Christmas is very close, and that means stiff competition between brands and retailers to reduce the spending of the big streets. The question remains: How do you earn and maintain an advantage over your competitors? Here, Diane Perlman, CMO, Blis, RetailTechNews says that the firstIn an age of data-based information, and consumers are always online, marketers must take advantage of a better understanding of customer profiles as a strategic tool to attract popularity. When SEO data and data combine together, marketers are for Christmas treatment.
Christmas shoppers come to High Street near you
About 14 million street shoppers entered on December 23. Many will visit stores in the weeks before Christmas, as well as holiday sales this year. As browsing goes on, consumers are increasingly looking for products and stores online, through "close" searches. Up to 82% of shoppers use this term to find nearby retailers.
Taking into account the need for realistic experiences, in the era of instant gratification, the search "near me" is a logical step for consumers. It takes time to shop at the store, so why not find your nearest store at any moment? Whether you are at home or on your way home from work or abroad, the "Near Me" search can save you precious time to get a last minute Christmas gift before you forget. Comfort is at the forefront of the modern consumer mind – marketers need to take it on board.
The Christmas shopper is decadent
But if the consumer now longs for rest, what does all this mean for customer loyalty? The rise of a non-mixed shopper is definitely something you should be familiar with. With a lot of choice, retailers increasingly undergo the effect of woolen.
Discount supermarkets are an example of mixing a shopper. The growth of potential retailers such as Aldi and Lidl has challenged the dominance of the four major supermarkets. Our own data has confirmed that shoppers can certainly be tempted by a new discount. Of course, these shoppers may be just curious.
But Christmas gift ideas span a full range of products, from necessities (such as food and toiletries) to luxury products alike. In general, loyalty can not be relied upon, as retailers compete in all areas at Christmas.
The perfect gift for Christmas marketers is this data
Successful search engine optimization that puts your brand at the top of Nearby Searches should be associated with data accuracy. Google near me only works when site data is accurate – search results should be accurate so that consumers do not think the site is too far away or will not go there.
Site data can also help you know if the customer is loyal or not. The site can help you detect if the device that appears in a retailer appears on another device – and also whether it is one-time based on convenience, or whether the customer is "fooling you" over the long term. Remember that the fact that someone visited your store does not necessarily mean that you are your shopper.
Layering data layers helps provide a stronger consumer profile: the first, second, and third data sources will give you a competitive advantage for your customers. Of course, this data must be compatible with EU rules in the era of GDP, so consumers should choose to approve and submit.
Once approved, the visitor count data will also help show statistics about the customer purchase trip. They will reveal which retailers they prefer, how far they are willing to travel, and even when they spend in supermarkets, among other things. This should feed into your targeting strategy, so you tailor your ads to respect these data files. The ad design, the context in which it is introduced, the time of the day, and the device and product offerings can be improved to the shopper to give you a turn-by-turn advantage.
As the holidays approach, think about what the Internet and non-Internet means to consumers' shopping habits today, and how your marketing strategy is accordingly. Make sure that your SEO is the point on the Internet and consider how the data can help you draw a clearer picture of the loyalty of your customers. Remember that searches near me can be just a secret weapon for Christmas marketers.