Connected Heal's Store Allows Post-Shop Marketing

Original article by Matthew Valentine for Design World

Furniture retailer Heal’s is working to create a connected store, working with data platform CloudTags to blend physical and digital environments.

Customer-facing in-store tablets at Heal’s premises allow shoppers to explore the physical store with digital input, discovering more about products and services, curating wish lists and connecting with research they may have done earlier. At the end of their browsing session customers are given the chance to opt-in to further contact via an email address.

Those that do are contacted as part of the retailer’s first In-Store Remarketing Programme, produced by CloudTags and real-time marketing company Fast Thinking. This follows the blended in-store experience with highly-targeted, personalised digital messages that seek to re-engage shoppers after their visit.

Messages refer to the products that the shoppers looked at in the physical store. Early use has seen as 11 per cent click-through rate and a threefold increase in average order value, according to CloudTags. A large proportion of shoppers who provided their email addresses (83 per cent) were previously unknown to Heal’s.