E-commerce has grown substantially over the last decade, but the fact remains that brick-and-mortar sales still account for over 90% of the retail market. For premium watersports manufacturers, Radar Skis and Ronix Wake (both subsidiaries of Square One Distribution), that story is no different. Like most brands, the fastest growing void between Radar and Ronix’s online and in-store sales was the data. While e-commerce provided Square One with actionable insights that could be gleaned in real-time through tools like Google Analytics, the physical retail world was still largely a black box.
The Challenge
While online shoppers are provided with informative features like product descriptions, size charts, how-to videos, compatible accessories and more, their in-store shoppers were often left in the dark. For the most part, brick-and-mortar retail data was limited to a floor manager’s follow up: Did anyone speak with that customer? Was the information they received accurate? No? Well, shoot… When it came to traditional retail, no sale meant no email follow-ups, no retargeting, no tangible insights for improving the customer experience and increasing conversions in the future.
