Web-to-Store has become a common expression for businesses with retail networks. Whether the stores are company-run or operated by franchisees, it's cool to talk about Web-to-Store or to do Web-to-Store. However, this expression remains vague, vast and poorly understood by most marketers working in retail sales networks. We are receiving more and more questions such as: “what is Web-to-Store exactly?” and “How do we go about doing Web-to-Store?”
Four consumers out of five are in the habit of doing Web searches before going to a store. It’s a well-known fact since the advent of smartphones. When setting up Web-to-Store initiatives, the goal is to facilitate searches and especially to convert these searches into in-store visits.
To help its clients, Mobilosoft has developed a unique analytical tool that helps you understand the ins and outs of Web-to-Store: the Web-to-Store Map, a tool that offers retailers two concrete advantages:
The centre of the Map enables us to analyse whether you have the pre-requisites needed to put your Web-to-Store initiatives in place.
When you move away from the centre, other questions are raised:
Once the pre-requisites have been analysed, we can move ahead with analysing your situation. This analysis will be used to define strategic focuses and sequences of actions in order to reach your objectives. The four focus areas for analysis are as follows:
The key: your reporting
One of the key success factors in setting up Web-to-Store initiatives is the quality of your reporting. The more precise it is and the more it takes into account the completion of sales transactions with your customers and prospects, the better you will be able to set up and optimise your Web-to-Store strategy.
Let's analyse your Web-to-Store and identify together the right strategy to help generate Web-to-Store Traffic.
Topics: Web To Store & Strategy