Footprints for Retail is the most advanced marketing automation tool that enables shopping centers for the first time ever to address audiences based on behavioral data generated within the shopping center. This cutting-edge platform provides retailers and shopping centers with unprecedented insights into their customers' shopping habits and preferences, empowering them to create highly targeted and effective marketing campaigns.
Understanding Cross-Shopping Behavior
Another feature of the Footprints for Retail platform is the Retail Analytics module, which provides the ability to read and identify the branded dots on the shopper's journey map, also known as cross-shopping analysis. This capability allows the system to understand the visitors' flow from one store to another, or from one area to another, providing valuable insights into the shopping patterns and preferences of the target audience.
What makes Footprints for Retail stand out from the crowd is its system's capability to understand the visitors' flow from one store to another, or from one area to another. This cross-shopping analysis enables retailers and shopping centers to better understand the affinities and behaviors of their customers, leading to more effective marketing strategies.
The Footprints for Retail platform uses this cross-shopping data to build two types of dynamic data/segments:
- The affinity of certain brands and categories with a certain profile (defined as Interests);
- The segment of people that have a certain brand as an anchor for their visit.
These data types allow retailers and shopping centers to create campaigns that promote cross-shopping behavior, encouraging customers to visit additional stores and explore a wider range of products and services. This approach not only meets the shoppers' demands for a richer online and in-store experience but also increases the cross-channel purchase and return options, ultimately driving higher customer engagement and revenue.
Choosing the "Increase Cross Shopping" Objective
Within Footprints for Retail, you have the possibility to choose from our pre-designed Campaign Automation recipes, which are configured to address specific commercial real estate business objectives. You are able to choose from 11 automated marketing recipes, including the "Increase Cross Shopping" objective.
Step 1. Select Campaign Set-Up Section
Go to the left-hand menu and choose the Campaign Automation / Campaign Set-up button. You will automatically be directed to the Create New Campaign Section.
Step 2. Choose your campaign objective
From the drop-down list, you have to select the "Increase Cross Shopping" campaign objective, which will then enable you to configure your campaign based on the cross-shopping data and insights provided by the Footprints for Retail platform.
Leveraging Cross-Shopping Data for Targeted Campaigns
By selecting the "Increase Cross Shopping" objective, retailers and shopping centers can leverage the cross-shopping data and insights provided by the Footprints for Retail platform to create highly targeted and personalized marketing campaigns. These campaigns can be designed to encourage customers to visit additional stores, explore complementary products, and engage with a wider range of offerings within the shopping center.
For example, using the cross-shopping data, a retailer could create a campaign that identifies customers who have visited a specific apparel store and then targets them with personalized offers or recommendations for complementary accessories or footwear from other stores within the shopping center. This approach not only enhances the customer experience but also drives increased cross-shopping and sales across the entire shopping center ecosystem.
Measuring the Impact of Cross-Shopping Campaigns
The Footprints for Retail platform also provides robust analytics and reporting capabilities, allowing retailers and shopping centers to measure the impact of their "Increase Cross Shopping" campaigns. By tracking key metrics such as cross-shopping rates, customer engagement, and sales, businesses can continuously optimize their strategies and ensure that their marketing efforts are delivering tangible results.
Furthermore, the closed-loop measurement capabilities of the Footprints for Retail platform enable retailers to directly correlate their marketing campaigns to actual in-store sales, providing a clear understanding of the real-world impact of their cross-shopping initiatives.
Related Reading
- HOW TO Choose your marketing objective from the predefined recipes – Measure Visitors Satisfaction
- HOW TO Choose your marketing objective from the predefined recipes – Drive In-Store Traffic
- HOW TO Choose your marketing objective from the predefined recipes – Increase Event Attendance
- Closed-Loop Measurement: How Retail Media Proves Sales Impact
- How Audience-Based Buying Defines the Future of Retail Media?
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