a customer experience survey from Kohl’s.
Use Third-Party Data
Sending engaging emails to customers means knowing your customers. Third-party data gives you a stronger, more well-rounded picture of your customers outside of what they do in your stores and online. For example, if you know your customer has been browsing for shoes online and that this customer is a deal seeker, you can offer them a relevant coupon — the right message at the right time in the right channel.
TowerData is a technology company that makes it easy for marketers to access the data they need to better engage the customer behind the email address. Our suite of email services allows you to enrich, clean and expand your email list via a real-time API or automated file processing.
