In-store shopping is experiencing something of a renaissance as the pandemic fades a bit in the rearview mirror.
“Even in the digital realm, we’ve seen a shift from online to mobile,” she told PYMNTS – and now, as part of physical stores, we’re increasingly shopping on the go with the smartphone. in the hand.
This means merchants need to engage with consumers on their devices, linking this hardware with the ability to generate push notifications for consumers. These notifications, in turn, will inspire individuals to move from browsing to buying – with just one click to complete everything.
Ideally, she said, consumers appreciate merchants knowing who they are and providing unique offers based on single-brand or even multi-brand shopping habits.
Related: Merchants forced to adapt as e-commerce moves to mobile
Transparent trade becomes reality
This seamless commerce, Guerra said, has “always been envisioned, but not always delivered as efficiently as desired.”
This may all sound a bit like that Tom Cruise movie “Minority Report,” but the truly visual digital commerce that spans across online and physical interactions is getting closer.
Guerra said that with a new engagement platform, ACI Smart Engage, announced Tuesday (June 7) by ACI, merchants can power relevant offers and alerts through any mode of interaction – spanning voice, video and even scannable media (think menus, print ads and even window displays).
Integrating these features into the company’s payment processing platform is part of ACI’s strategy to help merchant customers sell more and increase conversions, she continued, even though that more and more transactions are moving from in-store activity to digital in-store activity.
Smart Engage, she said, aligns with merchants’ desire to have direct relationships with their customers while improving brand perception along the way. Among these triggers: location-based offers, print advertisements and even audio cues via video or radio channels that send a call to action.
This paves the way for deeper opportunities in contextual trading. Consider the fact that we are interacting with our devices more than ever and becoming increasingly comfortable downloading apps for the brands that have become staples of everyday life.
“In the past, a lot of marketing offers were for things like email triggers or certain click-throughs,” Guerra said.
But now the most effective direct marketing is built around the app, which serves up mobile notifications and alerts consumers to available inventory right on the shelves, all in a relevant and personalized context.
See also: Personalization is the future and growth engine of online marketplaces
“The merchant has the flexibility to choose the trigger and tie it to their marketing programs,” she said. As for merchants, they can integrate the technology through their existing mobile app and add the platform through Smart Engage application programming interfaces (APIs).
Guerra told PYMNTS there’s a “lot of analytics” behind the scenes with the platform, which is intuitive enough to help marketers glean digital leads on customers and refine promotions on the fly. , even with unique offers.
Additionally, Smart Engage leverages the fraud prevention tools already built into ACI Omni-Commerce.
Looking ahead, she said, as digital adoption and younger consumers become more accustomed to shopping on mobile devices, “commerce anytime, anywhere, with the right triggers and the right engagement will continue to evolve.”