Retail Surgery: How can I use online customer data to encourage people to visit my store?

With the rise of ecommerce, many retailers are concerned about how they can keep customers visiting their bricks-and-mortar stores.

But Jon Cano-Lopez, managing director at analytics firm Communisis Data Intelligence, says the increase in online spending represents an opportunity for retailers to drive footfall because, provided customers opt-in, it hands enough information to merchants for them to better understand their customers and market to them more relevantly. He says: “This data is valuable to retailers, as historically it has been difficult for stores to accumulate knowledge about their customers’ preferences.”

Once the information has been translated into a digestible format, retailers will be able to target customer segments with in-store offers and events that are relevant to them. For example, high spending customers can be invited to VIP evenings and loyal shoppers can be invited to early Sale events. Once in store, retailers have a great opportunity to engage the consumer and to up-sell.

Cano-Lopez says: “Timing is key as these top-up purchases are frequently made quickly after the initial purchase and email has a critical role to play here.”

He adds offering click-and-collect also gives retailers the chance to build a relationship directly with online shoppers.

Cano-Lopez says it is important to be relevant and targeted. Customers will be more likely to supply data if it is handled sensitively and if they feel they are receiving a tangible personal benefit from it.