Post by account_disabled on Mar 14, 2024 0:06:31 GMT -5
The set of marketing actions which consist of directing prospects towards physical stores , and ensuring that they complete their purchasing journey in store with personalized advice, promotional offers, and a more human dimension. This requires implementing a cross-channel communication strategy – which uses both online and offline channels. In short, web-to-store (or drive-to-store) is both a consumer trend linked to the development of the Internet, and the approach adopted by merchants to adapt to it and continue to attract customers.
in their points of sale by activating digital levers. So that, for retailers , the web ceases to be a competitor and becomes a strategic ally . To designate this phenomenon, we also speak of BTB Directory ROPO ( Research Online, Purchase Offline ). Why opt for a web-to-store approach? In the past, the commerce ecosystem was rather divided on the one hand, we had online enthusiasts who swore only by innovation, and on the other hand, offline aficionados who did not consider abandoning physical stores.
But over time, this distinction has been dissolved and the border between the two worlds has become porous, particularly with the health crisis. Which makes Gilles Giudicelli (the marketing “thinking head” at Criteo) say that in , “the shopper is hybrid” , that is to say he turns indifferently towards physical and digital channels. The figures corroborate this observation.of consumers who purchased a product in store first carried out online research (E-commerce Nation). According toFevad,of consumers go to a store after finding information on the web .
in their points of sale by activating digital levers. So that, for retailers , the web ceases to be a competitor and becomes a strategic ally . To designate this phenomenon, we also speak of BTB Directory ROPO ( Research Online, Purchase Offline ). Why opt for a web-to-store approach? In the past, the commerce ecosystem was rather divided on the one hand, we had online enthusiasts who swore only by innovation, and on the other hand, offline aficionados who did not consider abandoning physical stores.
But over time, this distinction has been dissolved and the border between the two worlds has become porous, particularly with the health crisis. Which makes Gilles Giudicelli (the marketing “thinking head” at Criteo) say that in , “the shopper is hybrid” , that is to say he turns indifferently towards physical and digital channels. The figures corroborate this observation.of consumers who purchased a product in store first carried out online research (E-commerce Nation). According toFevad,of consumers go to a store after finding information on the web .