1. Massimo Dutti is looking to better connect their online and in-store shopping experiences by sending mobile promotions and offers to customers when they are nearby or in their stores. 2. This could include allowing customers to opt-in to receive deals via their phones, as well as implementing a mobile loyalty program to deliver customized content and discounts. 3. Providing customers with inventory availability, pricing, and other local store information online can encourage more in-store visits, with up to 75% of online shoppers more likely to visit a physical location after finding such local details.

1. Digital In-store
Marketing
Massimo Dutti Boosts In-Store Traffic

2. TO ENGAGE CONSUMERS WHILE THEY ARE IN STORES
It’snowtimefor
MassimoDuttito
bringtheonlineand
in-storeshopping
experiencestogether.

3. 1.-Customers can opt-in to receive
mobile promos while they are in the
store or in a nearby location.
2.-One of the biggest opportunities
that MD has for customers to lev-
erage their phones as a shopping
assistant when they are standing
in the store by sending offers and
promotions to their smartphones
when they are entering or nearing
a specific area.
3.- A mobile loyalty card program
is another possible strategy for
MD who are looking for ways
to influence in-store purchase
decisions. Content within the app
including vouchers,promotions and
loyalty messages can be customized
to deliver a unique experience
when customers are in store.
Having access to this information is that perfect
new moment for customers to find everything.

4. Geofencing
Loyalty apps
Push messages
Geolocalization

5. Online information can push people to shop in-store
3 in 4
who find local
information in search
results helpul are more
likely visit stores

6. The information would be a
powerful way to drive consumers
to stores listed:
p The in-store availability
of an item (74%)
p Store location and hours
p Pricing at that store (75%)
p at a nearby retail location.
What should
Massimo Dutti
do in this
situation?
1. Using local inventory ads
providing provide helpful details
such as whether a product is in stock
at a nearby store, price and store
information to shoppers in the area.
2. Also, they can check out other
items you have available.
These ads to increase the likelihood
that a consumer will walk into their
store and buy that day.
1 Research background: Google/Ipsos MediaCT/Sterling Brands, Digital Impact on In-Store Shopping, March-May 2014. Survey conducted among 6,000 smartphone users aged 18-54
who have influence in the purchase decision making process of Retail, CPG or Tech products and have used the Internet to look for shopping-related information.

7. 1. Ensure your site runs quickly, with effective use of caching
and content delivery networks where applicable.
A 1 second delay on your page load can
cause a 7% reduction in conversions.

8. 2.Ensure you have prominent calls to action on
the front page that encourage the customer to further
explore the site.
Find
the
perfect
jacket
Outfits
ideas for
work

9. Include ‘Top Selling’ ‘Featured Products’
and 'Recommended for you' sections.
3.Selecting related products manually when creating/
editing a product; or automate the selection based on
different criteria.

10. How do I keep
shopfloor staff
motivated if a
large part of
trade is click-and-
collect?
With the online order services and e-commerce,
Massimo Dutti faces considerable competition
from the internet, making face-to-face customer
service more important than ever.
The challenge lies in
encouraging store staff
to promote the various
offerings as part of all-
round customer service.

11. Staff should be trained
on how best to advise
their customers on
products and purchase
2. Adapting the commission approach by attributing
online sales in order to get benefit for store staff.
1. Staff reward scheme based on customer feedback, or
a bonus scheme based on customer satisfaction ratings.
What should Massimo Dutti do in
this situation?