Handing flyers and advertising on television were once effective and popular ways to boost retail sales. Yet, nowadays, stepping into the digital world, technological advancements have had a great impact on the retail industry, transforming the ways consumers connect with brands and creating new business opportunities.
Beacon Technology
The beacon technology functions like a lighthouse. Lighthouses mark locations with a beam of light while beacons are physical devices that send signals to mobiles. Retailers place beacons around their stores and they will connect to a customer’s Bluetooth enabled smartphone app. It will then send a signal to the phone, allowing the retailer to provide customers with useful information to boost potential retail sales. Sephora utilises beacons to send personalised promotions and gather consumer information while Walmart sends personalised push notifications and discounts to in-store customers.
Beacon based notifications are sent as a pop-up message to customers’ phone, usually having a word limitation. The notification message should be precise, to the point and impactful with appealing wordings.
Conversational Marketing
Conversational marketing is a modern approach for retailing, moving buyers through marketing and sales channels by a two-way communication instead of the one-direction traditional marketing communication. The new marketing approach has been proven effective. It builds relationships with customers and drives user engagement which helps understand customers’ needs, expand customer base and develop loyal customers.
Chatbots and live chat plugins are excellent conversational marketing tools, capable of handling multiple conversations at any one time. Retailers can provide answers and information pooled from multiple channels through live messaging. To cater to the global audience with superior customer service, AI translation and instant translation technology are usually implemented into chatbots and live chat plugins. Information is translated into the customer’s native language without delay, communicating smoothly without a language barrier.
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Omnichannel
A shopping experience could start with searching for pictures on Instagram but end with finalising the purchase on the webpage with a laptop or mobile nowadays. Omnichannel is the new solution which focuses on designing a cohesive user experience for customers at every touchpoint. It enables retailers to provide a consistent experience to their clients across all platforms, such as stores, webpages, mobile apps, catalogues and call centres. Allowing customers to experience the brand with merchandise and promotions with the same concept across all retail channels can improve the efficiency of retailing.
Each detail of a particular company, its brand, marketing content, and advertisements should communicate the same concept. With the omnichannel, all the means of interaction with a customer should provide the feeling of one entity. When creating copies and advertisements, using the consistent choice of words and style is important in the language aspect. Building term base and utilising translation memory to ensure consistency help reduce error and provide a unified customer experience. Elite Asia’s highly productive and experienced linguists specialised in the retail industry are ready to help you provide top-notch customer service with the help of advanced language technologies.
Many retail giants climb to the top of the market on the back of the innovative technologies they employ. Delivering services and products to the customers more efficiently and having a better understanding of customers’ needs are the ways to increase retail sales.
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