June 2021 - TILL IT CLICKS

7 Ways Offline Retailers Can Thrive Amid E-commerce Rise Post the Pandemic

With the advent of online shopping, offline retailers have been feeling the heat. With huge discounts on e-commerce sites and then with the Covid pandemic devastating the world, it’s no wonder that many stores are struggling to make ends meet. It’s a tough time to be an offline retailer. The competition is stiff, and the stakes are quite high if you want to stay relevant in today’s world. In this article, we’re going to talk about some of the things that retailers should focus on when they’re trying to create a customer experience that will keep them afloat.

1. Make Shopping a Multi-sensory Experience

Bring many senses into play – smell, touch, sight, hearing. Think about how your store can be turned into an experience centre for the visitors.

For example – Louis Vuitton – Louis Vuitton store in London is an “experience store” where people can expect to feel the fabric on their hands, smell the leather and get a real sense of luxury.

Image Source: Louis Vuitton

2. Let Your Store Be a Place where People Meet and Connect

You need to create an environment where people can connect and interact with each other. This is a great way to build your tribe of customers who will be loyal to you and help promote the brand on social media channels.

For example – Sephora – Sephora does this by hosting makeup classes, product demonstrations, makeovers etc., thus turning their physical store into a place where people can find beauty inspiration, make friends and learn about new products.

Another example – Decathalon – Decathalon, a sporting goods store, is also doing this by hosting events for people, allowing people to use bicycles and table tennis racquets before they buy them. They also run fitness classes as well as running clubs which help their community stay fit and healthy.

Image Source: Grough

3. Try All You Want Before You Buy

One of the biggest reasons for customers to be loyal is that they are satisfied with their purchases. They don’t want to leave the store if they have not found what suits them and their taste. This is a great way for customers not only to find products they like but also ones that are good in quality so that they get their money’s worth.

For example – Hamleys – Hamleys the toy store is a perfect example of this. They have over 100 stores around the world and they try to make their shoppers feel as comfortable as possible when trying out new products. If you want to buy something for your child, but you’re not sure what will suit them best or what size would be good for them, then you can come to the store and try out different items before you decide what to buy.

Mage Source: The Print

4. Store as Many SKUs as Possible

To stay relevant to current customer demands, it is important that retailers store as many stock-keeping units (SKUs) as possible. Consumers are likely to purchase from an offline store only if they get to feel the subtle difference between products with small variants or colour differences. This will definitely help them compete with online stores that are able to offer a much broader product range because of the much lower overhead costs they incur in running their business.

Stores should not have just one section where the customers are served, but they should also invest in a warehouse to store more SKUs.

We are not able to pinpoint retailers who can store more SKUs than online stores, but we will keep an eye out.

5. Ensure that You Gratify Customers Instantly

This point is not something that retailers can do much about, but this benefit is in the very nature of offline stores. This is one of the most important areas. Users have to wait for e-commerce websites to ship their products whereas purchasing from a store gives them the product in their hands immediately. The feeling that customers get when they swipe their cards at the counter and get shopping bags filled with the goodies they just purchased is better than receiving a parcel a few days later at your doorstep.

For example – Croma – Buying a TV online is easy, but people still prefer going to an electronic store like Croma, as the TV is boxed right in front of them, they can keep the box in their car, and carry the TV home in excitement.

Image Source: LS Retail

6. Make Customers Feel Important

The next best offline store strategy is to make customers feel important. Customer service in an online store tends to be impersonal, whereas the employees at a brick and mortar establishment are more likely to know their buyers personally.

This might seem like a small point but it makes all the difference! In fact, research has shown that people who get personalized service end up spending more money. It is the innate need of a human being to feel important, and no amount of e-commerce can provide a personal human touch. All the more reason for the store manager as well as the salespersons to be happy and enthusiastic.

For example – Visiting a Bank – My father always prefers going to a bank for any transaction even though all the transactions can be completed using online systems. The most important reason why he prefers that is he likes talking to the branch manager, who always politely enquires about his wellness, chats with him for 10 minutes over a cup of tea.

Image Source: Knight Frank

7. Focus on Delivering Micro Experiences

We have already written a blog about micro-experiences, which you can refer to. Micro-experiences are essentially small, subtle experiences that brands can deliver to customers to give them a small shot of dopamine. Such experiences are registered in the minds of the customers for a long time.

For example – Starbucks – What is the sweetest sound to a human ear? The name! Starbucks uses this quite literally. When you order at Starbucks, they ask you for your name which is written on your cup. This is a great micro experience as it brings you back to the good vibes of ordering your favourite drink!

Image Source: Times

If you’re an offline retailer, it’s important to focus on creating a customer experience that will keep your business afloat. We hope this article has given you some ideas about how to stay competitive in today’s retail environment. If not, get in touch with the experts at Till It Clicks to seek help regarding marketing strategy and SEO tactics. You can’t afford to sit back while other retailers are taking over – The game is too fierce!

Push Notification for Mobile App | Till It Clicks

8 Push Notification Strategies to Elevate Engagement for Your Mobile App

Marketers are always looking for new ways to reach their target audience and push notifications can be a powerful tool to achieve that. Push Notifications are one of the best ways to re-engage your users. They have proven to increase in-app engagement up to 400%.

They can be used for everything from retention, engagement, and acquisition to updating users on new features or offers. Recent studies show that push notifications have an average open rate of 6x higher than email or SMS. This article will introduce 8 strategies every mobile app marketer should know about when sending push notifications.

1. Push Notifications in App Install Campaigns

According to statistica.com, around 20% of people will download an app based on a push notification they received. This strategy obviously works in collaboration with another app that the users already have on their phone. Very few marketers actually use push notifications as a strategy to get app installs, but when done with the right collaborations, they can be very effective.

Image Source: Yeeply

2. Personalising Push Notifications for Different User Segments

Personalisation is quite helpful for businesses that want to target specific customer groups. This means tailoring the type of message to meet user needs based on their behaviour, location, or any other characteristic. Just like every other marketing communication, the best push notifications are those which are personalised according to the recipients. Sometimes, push notifications can also be localised, which means they don’t need to be in English. They can be sent out in languages which the users are more familiar with.

Image Source: Xtreme Push

3. Utilising Push Notifications for Various Objectives

They can be used as reminders, alerts about new content or deals, invitations to engage with the brand, etc. All notifications should have a call to action. They need to tell the users exactly what is going to happen when the users click on the notification. There are different types of push notifications – some send alerts or reminders while others just tell users about new features or updates that might interest them.

Image Source: Nick Babich

4. Push Notifications Consisting Text, Images and Emojis

Notifications beyond the text can make the users feel more connected. Just like emoticons in the subject line of an emailer can compel the user to check the notification out.

Image Source: Nick Babich

5. Sending Out Push Notifications at the Right Time

In general, the best time of day to send out a push notification is between 8 am and 10 pm – this has been shown by data from over 100 million mobile apps globally. However, this time interval is huge. Marketers should track the time of the highest app activity and send out push notifications just before this time.

Image Source: Izoot

6. Determine Apt Push Notification Frequency for Your App

Although push notifications can be great for app retention, their overuse can lead to app uninstalls. Push notifications are a great way to engage users. But don’t overuse them or you’ll run the risk of annoying your customers and losing their interest. Keep a track of the sending times of push notifications and app installs. What is the right frequency for you? Well, there’s no ‘one size fits all’ answer. Turn to your app analytics for the direction.

Image Source: Moengage

7. Improve Push Notification Performance With High Caliber Copywriters

Push notifications are often not done by specialists. This can be a great area for copywriters to specialise in. And for the app owners, identify people who can connect with the audience through a few short sentences. Witty push notification content can take the app engagement a long way.

Image Source: Izooto

8. Automate Your Push Notifications

Certain types of push notifications can be automated. These can be based on the activity or inactivity of the users. Some great push notification automation strategies include automated push notifications at the time of user onboarding, reminders to the users about certain important updates, etc. Automation is that one-time effort that will save your marketing team a lot of time. However, automation does not mean the notifications can be personalised. Use witty and personalised copy even with automation push notifications to keep the app users hooked.

Image Source: Airship

Use these push notification strategies to get the most out of your mobile marketing strategy. Your customers are waiting for you. So do you wish to keep them engaged and happy or let them slip away unnoticed? The choice is yours! Think about how much more successful your app would be if people were reminded of its existence on a regular basis. Why not give yourself an edge by using one (or all) of these eight push notification strategies? And if you have any questions or want help implementing these strategies yourself, don’t hesitate to reach out – our team is always available to help you.

QR Code in Marketing | Online and Offline | Till It Clicks

The Role of QR Codes in Marketing: Bringing Offline Customers Online

In the last decade, marketing has undergone a major shift. The internet and mobile devices have changed all aspects from advertising to customer service. From billboards to social media, marketers are exploring new ways to reach consumers with their messages. A key development is QR codes which use high-tech digital technology for offline businesses who haven’t been able to fully embrace it.

QR stands for quick response code – an industry standard type of barcode that can be scanned with an appropriate device. The code can be used to get information from a website or it can include the direct link for downloading content such as digital images, audio files, videos and more. When you scan a QR code with your smartphone camera, some will decode immediately and others may take a few moments to download before they open up on their screen.

This is why these codes are so powerful – offline businesses who traditionally have not been able to fully embrace Digital Technology now have access to powerful tools that combine the benefits of both worlds. This article will explore how companies can use this technology effectively for their marketing. Now let’s start exploring!

1. Redirect Users to Links:

Businesses can place QR codes in their stores and customers can scan them to be redirected to the website of the store. This website can be bookmarked and used later.

Image Source: Nonius

2. Save Phone Number:

Upon scanning QR codes, with a VCF file, the contact information of the store can be saved in the phonebook of the customer.

Image Source: Samsung USA

3. Contactless Visiting Card:

In the times of pandemic, people are trying to avoid any contact. In situations like this, wouldn’t a touch free visiting card prove to be a huge benefit? You can just carry one visiting card with the QR code on it. Upon scanning the QR code, a contact will be stored in the phone of the one who scans it.

Image Source: Brandly

4. Running Contests:

QR codes are a great way to incentivize people. You can make a QR code with the contest details on it and have customers scan it in order to register for your contest.

Image Source: TechInAsia

5. QR Codes in Newspaper / Magazine ads:

For a while now, Digital Marketers have been criticising print media for lack of traceability. This criticism can be somewhat diluted by placing QR codes in the corner of newspaper and magazine ads. These codes when scanned can track the source of the traffic of the website coming from these ads. In fact, a lot of cities are also seeing billboards with QR codes for exactly the same reason.

Image Source: QR Code Generator

6. QR Codes in TV Commercials:

TV is the most popular media of all time. Most people will at least glance at a commercial, so why not add your own content? Add a URL with a QR code in it for customers who would like more information about what was being advertised. They just scan the QR Code on the screen!

Image Source: QR Code Generator

7. QR Codes on Packaging:

This is a similar tactic to the QR codes on TV commercials. Customers who like something in particular can scan for more information about it!

One of the most popular ways that businesses are taking advantage of this technology is by adding them to their packaging. This way, customers have instant access to additional content before they even buy anything, which may influence purchasing decisions too. Users can be brought online and be made to participate in contests, follow brands on social media, or reorder the same pack just by scanning the QR code.

Image Source: MSLK

8. QR Codes in guiding visitors of the Mall:

Malls have been using QR codes to provide quick access to information about their stores. For example, if someone is in the Mall and wants to know more about a particular store they can simply scan for more information! Moreover, QR Codes placed at specific locations in the Mall help users to be redirected to specific stores, floors or areas within the Mall. This makes it a lot easier for customers to find and reach their desired destinations within the Mall.

Image Source: Flickr

QR Codes in BTL activations:

QR codes are being used in BTL activations to provide information about the brand. A classic example of the QR code being used in BTL activation is through the agency of Gamification. Audiences can be engaged via digital games which they can play on their devices, which can be accessed by scanning QR codes. Before they land on the game, they can submit their contact information, so that they can be gratified later. This also translates to brands generating leads through gamification.

QR Codes in App Installs:

Most marketers are aware about the onelink URL which is a URL that recognises the device of the user, and redirects them to the intended destination. So for example, instead of having users to find an app in Google Play Store or App Store, users can simply scan the QR Code which is redirected through the onelink URL to either the Google Play Store Page or Apple App Store page of the app. Thus, saving the users time and effort to download your app.

QR Codes for social proof strategies:

If a QR code is displayed at billing of a physical store or restaurants, the customers can rate the service at the store before they leave. This helps improve Google Ratings. The same QR Code if made dynamic can help companies redirect the users to different social proof platforms like Facebook Rating, Yelp Rating and Zomato Rating. We will be writing a completely different article about how brands can leverage the power of social proof in a unique manner.

The applications of QR codes can be many. You just need to be creative and think how you can leverage them for your offering.

In conclusion, there is no easier way currently to get offline customers online than by adding these little stickers around town where everyone will be able to see them!

7 Tips to Master App Marketing And Bolster Retention Rates

Mobile app retention is a huge problem for mobile apps across the world. A study conducted by App Annie revealed that, on an average, close to 75% of people who downloaded an app stop using it after just one day. And when we talk about 7-day and 30-day retention periods, the numbers are even more dismal with only 3% and 0.5% of users still using the app respectively.

Most app marketers talk about how to get more app installs. While this is an important parameter, marketers also need to think about a critical question: How to increase mobile app retention?

The most important thing to understand is that mobile app retention rates don’t just depend on your marketing and advertising efforts. They also rely upon whether the app delivers the perceived value and how the app behaves on users’ devices over time. Now as you may have noticed, some of these conditions are beyond your control. This means you need to be prepared for moments when users will abandon your app due to reasons which are well beyond your control.

Here are some points which we believe will immensely benefit the app owners in improving their app retention rates:

1. Create a Great Onboarding Experience for New User

A large number of mobile apps are only used once then never again! Hence, we recommend that you make the onboarding experience for new users as pleasant and easy to use as possible. It starts with having an app that is light. Users don’t wish to block a lot of space on their devices for things they are not going to use much. Once the app is installed, provide a guided onboarding experience to users. This will show them what your app has to offer, while also teaching them how they can achieve their goals within it.

Example : Onboarding experience from Doordash

Image Source : CleverTap

2. Make Sure Your App is Easy to Understand and Use

Users are more likely to return to an app if they find it easy and intuitive. Ask yourself: what was the last mobile application you used? How many times did you open it up after downloading it for the first time? If your answer is less than one or two times, then this may be a sign that your app isn’t as user-friendly. For the app owners, the app is a piece of technology, but for the users, the app is a way through which they solve their problems. If the user interface is not soothing or the user experience is not intuitive, people are not going to come back to your app.

Example : Ola Cab – Ride Later

Image Source: Ola Cab

3. Upgrade the App with New Features Regularly

Users use a mobile app for a variety of reasons. It is important to keep the app fresh to the users by providing updates with new features on an ongoing basis. In the age of lowering attention span, new app features can be extremely useful in keeping the users engaged a lot longer.

Example : Whatsapp Update

Image Source: Business Insider

4. Track Activity and App Usage to Make Modifications

One of the ways to ensure maximum app retention is by enabling the developers to make changes based on user feedback. By gaining insights into the behaviour and activity within an app, you can tailor it accordingly by adding or removing features in order to increase engagement. Users don’t always give feedback voluntarily. It is therefore important to have deep analytics embedded within the app.

Example : DOMO App Analysis

Image Source: Domo

5. Build a Loyal User Base for Word of Mouth Marketing

You will notice from your own experience that you don’t easily get rid of the apps you downloaded because your friends told you to. Whereas you are more likely to uninstall an app that you downloaded because you saw its ad. As humans, we seek validation to keep doing what we are doing. No better validation than your friends using the same app as you. Build referral programs, introduce gamification and everything shareable, so that your users are likely to spread the word about your app.

Example : Dropbox Free Data

Image Source: Commerce Gurus

6. Ensure that Your Marketing Efforts Don’t Misguide Audience

A lot of times if the ad messaging is incorrect, people don’t understand what the app stands for. Marketers often hype the value proposition of the app to such an extent that people don’t know what to expect when they download the app. They accidentally download it, and when they discover that that was not what they were looking for, they uninstall the app. Thus, even if the marketers’ app install KPIs are fulfilled, it doesn’t provide any concrete benefit to the app owners.

Example : Inferential Advertisement

Image Source: Dribbble

7. Conduct Stringent Tests Before Launching the App

Often, apps are not tested for the real world. In the real world, users don’t always have updated operating systems, high GPU phones, or stable internet connections. The app needs to be able to adjust for these variables. Otherwise, it will crash or not work as expected and the users will have a subpar experience.

Example : Mobile App Testing

Image Source: matellio

App marketers should shift their focus to the next part of the customer lifecycle. This means moving away from app installs and focusing on what comes after that, namely retention rates. You have to work closely with your product team, understand the data they provide, and iterate on how you market in order to improve app retention rates. This can be done by incorporating the best mobile marketing practices into your campaign strategy.

Marketers must understand factors that are preventing people from downloading an app or making them use it for a very short time period (say 5 minutes). You may be able to reduce these drop-offs by employing tactics like push notifications that prompt them back into the app at opportune moments. When done well, this will help increase the customer lifetime value of each user while increasing engagement levels – which means more revenue!

Does this sound interesting yet overwhelming to you? Don’t worry. At Till it clicks we have helped numerous clients with their mobile app marketing efforts. This includes developing strategies right from audience targeting to post-installation engagement techniques like push notifications and referral programs. Our team of experts can work closely with your product team to improve your mobile retention rate. TIC helps you to ensure that more people not only download your app but also stick around longer.

3 E’s For Excellence: How To Craft Compelling Content That Converts

Content is at the heart of every marketing strategy. When it comes to marketing a brand and expanding business, content plays a vital role. Content is the best way to communicate with your audience and engage them in a way that they find your business interesting.

Writing or creating content is not rocket science but it takes effort to bring the best and unique out of it, every time. If done right, content marketing can ensure that your marketing efforts are more targeted. This can lead to better customer engagement and scale up the conversion rate for your business.

Take a look at this Rolls Royce ad from 1958.

Source: Honey Copy

This headline is regarded as one of the greatest ad copies of all time. By following the advertising mantra of ‘show, don’t tell’, this copy incorporates all the 3 E’s of content effectively. Read on to know more about how content can entertain, educate, and emotionally connect with your target audience.

Adding the Entertainment Flavour to Spice Up Your Content

Source: Fabrik Brand

No matter your industry or business domain, creating content that excites your audience is absolutely necessary. This involves content that is funny, inspiring or anything that grabs the audience’s attention. For instance, many youth-centred brands have started using millennial lingo in the content they produce. This helps them maximise the effectiveness of their marketing efforts and drive up conversions by entertaining their audiences.

Consider the Rolls Royce ad mentioned above. The words ‘60 miles an hour’ and ‘loudest noise’ paint a picture and help the reader to imagine as if he/she is inside a car, accelerating fast, with the only audible noise being that of the electric clock. Rather than simply saying it is a ‘silent car’, the ad copy talks about the experience that this car will deliver, which gets the reader interested and invested instantly.

Ford recently launched a new car called Ford EcoSport SE, which is similar to its earlier version Ford Ecosport in terms of features and technology. The only difference in these cars is the outer designs and style. To market these cars, Ford India created a funny and entertaining ad that narrates the story of identical twin brothers who want to have the same feeling but look different.

Educating Your Target Audience To Boost Engagement

Source: Content Marketing Institute

An effective way to impact your readers is by imparting information and educating them. A great copy not only entertains but also educates prospects on the value offerings of the products or services. This helps the readers understand the product or service better and guides their purchasing decision.

The Rolls Royce ad copy is a great example of educating readers through content. It clearly communicates the unique selling proposition of the car through its headline itself. This helps in attracting only those readers that are specifically looking for a silent or quiet car.

With rising cybercrime incidents, many people are still sceptical of and don’t rely on digital payments. The following ad by Airtel targets such audiences and puts across a strong message that digital payments with Airtel are safe and secure. Not only is this ad engaging but also quite informative, which can encourage a lot of people to opt for digital payments.

Evoking Emotional Responses Through Persuasive Copies

Source: Customer Think

Buying decisions are never influenced by product or service features, they are driven by emotions. The key to compelling an audience to buy your product/ service is by appealing to their emotions. Persuasive content has the power to tap into human sentiments and form a deep connection with the readers. It also rewards you with loyal customers and produces advocates for your brand.

If you look at the Rolls Royce ad, it does not mention any normal luxury car offerings such as quick, comfortable and classy. Instead, it promises the upper-elite consumers exactly what they crave for – a peaceful and quiet drive. By catering to their specific needs, this ad copy thus manages to strike a chord with the right audience and compels them to buy the car.

A great example of a brand that connects with its customers through emotional ads is that of Apple. Rather than talking about features, Apple sells its products by assigning feelings to the idea of owning it. As a result, the majority of Apple customers associate Apple products with luxury, which acts as a driving force in their buying decisions.

Add any of these 3 elements to your content and you can hook your audience right away. But that’s not all, if you manage to incorporate all the 3 E’s in your content, your content’s effectiveness and customer engagement is sure to shoot through the roof.

Want to up the content marketing game for your brand? Feel free to reach out to us. We have the most dedicated and creative content writers ready to serve you with crisp, compelling and clear content. Make your marketing campaigns stand out from the crowd by producing high-quality content with TIC.

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