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How do you convert offline customers to omnichannel customers who transact online for retail stores?

Graduating offline customers to omnichannel customers. For a group with 2000 outlets and several million customer base on offline formats. Large part of these customers are loyal to their respective AAA brands/concepts and converting them to omnichannel customers who transact online should reflect in higher conversion rates, retention as well as better customer experience.How do you convert offline retail customers to omnichannel customers who transact online?

  • Related to Problem Solving
  • For Consumer PM
  Walmart
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Answers (1)

1. Clarify:

Why are these customers not transacting online today?

– a. not aware of the company ecommerce sites?

– b. poor customer experiences when trasacting online?

Do we have understanding of their demographic etc for targeting purposes (assume incomplete data)

2. Strategies to convert them online

– Start collecting email address at POS, offer discount for the next purchase

– Customer segmentation: collate other customer info such as transaction frequency and customer demographic info (gender, age, location, interest, etc. to have a view about our customers) and construct a loyal customer list

– Customer Targeting

– Offer customers online discounts for their loyalty.

– Recommend products/discounts based on their previous purchase.

– Improve eCommerce experience

– Product search/discovery

– Check out/payment flow

– Delivery/Fulfillment