Right now 72% of your consumers frequently shop across channels—trying to engage with your brand through digital in- and out-of-store (2016 Reality of Retail Report).

We’ve started to address this online with digital advertising, mobile apps and targeted content marketing. But, what about in-store where the majority of retail sales actually take place?

Can brands use digital in-store just as successfully to convert shoppers? New research suggests that the answer is yes.

Shoppers are now accustomed to online shopping—on their laptops, tablets and mobile devices for research, price checking and purchase. That digital behavior has become second nature and, as you’ll see, in-store expectations have changed accordingly.

Here are three ways to start converting shoppers with digital in-store…

1) Integrate Digital Self-Help Capabilities In-Store

Today 69% of shoppers would be more likely to buy in-store if given digital self-help options like kiosks or interactive displays (2016 Reality of Retail Report).

Shoppers want digital in-store, but they’re past digital for digital’s sake. What do I mean by that? Well, there are companies that just slap walls in a retail store full of digital screens and think that this will positively influence shopper behavior. It’s digital, it must be better—right? Well, not really.

Shoppers want digital that offers them real value and that’s “similar” to what they’re experiencing online. For example, shoppers want to utilize digital for researching, locating, checking inventory, ordering etc. But, it seems that digital implementations in-store are largely missing the mark right now, with 59% of shoppers rating their in-store digital experience as just fair/average and only 37% stating that digital in-store experiences had a significant impact on their shopping experience.

2) Implement Digital Content Strategy In-Store

As marketers we understand that a good, highly targeted, personalized content strategy, is very helpful in increasing engagement and conversion. We do it online with email marketing and website content, but with in-store content we are lagging. A brand or retailer’s content strategy should straddle both online and in-store. It’s very possible with today’s technology to successfully implement a cohesive in-store digital content strategy that coordinates with online campaigns.

Remote content management systems, coupled with in-store analytics, can target specific content to specific types of shoppers in real-time in-store, delivering the right message to the right person at the right time. Talk about increasing conversion. Of course getting personal contact information (email address) and tracking online browsing behavior with in-store activity is certainly where all this is going.

3) Leverage Mobile

Not only is providing easy access to WIFI helpful to encourage mobile usage, but personalization increases the likelihood to purchase in-store. For instance, 83% of shoppers would be more likely to buy in-store if provided with a loyalty program with personalized rewards. You can find more examples of what types of personalization would prompt shoppers to buy in-store in the 2016 Reality of Retail Report. Mobile usage in-store coupled with good apps such as a valuable loyalty program, would prompt more in-store shopping. And if done well, the you will increase their influence along that path to purchase.

It’s not a mystery—things such as personalization and self-help digital implementations (kiosks, interactive displays, etc) will increase a shopper’s likelihood to shop and buy in-store. It’s now time for retailers and manufacturers selling within these stores to listen. The reality is you have limited points of influence along the complex path to purchase of today’s shoppers. The in-store experience, where over 90% of all retail sales take place (U.S. Census Bureau), gives you an opportunity to start gaining results.

For more insights on shopping behavior and digital in-store, also check out:
The 2016 Reality of Retail Report »