In the offline world, we’ve been collecting shopper data for ages. Every time a shopper presents a loyalty card, an air miles card – even a credit card, data points are gathered. This information, collected from in-store visits, can provide information about geography, income, and purchase behavior information. We can learn which products customers purchase and how frequently.
Mapping that information to online shopper data can reveal rich insights that can dramatically transform digital marketing efforts. There are a million ways to leverage offline data for deliver better online results, and here are just a few that can work for many CPG marketing professionals.
For starters, marketers can look at offline customers based on where they are, what they buy and when, and how much they spend on each trip to the store, to build look-alike models. These look-alikes can then be targeted online with offers based on those that converted offline shoppers, increasing online audiences. For example, a marketer might learn from offline data that new mothers between the ages of 28-33 with HHIs of $50-$75K in St. Louis buy a package of 64 Huggies in-store weekly. We may also learn that these buyers frequently use coupons toward these diaper purchases. That information might be used to find other mothers of the same age and income-level online in the St. Louis area. These mothers might be targeted with a series of printable weekly coupons for diapers, with a greater discounts or better offers each week to encourage repeat purchases.
What’s also critically important to share between offline and online data is the sellthrough rate by price or by offer. If Huggies outsold every brand on the shelf during a buy one, get one half off sale, or –alternately – if the offer of free wipes with a large pack of diapers inspired more purchases, that’s important information. Understanding what drove offline sales can and should inform online offers. If a price reduction drove sales in the store, it’s likely to increase online sales as well. What’s more, since the online channel is more cost-effective (printing coupons for newspaper inserts gets costly, quickly!) budget can be saved with online conversion drivers. For example, deals can be incorporated directly into loyalty card data, or, consumer can simply print their own coupons.
As with any digital campaign, testing is recommended. So is having a solid marketing platform. The best campaigns are supported by solid data, and the right platform will deliver the best odds for leveraging that data for campaign success.
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