How Retail has Changed

In 1979 Michael Aldrich connected a modified domestic television set to a real-time transaction processing computer, at that moment he invented online shopping.  And while the online shopping experience has steadily improved ever since, the most visible shift for the Retail industry might very well be taking place now in the store.  A recent article by Kelsey Lindsey of Retail Dive states, “The traditional idea of brick-and-mortar is dead.”  So what does this mean and what does the in-store shopping experience look like moving forward?

Strangely enough, look no further than your desktop, tablet, smartphone or any other digital device to get a glimpse of what tomorrow will bring for the offline shopper.  Technologies such as digital signage and mobile POS systems have already changed the offline shopping experience.  Next will be a brand’s ability to link the offline and online shopping world through advanced data analytics and personalization strategies to truly engage the shopper across all channels.

The in-store shopping experience of the future, which is beginning to reveal itself today, extends the customer relationship far beyond the checkout line.

The BaynoteONE CXP (Customer Experience Profile) is the very latest in a new generation of technology solutions aimed at giving Retail brands the ability to stitch every customer interaction (whether captured offline or through online engagement) into a single Customer Experience Profile.  The result is a real-time collection of powerful data and never before available customer insight.  Companies can now utilize in-store data to drive intelligent online interactions and online data to empower personalized in-store experiences. The convergence of the digital and traditional shopping experience has officially begun and I can’t wait to see what’s next.

To learn more about BaynoteONE for Retail please click here

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The Google in Your Analytics 

Initially I was going to write about having a clear plan for posting on social media. However, a couple days ago while reviewing a particular websites analytics it dawned on me that the topic I should write about is why you should be using Google analytics to measure social media referral web traffic. Social media referral web traffic (try saying that 10 times fast) is the traffic that comes to your website as a result of your linking back to your webpage via a social media post.

Visibility: It is important to understand where this traffic comes from because without a clear understanding of which social channels are producing the most traffic it can become quite easy to find yourself posting to networks that are not actually producing results. You may be posting to Twitter and Google+, Facebook and LinkedIn, however unless you were to review your site’s analytics you would never know that Google+ is actualy directing the least amount of traffic back to your website while LinkedIn is directing the most. In this sense having visibility into which networks drive traffic lets you adjust your strategy in real-time to take advantage of what is working best.

The Unforeseen: Another reason to monitor your website analytics is that it can alert you to anomalies. For example, I experienced an anomaly just this past week when a social network began generating 30% of my social media referral web traffic. This network, which I had uploaded zero content onto would have never been a part of my social media strategy had I not been alerted to this anomaly. As a result I can now augment my social strategy to include for this new network.

With the help of Google analytics you can begin to understand which social efforts are producing results, which are not producing results and if there are any network’s that you should start to include in your social campaign. Setting up Google Analytics on your site is a relatively straightforward and easy process with plenty of online guides and YouTube videos that can walk you through the process step by step.

Let me know if you need any help with the above and as always be sure to send me examples of your work by commenting below or Tweeting me at @DanSaso