Retail in transition
The retail sector has changed significantly in recent years. The online share is now around 16 per cent, but the majority of sales are still generated in bricks-and-mortar stores. Many customers obtain information online via search engines, social media or retailer websites before making a purchase. Digital touchpoints have therefore long since characterised the path to bricks-and-mortar shopping.
Online impresses with precision
Speed and personalisation count in e-commerce. Dynamic prices, customised offers and targeted campaigns appeal to consumers precisely when they are most interested. Data provides the basis for effectively playing out messages and making success measurable. Digital retail is characterised by efficiency and precision.
Stationary wins with emotion
But the brand comes to life in the shop. Advice, atmosphere and personal encounters create trust and turn shopping into an experience. The product presentation, the lighting, the feel and a good conversation with the sales staff have a direct influence on the purchase decision. Traditional media such as brochures, posters or digital screens also increase visibility and lead shoppers to the shop in a targeted manner.
When online and offline merge
Increasingly, the purchasing process begins online and ends in-store. Studies show that the majority of purchase planning now takes place digitally, but the actual purchase is often finalised in-store. Retailers who skilfully combine digital and stationary contact points utilise the full potential of offer communication. Digital brochures, location-based offers or social media campaigns create a bridge between online impulse and stationary shopping. It is crucial that customers recognise the brand on all channels and have a coherent experience - from the first click to the receipt.
Offer communication connects
Online inspires, stationary convinces - and only when they work together do both develop their full effect. Combining digital reach with an emotional appeal creates a seamless shopping experience that inspires and retains customers in the long term.
Would you like to network your offer communication across channels and reach customers where they make their decisions? MEDIA CENTRAL supports you with holistic media planning that effectively combines online and offline.