In an era when 55% of online product searches start on Amazon, retailers are struggling to find ways to bring people into physical stores once again. But the fight for traffic is more complex than simply wooing large numbers of consumers into malls or stores. Ideally, retailers want to attract shoppers who are primed to make a purchase — people who have already done their research and signaled a strong intent to buy.
This Special Report explores four strategies that omnichannel retailers and leading-edge brands are employing in the battle for consumer traffic:
- Digging Deeper Into Location Analytics, creating more targeted marketing and messaging to consumers located close to retail stores;
- Creating New Retail Formats, e.g. partnering with malls moving away from outdated anchor store models to more engaging, community-oriented spaces;
- Building Traffic Via Partnerships, such as the Sephora store-within-a-store relationship with JCPenney; and
- Linking Online And Offline Experiences, including sharing real-time information with customers about trending products that are in-stock at stores near them, and tying these messages to contextual data such as weather, customer data and purchasing intent signals.
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