The division between the online and offline environment no longer means anything in the current retail scenario. The new hyperconnected consumer flows between the two channels like a fish in water without noticing anything else; swimming between both waters its sole purpose is to satisfy your needs immediately, valuing personalization and the quality of the shopping experience above all else.

The smartphone: the cornerstone for consumers and retailers
We are talking about a new consumer profile, coined as "Shopper 5.0", who uses the smartphone as one more limb of his body to access information immediately, becoming a personal assistant in his different daily tasks and, how could it be otherwise, also during the entire purchase process, generating a double benefit: on the one hand, smartphones help these users to plan their purchases and, on the other hand, retailers can obtain very relevant information about behavior through them. shopping.

Throughout the planning process, the Best database provider consumer asks different questions: from their needs, to what they want to buy and where to buy. We are facing the micro-moments in which these shoppers 5.0 will use their mobile to solve these doubts and, it is then that the information they receive or the publicity that impacts them through the channel in which they are right in these spaces will influence decisively in your final purchase decision.

The key to an effective marketing campaign is hypersegmentation
For a long time, new technologies have made it possible to improve digital marketing campaigns by knowing in detail the online behavior of consumers, and these became really useful when the purchase was finalized in the digital environment, since they allowed a clearer attribution of the campaigns and more consistent ROI calculations.

However, we must not lose sight of the fact that only 1.2% of mass consumer purchases in Spain are made on the Internet, according to a Nielsen study, and the great bulk continues to take place in physical stores. And this is where the merger between the two channels becomes very important. The main challenge for Spanish retail now lies in understanding how to increase the efficiency of its drive-to-store digital campaigns while improving the shopping experience of its customers to provide them with added value that differentiates them from their competition and makes them their final choice.

Along these lines, today we are taking a step further and offering retailers the possibility of hypersegmenting their campaigns thanks to big data and impacting them through programmatic advertising, taking into account both their online and offline behavior. Technologies such as geolocation allow us to know, for example, which physical stores the user has recently visited and, later, we can cross it with the search for information that he has carried out online at the time of planning his purchase. In this way, we will have a very real and complete knowledge of consumer interests and behavior regardless of the environment in which they develop.

Big data allows us to carry out highly targeted digital marketing campaigns Buy Mobile Databasethat allow us to impact the consumer with information that is really relevant to them at the right micro-moment and the right channel, becoming a more effective and quality communication for both consumers and consumers. brands or retailers in order to bring traffic to the physical store.

Taking into account then that consumers value the experience above all else and that the physical store is their favorite shopping channel, the improvement of the experience in the establishments through the advantages provided by technological advances in the area of ​​reality Virtual or artificial intelligence, for example, is already a relevant objective for French retail. Without going any further, Sephora recently announced the incorporation of a smart mirror that through artificial intelligence advises you on the best makeup (Beauty Mirror) and Fnac has installed smart lockers in its stores to be able to buy online and pick it up at the physical point. The physical points of sale are becoming great centers of experiences. In them, buyers can not only interact with the products and their environment,

At times, many businesses confuse the search for new experiences in physical stores with uncontrolled investment in large flagship stores or in futuristic devices that mix augmented reality with artificial intelligence. These concepts may seem attractive and generate immediate added value, but they must assess their long-term profitability and, above all, analyze whether they help to improve their knowledge of consumers, which is what allows them to draw up marketing strategies focused on improving the customer experience. purchase and loyalty. Only in this way will brands be able to build smart stores for smart s