Heal's puts tablets into hands of its in-store shoppers

Use of new in-store technology by furniture retailer Heal's has helped improve the company's multichannel re-marketing success, it was announced this week.

Shoppers at Heal's have been presented with tablet devices while shopping in a store, giving them an opportunity to find out more information about the products as they browse, such as stock availability, alternative colours and sizing. Once at the end of their shopping journey, consumers are being asked to enter their email addresses – and those who opt in have reportedly been more likely to open follow-up emails and re-targeted display ads from the retailer.

Heal's said this week that this in-store engagement work, which has been conducted over the last year with technology company CloudTags and real-time marketing solutions provider Fast Thinking, brought a number of benefits to the organisation, including better knowledge of its customers and a greater level of engagement with digital marketing material.

Oliver White, multichannel director at Heal's, said: "As the first retailer utilising InStore Remarketing as part of our omnichannel strategy, we've seen astonishing results.

"Physical store shoppers who opt-in for personalised digital reminders and recommendations have been spending three times more than the average online customer. We're excited to have expanded these services across all of our stores."

By collecting online data stored from the shoppers who had an in-store experience in Heal's last autumn, CloudTags re-engaged those consumers with personalised display ads when they visited other websites. Working with Fast Thinking, the project resulted in an 11% click-through rate for Heal's, which it says is 16 times greater than an average online remarketing ad campaign.

In addition, those who connected with the retailer in-store and then opted to receive digital communications following their shopping trip were to said to have a three times greater average order value.

Some 83% of those shoppers who entered their email address in-store were previously unknown to Heal's, which will give the retailer an opportunity for further personalised marketing in the future now that it has their information on its CRM database.

James Yancey, CEO of CloudTags, remarked: "With InStore Remarketing, retailers can now combine the immersive experience of the physical store with hyper-targeted, personalised digital communications to re-engage them afterwards.

"Combining the two is a powerful result that influences omnichannel buying behaviours."

CloudTags is working with a number of retailers in the UK, including furniture e-tailer Made.com. In this particular instance, the technology company is providing in-store tablets that have built-in NFC capability, which customers can use to scan various touchpoints around its London showroom and learn more about the products on display.

Like with Heal's, customers are prompted to enter their email address at the end of their shopping journey, giving Made.com access to their in-store behaviours and product preferences: all of which can prove valuable marketing information.

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Fast Thinking