Store Visit Conversions, Precisely
So, you're an omni-channel retailer: you are running a network of digital and physical channels. Your customers can begin their journey just about anywhere on the network, and finish it – hopefully with a sale, or a satisfactory service interaction – also just about anywhere.
In the virtual world of online channels, tracking customers is easy. Everything is electronic, everything is part of the IT ecosystem, and everything can be recorded and analyzed. But what about the physical customer journey? More specifically, how could businesses track online-to-store conversions, such as when customers shop and browse information online, then continue their purchase in-store?
Clearly this topic is important – important enough for Google to pay special attention to it, and develop a very sophisticated model that attempts to correlate smartphone users' arrivals at store locations to ad clicks.
But is the Google solution as good as it gets? It has certain limitations, as stated by Google, the most important one is that model results are in fact estimates. Besides prerequisites on business eligibility to use the model, it also relies on users permissions (to use their Location History). Additionally, it cannot actually confirm that a store visit is linked to any specific ad click, or indeed that it was an intentional store visit and not just a coincidental passing by.
Q-nomy offers much more in the way of online-to-store conversion measurement — with Q‑Flow, a business can actually track close to 100% of ad clicks that lead to store visits. Here's how:
When a customer clicks your ad, give the customer much more than the requested information. Invite customers to the store. Have your ad link directly to an appointment booking Web page, or have the landing page offer both general information and the option to schedule an appointment. When customers arrive for their appointment, Q-nomy can tell whether they came from a landing page for a specific campaign, or through any other channel.
If appointments do not fit into your retail model, have your landing page offer a coupon code. Encourage your customers to provide this code when arriving at the store, where they would check-in through Q-nomy's software (either self-service or by a greeter) and it will detect whether their visit originated from an ad click or not.
Customers may already be familiar with your business, and directly access your digital channels – Web, mobile, or call center. Regardless of the access channel, Q-nomy provides the technology for keeping track of customers as they arrive at your stores.
These options are all part of Q-nomy's Omni Channel Commerce Solution, particularly focused on telecom, banking, and retail businesses. The solution can integrate with all relevant IT systems – CRM, e-commerce, ERP, and your existing Web and mobile presence – ensuring a seamless customer experience across all channels.