A retailer generating 90% of revenue in stores has no way to link in-store purchases to digital ads. They're launching digital receipts for every shopper, capturing emails via NFC scan or credit card to track which online campaigns drive foot traffic.
You have this interesting business where you have lots of physical brick and mortar stores where people come to shop and buy, and now you also have this online business. How do you think about closing the loop between online advertising across these different platforms and then sales that might happen? Yes, on e-commerce, which are not easy to link together, but let's say relatively straightforward to start to connect versus sales that might happen offline in one of your brick and mortar stores.
Our businesses, physical businesses, are the biggest part of our business. In round numbers, they are still accounting for like 90% of our total revenue. At least up until now, we are not able to actually track that much in stores. Of course, we can look at how many transactions do we get in a day for the specific businesses, but there are no way for us to track, have we ever talked to you on our social platforms through CRM or something like that? But that is actually a gap we are trying to close right now with something we call offline data. So we have an offline data project and the way we've chosen to approach this is actually by starting to give customers digital receipts in the stores. We don't have a loyalty program yet. It's also something we are looking into because that's of course also something that could help us close that gap. We want to be something for everybody. So not just loyal customers should be able to get the receipt if that's what we choose to do to solve this problem. The concept will be that the customer who has done a purchase in the store can get a digital receipt in two ways, either through an NFC device that we have placed placed at the counter so they can scan it with their phone and then they will get a browser and they can actually send that receipt to their email. Another way is that we want to link their credit card on their profile on our website and app. And then just by actually tapping the card to pay, they will automatically get a receipt. By doing these two things, we'll get an email and at least if the customer consents to it, we'll actually be able to do a lot more tracking and then we'll have the full circle. When it comes to data, because then we'll be able to see, have we talked to this customer on email before and can we see them moving into the stores? What's also very important here is not just being able to track that, but also to see what tactics, what activities do we run that are most efficient at driving people to the store.
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