Retail Dive recently released a report in partnership with the GPS company Waze that provides three insights retailers can use to connect with shoppers on the go.
- Physical storefronts continue to play a leading role in the omnichannel customer journey. When the pandemic restrictions loosened, consumer preferences shifted back to brick-and-mortar retail as nothing replaces the feeling of getting to hold and touch an item before immediately taking it home after purchase. Waze data shows navigations to retailers rose by 4.7% in the 1st quarter of 2022 compared to a year ago.
- In-store shopping drives unique value and significantly impacts customer spending, engagement, and loyalty. Retail leaders agree on the advantages of physical stores and their ability to deliver instant gratification to customers, for customers to discover or test new products/services, enhance customer interactions with brands, increase the lifetime value of customer loyalty, and deliver personalized care to customers. 61% of shoppers are more likely to buy from a brand online after a positive in-store experience, and a majority of shoppers, about 71%, spend more in-store versus online. Physical stores help increase revenue, reduce product returns, and improve customer engagement and retention.
- An omnichannel approach is critical to retailer success. Setting goals to increase in-person visits to physical stores and in-store purchases this year is essential. An effective way for retailers to market to on-the-go consumers is thru in-car advertising such as Waze. For example, a recent Waze campaign helped drive more than 10.6 million store visits to both Target and Walmart to purchase PAW patrol toys.
