Digital Marketing Trend: The Offline and Online Overlap

As technology has progressed, so has a consumer’s shopping behaviour. It doesn’t take an incredibly observant person to notice that the use of smartphone is prolific in today’s world, and increasingly people are using their smart phone to assist them when shopping. Take showrooming for example, showrooming has become a common consumer behaviour where shoppers visit a store to check out a product but then purchase the product online.

Geofencing

Additionally, new digital marketing techniques such as geofencing and push notifications are becoming much more common. Geofencing tracks a user’s GPS and once a mobile device enters or leaves a specified area, for example Oxford Street in London, a notification can be sent (such as on an app, or via email etc.). This is revolutionising the industry as it allows for direct marketing to occur whenever someone is in the area and may not even realise. For example, a café could tempt a consumer to grab a coffee once they’re in close proximity. This can be enhanced further using retargeting. When a customer has looked at a product online this exact product can be retargeted to the consumer when they are near the shop.

Social Commerce

Social commerce is constantly evolving and a digital marketing agency must remain on top of the newest updates and trends. For example, Pinterest recently launched buyable pins that allow people to buy a product directly from that image. Instagram also introduced this last year, allowing users to tap the image to view the products featured and click the link directing them to the retailer’s website.

Check-Out-Free Shopping

Check-out-free shopping is yet another way that offline and online shopping data are being linked. Consumers can go in to a shop and walk out with the product without having to go to a till. Instead sensors detect them leaving and charge their account accordingly, providing a seamless shopping experience. This allows companies to gain increased data on consumers’ offline shopping habits. Amazon Go have implemented this strategy in the US and it’s looking like this could soon become the norm globally. Definitely something new start-ups in London with offline stores should be considering!

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