This enables associates to make more relevant product recommendations or even make purchases for a customer if a particular item isn’t in stock. Burberry arms its store associates with iPads so they can pull up shoppers’ account data and purchase history while they’re inside the store. Doing so can enhance shopping experiences and drive sales.Ĭonsider Burberry, the fashion retailer. Allow Access to Online Account Information in Physical Storeīridge the gap between bricks and clicks by giving your customers and physical-store staff access to online account information. ![]() So you may want to include the answer in that item’s product description page. For instance, if your physical store associates keep getting the same questions about a particular product, there’s a good chance that online shoppers have similar queries. Qualitative information, such as shoppers’ common questions and concerns, can also be used to improve your online shop. Utilize in-store analytics tools, such as people counters and sensors, to better understand how your offline customers behave and then compare that with online behavioral data to spot patterns and opportunities. You can also use offline information to enhance your ecommerce site. Take note of the most liked, viewed, and pinned items online and then leverage that information when making decisions regarding product displays, inventory, and more. The retailer developed an in-store app for its associates that matches top pins with each store’s inventory, so the staff can display and promote the items accordingly.Ĭonsider something similar in your brick-and-mortar business. Nordstrom, for example, uses Pinterest to help decide what products to display in its stores. What’s trending on social sites can help with merchandising and marketing. ![]() For instance, if you see an increase in sales for a particular product on your website, you should consider promoting it offline, as well, to your brick-and-mortar shoppers.Īlso pay attention to social media data such as Facebook likes and Pinterest pins. Use Online Data for Offline Selling, and Vice Versaĭata pertaining to online sales and traffic won’t just help you optimize your ecommerce site. Birchbox, the accessories and grooming retailer, is opening physical locations, in addition to its ecommerce site.
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