But for those who balance both online and physical stores, how can you convince people to visit in-person? Surely, with the ease of access and greater range associated with online shopping, the prospect of coming in-store would seem unnecessary.
Yet your physical store or stores are great investments of capital and staff and can be a great source of revenue. To dismiss them could bring greater losses.
So how can you increase in-store visits in the online world we find ourselves?
Customers aren’t going to come to your store if they don’t know where it is, and even if it exists! Depending on the location of your store, you might have to do more or less promotion.
If you find yourself on a busy high street, less promotion will be needed compared to if your store lies out of the way. But in both cases, a little promotion can’t hurt.
Window displays are a great way to catch passer-bys’ eyes. You can get really creative with these, so do some research into the kind of window display that will tempt the right demographic into your store.
Consider making yourself known within your community. Sponsoring community activities – like this company sponsoring the local football team – to promote goodwill, and advertise both place and purpose of your business.
On a similar track to physical promotion, consider the promotion of your physical store on your website. This is a great place to promote, as you already have customers who are considering buying with you there.
Tactical SEO can actually bring customers into physical stores, so signing up for live SEO sessions will help.
The question lies around how to convince those already on your online store to shop physically. There are several options available to you in regards to this:
Quality and Price of Products
When customers shop with you, you want them to shop again—basic business strategy. To even consider tempting customers into your physical store, you first need them to want to shop again.
Therefore, focusing on both affordability (in relation to your target demographic) and quality across all products is necessary.
Another option for bringing customers to a physical store is to implement incentives. Physical stores can’t offer the range or ease of access that online stores can, so they must offer something else exclusive.
Try using offers like 3 for 2, or discounts on products that cannot be achieved online. Advertising these incentives on your online store has the potential to move customers away from online shopping and into the physical store.
By making these offers bright and eye-catching, it will be impossible for buyers to miss.
So you have customers into your store with your promotions and incentives. How do you make them want to come back? The answer is simple: their shopping experience must be excellent.
Focusing the presentation of your store – from basics like wall colour to key details like store layout – can massively impact the shopping experience for consumers. You want everything to be clear and understandable, whilst also being a pleasant place to be.
Presentation isn’t just physical attributes, however. Your store is also presented either positively or negatively. Top-quality customer service is key to incentivising customers to return to your store to buy again.
Health & Safety
Right now, there is an extra level of importance when it comes to in-person stores. With the pandemic, fewer people are shopping in-store than ever before.
When people do come to shop in-store, they need to know that they will be safe. Depending on your location, there will be different regulations, but the inclusion of some general safety precautions can only serve to help you.
Safety precautions to follow:
- Hand sanitiser upon entry to the store
- Workers in masks or visors
- Limited capacity depending on store size
- One way systems
By following these safety precautions, customers are likely to feel much safer, and return to your store, as they know they will be protected.
Given the increasingly online world business must operate in now, it can seem like physical stores are growing to become dead weight. But a flourishing physical store can boost a business. All it takes is a willingness to focus resources onto enticing people into the store.