Shopholix POM enables brick and mortar retailers to adapt and monetise
The internet has been a source of continuous evolution since its inception. Increasing device penetration (driven by strong Chinese manufacturing and growing consumer lifestyle), lowering data costs (new high-speed spectrums and competitive telecom pricing landscape), is continuously changing the way we do almost everything. As per a research by Telegraph UK, we are online over 27 hours per week. Most of the time spent online is consuming content, of various sorts – text, images, and videos.
The growing data consumption trend indicates that internet influence has its impact on offline sales as well. Including which car to buy, the correct insurance policy for you, finding the best-rated doctors around, it has been influencing offline decisions for a while now. Shopping is an important category, considering the amount of annual merchandise value it moves every year. Internet's influence on shopping is growing – as per a Google research, the year on year walk-ins in malls dropped by 7 percent but retailers claimed a growth in sales (year on year). This is primarily because of over 87 percent researched online before they walked into a store.
Brick and mortar stores need tools to manage this huge base of evolved online shoppers. When we started at Shopholix, we were focused on creating a platform which influences fashion & lifestyle shoppers digitally. Learning from our initial pilots, we identified a huge operational and infrastructural gap between the digital world and brick and mortar stores. Despite the availability of technology, leading brands in the country do not have this ability to track & convert digitally influenced shopper.
Bridging the gap, Shopholix introduced their POM – Point of Marketing in April 2017. This proactive re-marketing panel enables brick & mortar retailers to acquire & engage shoppers digitally. It converts data into intelligent actionable. Each shopper profile is tagged to a local store, along with the user location, ensures contextual & relevance communication. It transforms your reactive marketing to pro-active. The POM ensures consistency through content automation - location triggered communication, scheduled content publishing including fresh collection, SALE alerts, event based exclusive communication (birthday, anniversary etc) and much more. Shopholix technology team is focused on drawing newer data parallels to identify intelligent intersections making the POM stronger in its engagement delivery.
For a retailer, POM is a smart mash-up of a loyalty point system, multi wallet payment acceptance, an omnichannel POS, digital marketing platform, SMS & email publishing tool, and a shopper insight and analytics panel.
There’s a lot being said about the retail “apocalypse” – everyone is talking the outcome – the number of stores closing down. Summarising the entire note, technology has caused a steep evolution in consumer behaviours & shopping patterns. The decision-making process has been modified. The brick and mortar stores failing to adapt will continue to face a tough time in near future.
Looking at the success of recent pilots and the new retailer onboarding speed, Shopholix POM seems to the saviour.
Authored by Chinmay Bhatt, Co-founder, Shopholix Marketing
