Not Just for Ecommerce: Using Retargeting Tactics to Drive In-Store Customers

While planning a purchase, shoppers will peruse and research products at retail stores, but conversion isn’t a guarantee. If a shopper leaves without completing a purchase, the sale doesn’t need to be counted as a loss. Instead, retailers can use retargeting methods to encourage a return visit.

Retargeting data—a successful marketing technique popularized by online retailers—can be leveraged to drive offline shoppers back into physical locations via targeted digital ads and messaging for in-store exclusives, discounts, and other offers. Almost a third of data professionals said cross-channel retargeting will occupy their time, attention, and resources this year, according to July research from Winterberry Group and Interactive Advertising Bureau.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Zenreach's John Kelly, CEO, and Robert Cornell, vice president of sales. They discussed how brick-and-mortar retailers can use data collection to build customer profiles, track subsequent visits and past purchases, and design retargeting campaigns.

Watch this webinar and learn:

Why retargeting is as good a strategy for brick-and-mortar as it is for ecommerce

How to use existing guest WiFi networks to capture customer data for retargeting

Why it’s important to segment your customers based on their visit behavior

How to customize marketing messaging for different customer audiences


John Kelly John Kelly is CEO at Zenreach. John has extensive experience in both ecommerce and ad tech. Prior to joining, he was head of seller growth at eBay and vice president of sales at Criteo, a company that pioneered retargeting technology. He has a B.A. from Brown University, a J.D. from Georgetown University, and is a Fullbright Scholar.
Robert Cornell Robert Cornell is vice president of sales at Zenreach. Robert is an experienced leader in growing revenue for multichannel sales organizations specializing in direct response display advertising. Before Zenreach, Robert worked at FetchBack, an eBay Enterprise company, helping guide the sales organization through two major acquisitions. At Zenreach, he has enjoyed fostering a collaborative team environment and working cross-functionally.


Marissa Coslov is vice president of business development at eMarketer. She is an experienced sales and account executive, with a proven track record of selling on an enterprise level while educating and building value among the world’s largest and most recognizable brands, agencies and ad-tech companies.

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