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Dolmen: Place of the point of sale in data collection

Published on by Fabrice Donnadieu - updated on

In the age of omni-nationality, the store occupies a central role in the collection of data, optimized by solutions such as the Dolmen platform.

Dolmen drive to purchase

The purpose of this conference is to discuss the collection of data as well as the movement of consumers in store or their use of e-commerce sites to make purchases. There is also the Dolmen solution, which makes it possible to use local and physical outlets to look for customers and ensure a marketing strategy.

Focus on today's consumer

Today's consumer is different from yesterday's. He is now more mobile, ultra connected, looking for different customer experiences and has specific habits. There is also a complementarity between the web and the store, connected by omni-channel gateways.

Moreover, even if a lot of purchases are made in e-commerce, 90% of them continue to be made in physical point of sale and 71% of French people say they do not wish to do their shopping in a shop without staff. sale. They need to reassure themselves on the internet, but also to touch the products and discuss with the sellers. The store is not dead, and it is important to give it back its place at the heart of the omnichannel and customer knowledge.

The store must adapt to ever more customization, reinvent itself and offer an experience. It is for distributors to reconcile a national strategy with local tactics, giving meaning to local teams. The different issues at the point of sale are digitalization, customer knowledge, personalized communication and respect for data.

In many cases, the goals of a brand between national and point-of-sale management are not the same at the same time. For example, we find ourselves with point-of-sale bosses seeing the marketing plans go through and confronting them with their personal vision. They need to be provided with relevant and timely tools to implement - and to adhere to - national strategies.

What are the Dolmen operating axes?

Dolmen revolves around three essential points, namely an axis of data acquisition, an axis of interaction between the data and the systems put in place, as well as a data activation axis.

Data acquisition

The acquisition of data is the essence of the engine, but collecting data is not an end in itself for the point of sale. On the contrary, its priorities are to generate in-store traffic, conquer new customers, increase the conversion rate and increase the average basket. The collection of data must be reconciled with these objectives in order to obtain revenue (turnover).

It is important to develop customer engagement through a number of social "bricks". In the context of digitalization, consumers want outlets that express themselves on social networks in particular.

Interaction with systems

The collection of data on the store was done in the past mainly via terminals. But today, it is mainly mobiles that provide this function, with technologies that capture up to 50% of traffic according to the sectors of activity. It is also possible to update up to 70% of the customer base of a brand over a full year of recurring use of these solutions dedicated to data collection.

It is possible to use the data to search for consumers on the site or in store. For example, offering to offer a basket to 1 in 10 people. In fact, the marketing message is presented differently, since it explains that it is the refund of 1 purchase out of 10.

This game is communicated on social networks and other media, either to conquer new customers or to increase the average basket of existing customers. The consumer registers and receives a code, goes to the store or on the website and makes purchases. Once these are done, he presents his code to know if he won or not.

So it's a simple mechanics of getting customers, giving them a code and getting them to buy. For this to work, it is necessary to reach the customer's mobile, preferably without having them download an application (a particularly dissuasive constraint). Some triggers can target customers via Google Ads and other media campaigns, including social media. This is to collect data which the sign becomes the owner.

Today, 20% of players result in a purchase. Moreover, this method pushes to increase the average basket of up to twice its volume to make the most of the discount in case of victory. In addition, the winner can be photographed by returning to the point of sale and appear on social networks, cultivating the positive buzz of the brand.

Data activation

It is important to bring and feed the CRM tools with fresh data, quality, and reassemble in a simple way to operate at the local store. When giving your hand to the local point of sale, the sms is particularly meaningful, for example in case of destocking or to react immediately to the action of a competitor.

Specifically, the central chooses what he leaves the hand to the local. It is a controlled autonomy, within the framework of a global commercial pressure management. The Dolmen platform provides a native validation circuit and offers reporting capabilities.

Building a database increases the return to point of sale ratio. The conquest of data is consistent with CA's short-term goals. It is possible to segment it and make it digestible for the central "strategy" and the local "tactical".

The data is then processed both locally and centrally, so that the loop is looped. The same campaigns for acquiring data or complementing data on profiles that we already know are then relaunched, allowing higher returns to be achieved.

Speaker:Sylvain VANDENBUSSCHE et Guillaume DE VERGIE

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