Direct sales
through own or franchised stores – the possibility of tracking the sales of Internet users who, while browsing the site, buy in store must necessarily respond to three stages:
Recognize you when you visit our website
Recognize the user at the point of sale
Connecting the two pieces of information using technology that brings together data from different sources
In the first case, it will be essential that the anonymous user is converted into a lead subscribed to a newsletter , a loyalty program or any other system that allows us to re-engage them later.
Once a purchase has been made in the store, it will be possible to track it and trace it list of mobile phone numbers back to the individual user , allowing us to understand whether they belonged to a segment of users that came from a specific campaign and to what extent this therefore played an effective role in the conversion funnel.
The challenge in this case is undoubtedly the integration of online and point-of-sale systems, which must have the ability to communicate with each other.