How to reach customers at the time of purchase

Retail marketing has evolved over the last few years. While advances in technology have allowed for more personalisation and better shopping experiences, the way consumers shop – both online and in-store – has changed significantly and the lines between the digital and physical world continue to blur further. 

Retailers today, not only have to adapt to this new reality but also need to understand that the new consumer journey is always connected across a multitude of devices, regardless if they’re shopping online or in-store. 

While purchase-based ad targeting is not a new concept, the rise of new programmatic channels has provided more avenues for marketers to reach audiences at scale and in real-time. 

Here are some strategies to reach customers at the time of purchase:

  1. Adopt an agile approach

If there’s one thing businesses learned from last year, it’s that nothing is constant. As we enter into the post-pandemic world, retailers, now more than ever, need to adopt an agile approach. While this strategy may require more real-time data, it will allow retailers to more quickly adjust business offerings to meet consumer expectations.

As the post-pandemic world continues to take shape, retailers that will respond with agility and innovation will fare better and come out with stronger ties with their customers. 

  1. Optimise for mobile

Making purchases using your mobile phone while sitting on the couch watching television is easy to imagine. However, mobile phones also have an important role to play in physical stores. 

Nearly three in five Australians actively use their mobile phone while shopping in-store. The most common reasons being to compare deals (74 per cent), check online for a discount voucher (35 per cent), and to read reviews (34%). Each of these occasions is an opportunity for the shopper to receive high-impact ads on mobile to help draw attention to a product or offer, influence last-minute decision-making in-store and effectively, drive a purchase. 

  1. Utilise programmatic digital-out-of-home

Unlike traditional OOH, which is bought direct and based on fixed locations, programmatic digital-out-of-home (DOOH) utilises interactive formats like video and can be bought based on online and offline behaviour, location, weather triggers and other conditions to reach customers on the go, as well as during moments of high purchase intent. This once traditional medium also now allows for more flexibility and faster response times, which is crucial in a constantly changing retail landscape. 

Digital screens in the physical world are more engaging, contextually relevant and have the ability to amplify the impact of other channels. And as programmatic DOOH matures, marketers will benefit from a more seamless approach to buying and activating media across all marketing channels.

  1. Unify as many data points as possible 

For most marketers, driving awareness, growth and increasing revenue are key metrics for a successful campaign. However, with audiences moving fluidly across devices and with more channels available to activate on, it can be tricky to measure across screens. 

By unifying as many data points as possible in one place, marketers can holistically plan, activate and measure across TV, digital, mobile, DOOH. The resulting analysis and insights then make it easy to see how to reallocate spend, improve targeting and control frequency to optimise for results that drive business growth. 

  1. Rely on a well-established technology partner 

Retailers know their business best, but they can benefit from working with an established technology partner like Amobee. An ad tech company can not only address complex issues and tailor-fit solutions to current business needs, but we can also provide access to better rates, insights into industry best practices and unique strategies to drive your business forward. 

Amobee, in partnership with Inside Retail, recently prepared a report to help retailers prepare for the upcoming retail holiday season. Download the Retail Holiday Preparedness Report and learn how to maximise sales revenue regardless of your company type or size. 

For now information on Amobee and how we can help you win in the post-pandemic world, connect with us today. 

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