Retailers use a wide range of digital marketing strategies, like online-to-offline (O2O) capabilities, to drive consumers to their physical locations.
In a recent study from Blis and WBR Insights, a plurality of retail professionals in North America said they use resources like location-based advertising, interactive maps and localized social media accounts.
But just how effective are these tactics? Well, some say they do a good job in driving in-store traffic, while others feel there's room for improvement.
When asked to rate the performance of their digital strategies to guide customers to physical locations, just 2% of retail professionals surveyed said it was excellent. For the most part, many either said it was good (28%) or adequate (32%).
There were those, however, who felt differently. More than three in 10 respondents said it needs improvement, and another 7% rated it as poor.
According to Blis/WBR Insights, retailers have been “slow to invest business assets in their digital-to-offline strategies.” Fully 57% of respondents said they don’t have a defined plan for targeting tactics, and 22% don’t have a dedicated team for this purpose.
O2O marketing isn't new. But "with better location tracking and identity graphs, marketers now see the complete consumer journey and use better tools to judge the full impact of online—and increasingly traditional—media," said Yoram Wurmser, principal analyst at eMarketer, who recently covered the topic in his latest report, "O2O Measurement and Marketing 2018: How Location Tracking, Identity Graphs and In-Store Metrics Are Improving Online-to-Offline Capabilities." (eMarketer PRO subscribers can access the full report here).