As the dust settles from post-holiday January returns, retail marketers are looking for ways to generate growth in Q1 and beyond. To succeed, marketers must be prepared to look beyond the confines of in-store versus online & appeal to ever-evolving shopping behaviors.
The Convergence of Clicks & Bricks
The lines between ecommerce and in-store shopping will continue to blur in 2019 as omnichannel shopping becomes the norm. As noted by a recent eMarketer report, “more purchases than ever before are influenced by digital touchpoints,” whether those purchases take place online or in-store.
At a basic level, the omnichannel shopping trend is a call for marketers to employ smarter location and contextual targeting within their ad campaigns. At an advanced level, it’s a warning that new competitors will emerge as traditional retailers become more digitally savvy and direct to consumer brands establish experiential storefronts.
For marketers of brick & mortar retailers, it’s time to conduct a sincere audit of the shopper experience. For instance:
- 59% of shoppers would like to checkout with their phone
- 56% of shoppers would like interactive, shoppable screens to help them through their in-store selection process
- 54% of shoppers leave stores because they can’t find what they’re looking for
- 36% of shoppers would like to use VR within stores to experience products in different settings
- 22% of shoppers abandon their purchase when checkout lines are too long
The trend? Shoppers expect as much convenience & autonomy in-store as they do online, and the causes of abandoned carts deserve attention whether they are material or virtual.
Perhaps it is no surprise, then, that experientially focused pop-up shops are garnering so much consumer attention — and revenue.
Spotting the Pop-up Shopper
As direct to consumer brands are exploring pop-up shops, another trend is emerging that all marketers should take note of. Simply, individuals who flock to pop-up stores aren’t the typical brick & mortar shopper. They’re digitally inclined shoppers that are quick to subscribe & hard to find.
Indeed, half of individuals who frequent pop-up stores are also patrons of monthly subscription boxes, and over a third (38%) shop online every week.
Based on this, it would behoove marketers of subscription boxes to target their advertising campaigns to digital placements near pop-up shops & to devices belonging to individuals who have frequented these stores.