AdWords, Local Search and In-Store Purchases
Google is currently investigating the relationship between interactions with online advertising and consequent in-store purchase behavior. The findings will likely further what we already know, that the reality of the 21st Century purchase journey is that online and offline commerce are inextricably linked.
The growth of mobile devices and the concept of ‘showrooming’ means that it is increasingly difficult to differentiate between the two. Even when you are able to attract customers to your physical outlet, they may still actually purchase online. Comparably, they may prefer to do initial research online, before visiting a store to save waiting for a delivery.
As connected devices become the norm, the ability to intelligently gather and act upon data streams will be crucial to excelling in the competitive online retail space. With the introduction of Feefo Places, merchants that offer multichannel purchase options can incorporate customer feedback across all points of contact.
Why use multichannel customer feedback?
• Does a successful in-store experience inspire your customers to go on to buy online and vice versa? Which happens more often?
• Is there a discrepancy in product satisfaction or sales between online and in-store purchases?
• Are you detailing or showcasing products more successfully in one channel?
• Are your online sales suffering from the lack of personal contact as occurs in-store? Do you need to offer live chat, an FAQ or a Q&A system?
• Are you currently capturing customer data from physical sales in order to develop ongoing contact after the sale?
• Can you display feedback in paid local search terms?
An example of the 21st century multichannel customer journey
Who is using multichannel feedback?
“We initially implemented Feefo Places for our high street stores because we could see the tangible benefits that being able to understand our customer journey was having for our online sales. We intended to replicate this across our physical outlets, to provide the same valuable business intelligence in our stores. It is simply better business to ensure that TM Lewin consistently delivers excellent products and service, than potentially disappoints customers. The first step in achieving this is to actually gather the data from verified customers to provide a reliable metric. Feefo has provided a consumer-trusted method of doing this.”
“Some of the primary benefits that TM Lewin stores have experienced since gathering feedback through Feefo involve having reportable data on the strengths and weaknesses of individual locations or points of sale. Once we had established trends, we were able to quickly identify which of our stores are performing best in the eyes of genuine customers. It also becomes easy to highlight any potential problems at an early stage and rectify them quickly.”
“Requesting customer feedback provides TM Lewin with the ability to continue to engage with our customers after they have left our stores. Traditionally this is a weakness of high street retail in comparison to internet purchases, as it is more challenging to develop the same level of ongoing relationship, without relying on that customer to re-visit the store. We can respond to our feedback very easily through Feefo, and this undoubtedly prompts more repeat business than had they simply left the store as their final touch point.”
“One aspect of our in-store feedback that we are particularly pleased with, is that it has unified the customer experience for TM Lewin. Whether a customer chooses to purchase online or in-store, we are still able to demonstrate that we care about their experience equally, and we provide a platform for them to let us know whether we met their expectations.”
“There are some added benefits of in-store feedback that actually provide benefits not relevant to online sales. When a member of staff has excelled in advising or serving a customer, they are often singled out for praise in our reviews, and this is a big motivation to keep service levels high. Motivated staff make productive staff, and this has made a noticeable impact to our bottom line.”
“To date, we are extremely proud that our in-store feedback currently sits on 97% Service Rating, and 98% Product Rating. Judging our use of Feefo since late 2012, we can correlate high customer service with better customer retention, higher average sale value and increased footfall through our enhanced online promotion. Being able to collate, analyse and publicly display our customer feedback through Feefo has been a big success for TM Lewin.”
John Mihill, Operations Manager
“We have been seeking customer reviews & feedback for our in-store experience via various digital media for the last three years. Our Watch and Clock shop’s focus has always been to offer a personal and attentive service to customers, and it is even more important in this digital age.”
“Feefo’s in-store review system values customer’s time by offering a quick and easy way for customers to provide feedback. I highly recommend Feefo Places for businesses that want to succeed with the in-store experience.”
Pradip Sarda, Co-Founder
To learn more about how Feefo customer feedback can help your business, please contact us:
T: 08456 800 320