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Fashion retailers turn online researchers into instore customers

By Retail Technology | Thursday June 19 2014

A recent fashion, luxury and omnichannel event gave a peek into retailer strategies to drive in-store sales

Focusing on strategies to convert online researchers to instore customers, top fashion and luxury retailers like L’Oréal, Fendi, Clarks and Tag Heuer gathered in London to discuss the current gap between online and offline purchasers.

The event, run by multichannel marketing company Solocal Group UK, included presentations and case studies from retailers to demonstrate how digital strategies like SEO, online store locators, data capture and social media influence instore purchasing.

Benoît Delporte, international e-commerce and digital marketing manager for L’Oréal brand Kérastase, revealed that 70% of customers use search engines to locate their nearest store, which is 25% more than those going straight to the brand website. Highlighting the importance of effective SEO to capture customers, he also demonstrated how crucial store locator integration into websites was. 

Kérastase benefits from store locator

Also high on Kérastase’s strategy to convert online interest into in-salon custom is the assimilation of social media and mobile channels to ensure seamless consumer journeys, together with online contact forms and customer acquisition tools such as coupons and vouchers. 

“We have benefited enormously from the integration of Solocal’s solutions into our digital strategy,” stated Delporte. “Our web-to-store visits have increased by nearly four times in the 11 months since using the Leadformance store locator solution, and we will shortly be implementing the Timendo real-time appointment booking facility to provide customers with a personalised online experience; booking the right service and hairdresser at the most convenient salon whenever they need to. This will continue to ensure our online traffic is being effectively converted into salon use.”

Former chief digital officer at L’Oréal and current chief strategy officer at QuantStreams, Georges-Edouard Dias, highlighted that only 7% of total sales are made online, while 39% of offline sales are influenced by online browsing. 

The event gathered over 20 guests, with other brands present including Bell & Ross, Diesel, Net à Porter and Stella McCartney

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