Web-to-Store: Generating in-store traffic through Gamification

Our consumer habits have changed considerably since the internet came along. The e-commerce sector is growing constantly with thousands of transactions being made online every day. Consumers all around the world are increasingly using digital devices such as phones, tablets and computers to make online purchases and reduce their in-store visits.

As a result, the competitive e-commerce market has had a significant impact on our purchasing process and brands are looking to keep customers coming back to their physical sales outlets. Consequently, putting a web-to-store marketing strategy in place is vital to adapt to new consumer habits and continue to generate traffic in your physical sales outlets.

Definition: What is web-to-store marketing?

The expression ‘web-to-store’ refers to a client behaviour in which, first, the client carries out some research online prior to deciding on a purchase and, following that,  chooses to go into a physical store to buy said product. The term also encapsulates all things that can be implemented to encourage online shoppers to go directly to the store to make their purchases. Just like drive-to-store marketing, this approach aims to put physical stores back at the heart of the customer experience and brand communication.

On account of this, the web-to-store concept naturally needs to create a link between the digital and physical experiences. This new style of consumption allows vendors to multiply their sales opportunities and not restrict them, particularly by ensuring they are active on various distribution channels and helping their consumers throughout the different stages of the buying cycle.

How can gamification help your business and web-to-store strategy?

There are many buyers who look into a brand, product or service online before starting any kind of purchasing process. It is actually a great way for the customer to compare prices and features of products that are available on multiple websites.  It allows them to learn more about the product, be sure they are making a good choice and take advantage of the best offer.

So yes, more and more people are turning to the internet when making purchases, but many consumers still end up making their final purchase in-store after completing the research phase online. There are a few reasons why consumers prefer to make their purchases in-store rather than online. Sales outlets are still a great place to get personal, customised advice, and let’s not forget the benefit of being able to see, feel and test out the product.

Developing your web-to-store and drive-to-store strategy is therefore essential for creating continuity between your online and offline customer experience. With good web-to-store and gamification strategies, you can increase sales online and in your physical stores at the same time. Games are an excellent way to generate interest in your brand and encourage clients to come to your store.

How do you gamify your web-to-store strategy?

Gaming mechanisms help you to make the in-store customer experience more enticing and fun. Thanks to these different strategies, you can connect with your clients and prospective clients at every step throughout the buying process:

• Click and collect: This option allows clients to order items online and then come into the store to collect them. This means they don’t have to wait for their items to be delivered, and returning the items is made easier. Since this option is becoming more and more popular among customers, why not integrate a promotional game into this process as the first step in encouraging clients who prefer to buy online to come into your store.

• Use social media and your website: To help customers make purchasing decisions and optimise your in-store marketing strategy, you need to create a smooth and hassle-free process that will prompt your clients to use your various distribution channels.  Offering a digital competition that you can share on your social media accounts can help encourage former customers to come back, secure them as loyal customers and win them over once again. Prospective clients who play will be more inclined to take advantage of their winnings like promo codes or a prize so they will have to come into the store to collect their order.

• Gifts to collect in-store: Any excuse is a good excuse to encourage your clients to come and see what is going on in your stores. Creating a promotional scheme with a promo code to win or a prize to collect in-store will potentially motivate clients to buy something else while they’re there. Consumers often leave with extra purchases when they visit the store!

• A newsletter that rewards loyal customers: Create a sense of exclusivity and build the urge to play among your most loyal customers. You can set up a reward system to motivate users to perform a certain action, such as signing up to receive your newsletter, subscribing to a service or making a specific purchase. By completing the specific objectives and game levels, clients will be able to win discounts to be used exclusively in-store.

• Creating promotional codes: For many brands, regular promotional offers form an integral part of their web-to-store and drive-to-store strategy. The main objective is to successfully reach out to your target audience and prospects, for example using a Pac-Man game or fun and recreational raffles, by creating a compelling reason for them to come into the store to enjoy exclusive offers.

Use the digital world to transport your clients to your physical sales outlets with Drimify, the gamification platform that makes creating your marketing games easy. Our team of experts will support you throughout your projects and advise you on your web-to-store promotional campaigns. If you would like to find out more, check out the details of our add-on offers or get in touch to chat in greater detail about your project with the Drimify team – we can’t wait to hear from you!

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