Publié par Cassandra Vermeulen le 09/05/17
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#Trends

The supposed death of the point of sale due to the spectacular rise of e-commerce is now a thing of the past. On the contrary, combining the power of information with digital visibility and physical proximity has become the new major challenge that brands must face. Called ROPO (research online purchase offline), this challenge describes an omnichannel purchasing path that reflects the buying behavior of 70% of all French consumers! Digital technologies have become a necessary means for generating in-store traffic and sales. Adictiz makes its best practices available so you can successfully implement games and contests into your marketing mix!

INCLUDE ROPO IN YOUR WEB-TO-STORE PACKAGE WITH MARKETING GAMES AND CONTESTS

Seventy-seven percent of all purchases still occur in store, which remains the most efficient point of contact. At the same time, consumers have become all the more wary and demanding towards brands. They want to reclaim their decision-making power throughout the purchasing process in order to be raised up to the level of active consumers. This is why they first turn to the Internet to become better informed, reassure themselves, and compare offers in search of the best deal. A significant proportion of these online interactions then convert to in-store sales. In fact, cross-channel activity produces a conversion rate that is 16% higher than single-channel!

 

ROPO lets brands simplify the purchasing path by providing a solution to the main recognized obstacles to online shopping. These obstacles include delivery time, payment security, and data transparency. Web-to-store strategy for brands spans all sectors, with content marketing playing a key role in this process. Available on the web, mobile platforms, social media, and at points of sale, marketing games and contests let you to influence consumers in their decision-making process using targeted content. It achieves this while still empowering the consumer to interact on his or her own terms, ultimately driving the most engaged and "purchase-ready" shoppers towards points of sale.

Who are the ROPO consumers?

Among participating ROPO consumers, several categories exist:

  • The most common type of purchase, at 26%, is the impulse purchase. Leverage a visual game in conjunction with your branding strategy to play up the desirability of a particular product.

  • Twenty-five percent of purchases stem from a set intention to buy a particular product and find information about its availability and location online. Opt for rapid gameplay with the Instant Winner game and give players quick access to practical information.

  • Fourteen percent of all consumers want to be reassured. Promote user-generated content (UGC) by holding a daily Photo Contest or a call for Shopping Lists, votes, or reviews. The opinion of a third party is often worth more than the word of a brand. UGC is an excellent way to identify your community's influencers and transform them into brand ambassadors!

  • For 14% of consumers, their purchase decision stems from an urgent need for a necessary product or service. Speed and proximity are of the essence. This is a good opportunity to invite users to share their location in order to best respond to their needs.

  • For the remaining 21%, it's the consumer experience itself that takes precedence. Such consumers must simply own the product, and it's up to you to convince them to try it! Personality tests and brand prize giveaways are ideal ways of reaching out to these types of community members!

They do, however, have some points in common. Indeed, 52% of consumers are quite undecided and will do their final research online before purchasing. And 65% of consumers use ROPO now more often than they did in the past,—a trend that has been growing since the 2000s. It's up to you to implement your interactive, localized digital communication plan to help them make a decision!

DRIVE TRAFFIC TOWARDS POINTS OF SALE VIA ONLINE MARKETING GAMES AND CONTESTS

Your main challenge is to drive traffic towards points of sale. Marketing games and contests is the ideal advertising medium for driving qualified and engaged consumer traffic. It places user experience at the heart of the buying experience, thus capitalizing on the power of consumer interaction. Players are left to decide whether or not to take interest in the brand and its product offering, leave their contact information, or even go directly to make a store purchase.

 

There are also numerous incentives you can build in to your games and contests to help you reach your marketing objectives:

  • Use coupons to reward all players. You can even track the difference between the number rewarded and the number redeemed to better identify purchasing obstacles. On average, 45% of consumers who have won a coupon or voucher actually travel to the point of sale to redeem it.

  • Require customers to make a purchase to play the game. Ask the player to enter their order number or upload their receipt to access the game and attempt to win an attractive prize or even a refund for their order. This usually results in an increase in the number of sales as well as the average order value.

  • Set it up so that products won must be picked up from a point of sale (with or without minimum purchase value). This incentivizes consumers to test out your products and also serves to increase their purchase frequency over the long term!

  • Increase the odds of winning for players who go into a store via a store locator or Check-in game. Geolocation enables you to launch personalized geofencing email and text campaigns to invite these consumers to head over to the nearest point of sale.

  • Combine your marketing game or contest with a Buy Now or Click & Collect strategy. Invite players to add products featured in the game to their shopping cart in just a few clicks thanks to a geolocalized pop-in feature. This allows them to find nearby product outlets in real time. This is a good way to strengthen the close ties between your brand, distributors, and consumers!

EXTEND THE GAMIFIED IN-STORE CUSTOMER EXPERIENCE

The physical store is a key component of buying behavior because it boasts a conversion rate that is 20 times higher than the web. It allows potential buyers to touch, and try out, and have an up-close look at a product to ensure its quality, availability, and ease of pick-up and transport. There is also the added benefit of being welcomed and assisted by on-hand experts. Twenty percent of French consumers are ready to pay more for a better shopping and customer experience. For example, you could inform players they can gather certain clues from members of your in-store sales team. Perhaps a mystery word or one of the responses from your online Quiz game, or even one of the items from the Hidden Objects game that they can look for in your store. Don't hesitate to encourage your customers and prospective customers to play and interact within the in-store environment! PLVs, product packaging, or purchase receipts can also come in handy for this type of exercise.

 

Also, be sure to give customers access to your marketing games and contests via interactive terminals and other in-store digital devices to help them wait during peak times. Such "wait marketing" techniques are quite useful for engaging customers and collecting data! Don't forget to think #mobilefirst. The smartphone remains an integral component of buying behavior, even at points of sale.

 

Indeed, 2017 is the year of customer experience, and the digitization of points of sale is a key part of this approach. Distributors have come around in terms of equipment but not where content is concerned. Digital devices mainly serve to showcase products or otherwise aid in merchandising, but it seems brands rarely make the effort to include dynamic content. A recent study shows that:

  • 60% of stores have implemented digital display screens (20% of which are test sites), and 15% plan to do so.

  • 86% are content with static content, typically a video that plays on a loop.

  • Only 33% use these devices to collect information.

  • 40% justify this fact by how difficult it is to produce content, while 51% claim lack of visibility in terms of ROI.

Taking the approach of using highly effective marketing games and contests lets a point of sale industrialize its production, reduce costs, and analyze the statistical windfall of the game campaign in real time. It is also a convenient way for a franchise chain or distribution network to quickly deploy localized and interactive communication throughout all stores and to identify which outlets are the most effective.