CEO of In Loco emphasizes that the frontier between online and offline shopping in the physical retail is disappearing
Measuring the store flow from digital campaigns is one of the ways of hacking the supermarket, and here, the challenge is to leverage increasingly more the number of visitors. In accordance with André Ferraz, CEO of In Loco, approximately 11% of consumers who go to supermarkets decided on what to purchase stay no more than 15 minutes inside the stores.
With the help of online campaigns through mobile phone, it is possible to increase the flow by up to 17%, because they already know what and where to find the items they are looking for. “It is necessary to think of each format in a different way in order to obtain the needed results,” the entrepreneur relates. During the APAS Show 2019 Management Congress, Ferraz presented four basic planning and consistency tips to achieve success in this undertaking.
Planning and consistency tips
- Annual planning
- The consumer is the center
- Bring a real benefit to the consumer
- Get adapted to the format
To conclude, the CEO of In Loco, indicates that the boundary line between online and offline in retail is disappearing and the strategy based on the consumer’s location works like the digital environment’s cookie, but in the offline environment.