Physical stores will be responsible for 78% of purchases made by 2024

The last two years have marked a digital leap for companies that have adapted to the pandemic and the new consumer reality, especially in retail. According to data from the multinational EY, 36% of companies invest in the digitalization of the customer journey. But despite the focus on digital channels, a study by Euromonitor International found that 78% of all purchases worldwide will be made in physical stores by 2024.

The need to integrate physical and digital shopping experiences is one of the big challenges facing companies, and experts call it the “Phygital Experience”. According to Joana Reis, senior account manager at E-goi Digital Solutions, there are some technology solutions that facilitate this integration.

One of the most common ways is to monitor behavior in commercial establishments. “From the moment the customer connects to the store’s Wi-Fi network, tracking in the physical store allows, from entry to exit, to know all the details of the route taken,” explains Joana Reis.

Based on the insights previously gathered from previous behavioral analysis, the next step is real-time purchase recommendations. “Solutions with personalized recommendations are emerging, supported by artificial intelligence and based on the user’s profile, purchase history and other available information,” he adds.

To ensure a coherent, relevant and unique experience, Joana Reis highlights an important part in the design of the Phygital strategy: in-store service. “The more information shared with retailers, such as the customer’s in-store profile, churn and product suggestions that can be offered alongside purchase options, the greater the likelihood of reducing the boundary between digital and physical, as the information is processed, shared and later processed by sellers for higher conversion”, adds Joana Reis.

All data collected in the solutions can be integrated into the Customer Data Platform (CDP), which provides a 360º view of each customer. “The information collected in the physical store and online complement each other, to offer the consumer a complete and personalized experience, based on his behavior and interests.

To complete the Phygital strategy, we recommend sending multi-channel communications, which can be automated, so that the customer receives impactful messages at the most appropriate time and communication channel,” explains the senior account manager at E-goi Digital Solutions. In the retail sector, the use of CDP combined with marketing automation can generate a 29% increase in sales, according to data from consulting firm Forrester.

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