3 Ways Retailers Can Use Personalization for Local Marketing
Shopping online has been a popular trend for a while now. But, over the last 18 months, it’s exploded. As retailers began to adapt to customers’ new wants and needs, their digital shops became increasingly important.
But that doesn’t mean that retailers want to keep everyone online. And there are plenty of consumers who prefer to shop in-store for some items. So retail brands are increasingly looking for ways to use their email marketing campaigns to help drive more foot traffic back into brick and mortar stores.
The good news is there are plenty of ways to do that, and personalization plays a big role. Here are a few examples of ways retailers can use email marketing to get shoppers in stores.
Tap into local marketing
You can create curated emails for specifically targeted locations with customer location data (either through IPs or your own collected information).
Using this approach allows you to get much more hyper-personalized with your content. For example, in the email above, a retailer can tailor copy based on weather. Use location data to determine the hot and cold days and then remind customers a nearby shop is open.
If you want to take it further, you can use these emails to create in-store promotions with discounts or special offers, giving your customers an omni-channel experience. Having the ability to tap into weather data and other local events can help your shop develop fun one-off campaigns to boost store visits.
Send appointment reminders
Today, shoppers are all about the customer experience. They especially want to interact with brands that make things easy and go the extra mile. Tied into that, the more personalized information you can give your shoppers, the better.
Another great example of an email that can help generate foot traffic is an appointment reminder email. For more service-oriented brands, such as salons or mechanics, create post-purchase emails that serve as reminders to get customers back in the shop.
If you want to take it a step further, add specific appointment blocks to your emails. That way, rather than servicing as just a reminder, you can encourage your customer to take action right now and book. It’s so easy to do with a few clicks right from the inbox.
Provide stock alerts
With shipping delays and other inventory issues hitting retailers, many customers are on the hunt for products in their local stores but can’t find them. Here’s an area where you can help.
Use your customer data, especially location data, to tie into inventory and stock updates. For example, when a customer who has been looking for an item or left it in their cart matches up to a local store, they get an email letting them know it is back in stock.
Since these emails can update continuously, it’s a great way for your customer to learn to look to your brand first for the best information. And, with the email providing local information, it can encourage shoppers to get back to their local store to buy.
Help them save on shipping
Beyond shipping delays, increased shipping costs are something else many consumers are dealing with this year. It can make some of them not want to buy online, but it may not exactly send people running to buy in-store either.
Curbside and store pickup have been a big boon for a lot of retailers over the past 18 months. And it doesn’t look like something that’s going away anytime soon. So create personalized emails letting your customers know they can still buy online but pick up in-store.
For many, that’s the best of both worlds. It still provides them with the convenience of online shopping. But, they don’t have to deal with shipping delays or costs. It works for retailers too, use these emails to provide personalized content that promotes local marketing and drives conversion.
Do you want to learn more about how Zembula can help you get more customers in-store? We’d love to chat and learn more about your brand. Get in touch today to start the conversation.