(Photo courtesy of socialmonsters.org)
Gone are the days when a simple brick-and-mortar shop was enough to remain competitive. But that doesn’t mean you have to close your doors and move entirely online. To survive, you must learn to bridge the gap between your online and in-store business. In fact, a Deloitte study found that digital interactions influence 36 cents of every dollar spent in a physical retail store. Bearing that in mind, here’s a look at a few clicks-and-bricks methods of closing the distance between your online and physical store:
Click and Collect
One way to bring customers back into your physical store is to offer a free, local pick-up option on your e-commerce site. This can be tempting for customers because it eliminates the cost of shipping from their order. Additionally, customers who come into the store are far more likely to spend extra while they are there. For example, MediaPost reports that customers who went into Macy’s to pick up their purchase typically spent as much as 125 percent of the initial order’s value. Integrating a click-and-collect option gives your customers a chance to get their orders that same day and eliminate shipping wait times entirely, which is a wonderful perk for them and a seamless integration of your online and real-world presence for your business.
Free Glimpse
For luxury or higher-end items, consumers are far more hesitant to buy them online without seeing them personally. By offering in-store consultations and previews, customers can treat your retail store as a showroom. For instance, Ritani offers customers a chance to build their certified diamond ring online, and then visit and preview the ring in store. Ritani doesn’t require a commitment from customers to purchase the ring if it doesn’t live up to their expectations in the flesh. Additionally, this method brings customers into your store and gives you a chance to wow them with your in-person customer service skills. Even if they don’t like the product, you brought them in and gave them a chance to see your other offerings.
In-Store Experience
According to FierceMobileRetail, 55 percent of customers use apps in a retail store. Smartphone companion apps can create seamless online and offline experiences for your consumers, and there are many possibilities for what your app can do. Perhaps, your app can function as an interactive map that guides customers through your store. Or, maybe shoppers can scan a label to see other customer’s reviews of a product. For larger stores, an app that calls a sale associate to you or allows you to ask a question without having to call an associate at all can streamline your customer service. Finally, you can offer customers a chance to check out wherever they are, rather than going to a register and waiting in line. Companion apps not only provide your customers with great customer service, but they also enable you to learn their habits and help you provide better in-store experiences.
