‘No Longer a Separation’ Between Online And Offline for Shoppers and Stores, Square Says

If the Covid-19 pandemic has taught merchants anything, it’s that they need to take a radically wider sales approach to engage with customers online and offline, across any device, argues a new report from payments provider Square Inc.

The report explores some of the ways merchants are using tools from Square to build their omnichannel strategy to meet consumers when they are ready to purchase. 

Coupons are proving an effective tool for enticing consumers, the report says. In August, 78% of coupons sent through Square Marketing, which enables merchants to quickly create, send, and track email marketing campaigns, were redeemed within a week of being sent, up from about 50% in January. 

In addition, online coupon redemptions increased by 40%, and in-person redemptions by 37%, during that period. The increase in redemptions across the online and in-person channels underscores a need for merchants to give consumers options for where they can redeem their coupons, Square says. 

Loyalty programs are another tool merchants have been leveraging. Nearly 50% of loyalty messages sent by merchants enrolled in a Square Loyalty rewards program resulted in points being redeemed, with 15% of loyalty points being redeemed within a week of a message being sent.

Interactions such as enrolling in loyalty programs, earning points, and redeeming points, primarily happen in-person, especially following the rollback of social-distancing requirements as more consumers return to physical stores, the report says.

“It’s now simple to share information on new arrivals, business updates, sales, or to send a coupon. I love having technology that works for me right inside my POS system,” Kamala Allison, president and chief executive of Fybr Bamboo, a Santa Cruz, Calif.-based retailer that uses Square Marketing and Square Loyalty, said in a prepared statement. 

Social media is also becoming a preferred channel for consumers to shop, Square found. Facebook, Instagram, and Google were the top three sites consumers used when shopping through Square Online Checkout, the report says. In July and August, Linktree ranked among the top three social media used by consumers to shop online.

Facebook is by far the most popular social media site for shopping, with more than 75% of Square Online Checkout links accessed through Facebook. Instagram minisites, where businesses turn Instagram feeds into a shopping site, have also gained popularity. Square says it has seen a 29% increase in weekly active sellers using Instagram minisites.

“Today, we simultaneously live online and offline and there’s no longer a separation between the two,” says Saumil Mehta, general manager of customers, for Square.