“Just 13% of digital-business professionals track their companies’ mobile audiences across online and offline channels.”
– Retail Me Not
Online (mobile) has become an important channel for most businesses but this doesn’t mean the Offline (brick-and-mortar) channel has lost its relevance. It is important to understand the full customer journey including both online and offline touchpoints a customer has before converting.
Primarily driven by the free release of Google Analytics 10 years ago, more businesses started to track online behaviour and conversions (such as sales). The clever ones understood that sometimes a customer might browse online and then make a purchase in-store so they started to give away coupons online or launch loyalty programs (tied to a login) to track how the online channel was supporting in-store sales.
In the Offline channel, analytic solutions improved to be able to track user behaviour anonymously, in the business’ brick-and-mortar stores – how many visitors walked past the store, how many entered, where did they go, how long did they stay, etc.
This tracking was all done anonymously (by just tracking the customer’s smartphone WiFi pings) but if the user download the store app or logged onto the store’s WiFi they could be tracked individually and even offered personalized, contextual push notifications. If a user was logged into the website and added a shirt to their online shopping cart the business could deliver them a push notifications while they were in-store offering the same shirt for a 10% discount.
Now, the most data mature businesses are trying to bridge their Online and Offline analytics data such as tracking users across devices into phone calls and even into the physical store as 85% of customers still prefer to shop in-store.
Google Adwords now provides businesses the ability to track which online ads lead to brick-and-store visits and are rumoured to be working with retailers to even track (sales) conversations back to the ad impression.
How might these online and offline analytic solutions be used to improve the customer experience?
Imagine a user did a search for “things to do in Switzerland” and clicked on a world renowned art fair ad but only purchased the ticket once they they were remarketed to while visiting another website. After entering the fair with their eTicket (stored on the fairs mobile app), event organizers could send a push notification to the user suggesting they visit the exhibition hall with the artwork they viewed online. The user would then be more likely to purchase artwork which could then be attributed back to the first online ad.
If your company is interested in learning how to implement analytics to track the full customer journey (online and offline), please contact us.