[Tribune] In-store traffic data, the cornerstone of an end-to-end channel strategy – Veille et Tribune > Brands

After opposing online and offline sales for a long time, e-commerce players for several years have been engaging in true ‘omnichannel’ or ‘phygital’ strategies, breaking the boundaries between these two worlds, and allowing the consumer themselves to make an ‘offline’ (visit offline) Internet, online purchase) or, conversely, “ROPO” with online discovery, but also point-of-sale purchases.

Towards an “omnichannel” advertisement

If these multi-channel strategies are now the majority in commerce, they are still struggling to establish themselves in the advertising field, where teams and budgets are still very fragmented, and sometimes screens or conflicting strategies.

However, according to a recent study by Analytic Partners, the media mix can hold some surprises. While investments in traditional media such as press, television or radio primarily generate in-store sales (71%), digital media primarily generate audiences (57%) at the point of sale rather than in the line!

With the notable exception of affiliation, which sends 76% of traffic to e-commerce sites, it is traditional merchants that capture the majority of the search audience (53%), digital audio (57%), social networking (59%), and view (67%). ) or an online video (67%).

Expand the concept of driving to storage

Despite the strong growth of e-commerce in recent years, traditional commerce still accounts for 80% of sales and up to 90% in foodstuffs.

Anticipating the decline of historical factors such as the rollout, brands are now engaging in timid “storage engine” strategies, also called “online to offline” across the Atlantic, to tap into these audiences. But still few people strive to use store traffic data as part of a truly omnichannel strategy, to improve the impact of campaigns in both the physical and digital worlds.

Contribution of POS movement data

? Store traffic data is often reduced to a “drive to store”, while having an overall effect. In fact, this data corresponds above all to potential customers who are particularly committed to the brand, since they have made an effort to go to their point of sale. If they are targeted in a more relevant way, these people will convert either on the e-commerce site or in the store. With the expertise of Agence On Prend un Café (OP1C), in-store traffic data from Kairos Fire, for example, has enabled Auchan to give substance to the holy grail of multi-media optimization.

It is clear that optimizing the campaign made it possible to increase the offline effect with + 57% of visitors and reduce the cost of the visit by 36% (with an equivalent budget). But the online effect is even more impressive: +79% buying on an e-commerce site, with a 44% drop in CPA. All of this is from store traffic data.

Data, the cornerstone of an end-to-end channel strategy.

We understand it. Store traffic data can no longer be reduced to a drive-to-store alone, when it has a multi-channel effect.

As digital media transforms online and at point of sale, now is the time for advertising players to stop opposing online and offline data.

Because if digital media above all generates an audience in the store, it will never be as effective as if it depends on reliable data for store traffic.

amphitheater clouds tassito, pFounder of Kairos Fire, specializes in measuring and optimizing point-of-sale traffic.

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