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Find out how we are helping our partners in the retail sector to meet these challenges with Laure Gery, our sector specialist.

With an average of 90% of retail turnover generated in-store, brick and mortar retail still has a bright future ahead of it. The threat posed to it two decades ago by the rise of the internet never really materialized. On the contrary, the numerous digital points of contact that mark out the new customer paths are new opportunities to refine the interactions between a brand and its consumers and to take them all the way to the transaction. More than ever, digital and physical retail appear to be complementary. ROPO, showrooming, in-store deliveries… The new hybrid purchasing behaviors that are becoming increasingly frequent show that connected consumers enjoy moving from online channels to offline ones as their shopping experience unfolds.

A fine and precise omnichannel orchestration is the right answer for advertisers wishing to offer a fluid and seamless experience to their consumers. Today, it is no longer a question of multiplying the points of contact, but of ensuring coherence and continuity between them.

As a Marketing Technologist, Numberly helps retailers achieve a unified vision of their digital ecosystem. At the heart of our convictions is the need for a customer-centric approach that builds a personalized and fine-tuned relationship between a brand and its consumers.

To achieve this, retailers must meet three major challenges which our agency supports them with:

Reconciling online and offline data: the goal of
a single online identifier

The first challenge is the reconciliation between online and offline data. The increasing digitalization of points of sale makes it possible to recognize, in-store, known customers or prospects who have already interacted with an advertiser’s digital ecosystem. Engaging in-store data collection devices, QR codes, digital receipts, recognition by beacon or wifi network: these are all tools that provide a complete vision of the customer journey in terms of data.

The performance is optimized because the reach is greater and the personalization of messages is more refined.

In-store experience and digitalization to meet connected consumer needs

The second challenge is the in-store experience. Connected and informed consumers are increasingly demanding towards the physical points of sale, which must remain in the continuity of their first, often digital, interactions with the brand. The challenge for the sales force is to be connected and aware of the issues raised by digitalization in order to meet the expectations of new smart consumers.

precision targeting

Drive-to-store is powered by the precision and efficiency of digital technology.

Particularly for acquisition, mobile is the device where most customers strategies are being implemented, via geolocation techniques. Digital Out Of Home strategies also allow for precision targeting of a catchment area.

These same approaches can also be used to increase client loyalty towards the retailer. The challenge will then revolve around driving consumers to the store with the right channel mix between frequency, content, and offer per target, without overinvesting.

These three complementary priorities, if carried out with the consumer in mind, allow retailers to make a
successful digital transition and take advantage of the many opportunities offered by new technologies

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