The challenges faced by Retailers and Brands will become all the more significant as the amount of data collected increases exponentially in the coming years. Voice assistants, chatbots and connected objects will further enhance the customer experience... and increasingly make monitoring of all contact points more complex. Geolocation is at the heart of today’s problematic. According to a survey by the Local Search Association, 75% of people who carry out a local search on a store name visit a store the following day. And one-third of them will make a purchase. How do these WiFi, Beacon, GPS, NFC, etc. technologies actually enrich the customer experience and more generally marketing performance?▷ By Attracting Visitors To The Store Geolocation gives retailers the ability to identify customers within a perimeter close to their store and to capture them using a promotion, POS event, etc. ▷ By Identifying Traffic At The Point Of Sale By tracking customers in real time, geolocation can provide valuable data on the number of in-store visits, the average time spent, the sections that are most successful, etc. ▷ By Enhancing The In-store Customer Experience Data can also be made available to customers when they visit the store: identifying the products in stock, knowing in which sections to find them, viewing current promotions, etc. ▷ By Offering Personalized Messages In Real Time By connecting current visitors up with their already known data retailers can send ultra-customised messages and targeted promotions at the time they appear in-store. Stop investing on wasteful mass marketing and start calculating the true impact of your marketing expenses. Let’s set up time to talk. Whether or not we decide to work together, I’m sure you’ll find our time together to be valuable in providing insights you will be able to bring to your organization. lsimonin@smart-traffik.io

A customer cannot be summed up in its online activities or its POS activities. Nine out of 10 sales are still made in store, yet research on the purchasing stage focuses mainly on digital and mobile. There is a very real need to see the online and offline channels as inseparable from one another. It's no longer possible to operate in a silo where, on one end, a Marketing Department makes use of loyalty card information, and, on the other, the advertising agency analyses behaviour and web clicks. If these data are not combined around a unique identifier, the impact of the campaigns will be minimal at best, counterproductive at worst. Omnichannel has been the focus of marketers’ attention in recent years due to the emergence of the connected consumer, interacting on all channels simultaneously with their brands, and expecting continuous and uninterrupted dialogue in return. There are 4 success factors to developing a holistic consumer approach with multi-touch attribution. 1. CROSS-DEVICE Reconciling the maximum number of technologies used by the user throughout the day. This is needed to reconcile the information, monitor consumer behaviour over time and be able to step in with targeted messages if necessary. 2. CROSS-BROWSER Listing all the devices and all the browsers used. This will make it possible to identify them within a single device ID. The device type can be determined at this stage. 3. CROSS-ENVIRONMENT Close the gap between the digital world and the physical world by reconciling a single customer's online and offline interactions. This is an essential step toward maintaining consistency in the customer journey, even when the relationship de-materialises with the in-store visit, or when the customer is on the move. 4. LOCATION At the crossroads of the 3 previous points, the location of the individual and his/her geographical location at the time of the different points of contact with the retailer is an element that must be considered.

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