The Future of the Digital Store Through Proximity Marketing

- 21st Mar 2017


Physical stores will inevitably adopt in-location digital strategies to keep up with the changing environment as the physical and digital worlds blend. What does this mean exactly? In Forrester’s latest report, “The Future Of The Digital Store”, the report explores the intersection of digitization and brick and mortar.

The report shows how digitization will bridge the gap between the physical and digital retail experience to enhance the customer in-store experience. Furthermore, the report dives deeper into the operations of the stores such as staffing, task management, loss prevention, inventory visibility, etc. and sheds light on how digitization can run a store efficiently and flexibly to improve revenue. Lastly, it talks about the daunting task of digital implementation.

What makes a digital plan successful often lies in choosing the right technology platform– a platform that has been built, from the ground-up and integrates different departments of a store and is robust enough to launch a well-designed engagement program for customers.

There exists a multi-channel LBS and mobility platform capable of delivering on all the parameters the report enumerates — Proximity MX. In this blog, we have highlighted the most important aspects of the Forrester report and developed a side by side comparison to Proximity MX features.

1. Digital Store Platform is Integral to Enhancing the In-Store Experience

Brick and mortar stores have to embrace digital technologies because of a very obvious reason: more and more customers are using mobile devices, Wi-Fi, and other geo-location technologies to remain connected, because these technologies play a decisive role when it comes to making purchase-related decisions.  Customers are willing to experiment with technology and indulge in research and arm themselves with information to be on top of everything. They access the internet to search for product pricing, reviews, coupons and other information to help them in their decision making. The Forrester report states 56% of customers use mobile devices in stores for price comparison and they are increasingly turning out to be customer’s trusted advisors. Improving service levels through personalization, uninterrupted connectivity, guided engagement, and convenience all contribute to enhancing the in-store customer experience.

Proximity Edge:

Proximity MX is a multi-channel LBS and mobility platform capable of providing seamless and uninterrupted connectivity. It works via Wi-Fi, Bluetooth, or mobile geofence, and whether or not customers have downloaded your app or are just enjoying your free Wi-Fi. It helps you maximize the return on your existing Wi-Fi investment and gain strategic advantages.

Proximity MX can significantly improve the customer experience by behaving like a virtual personal guide – providing information regarding new stores, offers, directions to the nearest restrooms, etc. Also, the multi-channel mobile engagement (SMS, Email, App, Captive portal notifications intelligently triggered by Wi-Fi, BLE, GPS) keeps customers connected and engaged.

Proximity uses customer location data to create a rich customer experience. It acquires customers at a fraction of the cost of traditional marketing strategies and improves your ROI significantly.

2. Digital Technologies Create New Opportunities in the Physical Store

Bridge the Digital Gap: Digital store technologies like Wi-Fi, Beacon, RFID, etc. is bringing in the same ease of convenience and personalization to retail shopping outlets as online and is bridging the physical and digital divide. It facilitates purchase decisions and helps retailers maximize conversion.

Empower Employees and Enhance Customer Engagement: Digitization is completely transforming store engagement. Sales associates armed with digital technology and devices are empowered to access and scan multiple information sources to create a relevant experience for customers and provide valuable advice thus evolving from an information provider to an engagement facilitator.

Proximity Edge:

Proximity MX qualitatively enhances your customer intelligence center. It integrates at-location data with your back-end enterprise/CRM system. Create a compelling customer engine and complete the 360-degree view of your customer, with deep insights into demographics and behavioral patterns — exactly what you need to power your sales force with.

3. Operational Technology Makes Stores More Efficient

The report talks about how digital store technology makes the day to day store operations efficient and flexible to optimize profitability.

Undercover New Insights: Retail store analytics promise new insights based on in-store shopping behavior and can generate deeper insights when retailers couple those with behavioral data from other channels. These capabilities let other store systems such as task management operate in real time, turning data into actionable insights for associates and customers.

Integrated Digital Systems: Digital store systems and digital experience systems together consist of well-integrated commerce engines, content management, personalization, analytics, and other technologies that actively manage the store and make the challenging omni-channel fulfillment and contextual delivery a possibility. They efficiently tap into store inventory and avoid store specific markdowns, delivering the right message at the right time. On the other hand, enterprise, back-office systems act as systems of record and fuel the applications that make real-time decisions in the digital experience, for example, ERP.

Proximity Edge:

Proximity interprets the user’s position data and maps the activity to the high-level business identity of the user, provides filtering and profiling on behavior patterns and provides deep, actionable insights. Filtered data can also be ingested into customer BI systems for further analysis.

It supports two-way integration with enterprise CRM/member systems to allow association of users to existing records in the member system and leverages additional information and intelligence available here.

4. Retail Industry Digitization and Barriers

Forrester mentioned the following as the major obstacles in digitizing the retail industry

  •         Poor in-store connectivity prevents retail applications from being effective.
  •         Retail store systems focus on record-keeping and not customer engagement.
  •         Existing store systems lack real-time insights.
  •         Retail store teams exist in a silo.

Proximity Edge:

Let’s see how Proximity MX is uniquely equipped and positioned to be the tailor made solution to all these barriers.

Proximity MX’s design exhibits a unique Rule Engine model. The rule engine is the heart of the location capabilities of Proximity MX. It provides advanced location data processing to map a user’s position to logical business relevant locations and can track user’s movement and visits. The platform rules, Captive Portal, Engagement and Profile, make it a highly scalable and well-integrated multi-channel location-based services and mobility platform. Proximity MX, through its unique and specific Rule Engine is capable of taking on the barriers in the stages of implementation one on one thereby delivering an unmatched digital infrastructure and solution catering to its various stakeholders — the store, employees, and customers efficiently and effortlessly.

Request a demo to know how Proximity MX can be a tailor made solution to all your digital needs.