SoLoMoCo: Der Erfolgsbeschleuniger für den stationären Handel?

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It is above all the interaction and the resulting spillover effects of the respective channel players, which will represent the most relevant digital touchpoints for local retail and point-of-sale in the coming years, that make the SoLoMoCo approach so interesting.

From classic advertising to direct connection
SoLoMoCo represents a major paradigm shift, particularly for traditional point-of-sale advertising. Traditional “advertising” based on the sender-receiver model no longer plays a central role, but rather a deep connection to the market and the user. To be successful in the SoLoMoCo sphere, brands must actively consider their target group when building their brand, or even invite them to help shape it digitally. User-generated content, reviews, and other earned media components are now much more important to consumers than traditional media ever have. This global trend will continue to increase due to the high rate of penetration in the mobile sector, as the mobile device acts as the central entry point for SoLoMoCo.



Understands the customer
Thanks to the multiple touchpoints that are possible through the clean orchestration of SoLoMoCo, it is now much easier to understand the customer and the relevant market better and in more granular detail. Companies that take these infrastructures and technologies into account in their marketing channels benefit from greater loyalty among existing customers, as well as the opportunity to acquire new customers at a competitive price using predictive technologies or highly relevant and target group-specific communication. Thanks to the much greater fragmentation of data points, companies can now reach their customers digitally at any time in the form of an omni-presence via social, mobile and geographically significant data patterns. This combination of a real-life point-of-sale experience makes SoLoMoCo extremely interesting, especially for stationary retailers and brick-and-click companies in competition with traditional click companies. Paradoxically, however, this also means that customers today have relatively strong power over traditional click companies. brands and companies and can determine how they are specifically addressed in the advertising context.

SoLoMoCo – the alternative for SMEs
However, SoLoMoCo represents a strong opportunity, especially for smaller marketing budgets. The democratization of the advertising market means that even smaller companies can achieve a high 1000 mobile numbers list impact with little effort and budget compared to mainstream brands, as mass communication is not necessary under SoLoMoCo aspects, but rather the granular addressing of users in various orchestrated ways. Mobile couponing via social media, owned media channels such as the company's own website and the option of actively collecting coupons on site with a smartphone are simple, pragmatic ways of using SoLoMoCo.

Measure your "social buzz" to measure the social media impact on your brand and to be able to interact at the same time. Use mobile advertising via large networks such as Google AdWords or Facebook Advertising with precise geographical restrictions to convert users at the point of sale. Enrich your marketing activities with geographical information, for example by providing specific distance information to your stationary store in display ads . However, always consider the close interlinking of the channels in order to realize spillover effects and not to optimize the customer journey in isolation based on individual components.