With the increasing popularity of online retail, retailers must explore new methods to convert online shoppers into in-store customers. Learn 5 ways to drive them from your website to your store so you can win them for life!
What Does Brick and Mortar Mean? And 5 Ways to Convert Online Traffic Into Foot Traffic
1. What does brick and mortar mean?
2. Benefits of brick and mortar stores.
3. 5 ways to convert online traffic into foot traffic.
It’s great to establish a trusted online presence, but if you’re a brick and mortar business owner, you also want customers coming through your door. So, how do you get them to come in once they’ve found you online? Read on…
What Does Brick and Mortar Mean?
The simplest definition of Brick and Mortar is a traditional business that serves its customers in a building rather than online or in another way. Convenience stores, grocery stores, restaurants, specialty stores, and department stores are all examples of brick-and-mortar businesses.
Benefits of Brick and Mortar Stores
The use of brick and mortar stores as a form of retail has its pros and cons. On the positive side, brick-and-mortar stores provide customers with a more personal experience. Customers benefit from being able to ask questions in person about merchandise they are considering buying. Having a salesperson available to answer questions and provide product demonstrations can make the shopping process more enjoyable than it would be online. In addition, brick-and-mortar stores are more effective for certain goods that must be tried out before being purchased or do not ship easily, such as certain furniture pieces or large appliances. Some services may be better suited for face-to-face interaction than online, i.e., a tailor, mechanic, etc.
This gives you an advantage. Of course, if you have a staff that is subpar when it comes to customer service, this can be a problem. We’ll get to that shortly.
There are some downsides to using brick and mortar stores for shopping. Companies incur higher costs by maintaining a physical store, including rent, staffing, utilities, and the cost of replenishing inventory regularly. Operational expenses alone account for a great deal of overhead due to store maintenance and insufficient floor space or stock levels that result in lost sales opportunities from customers who leave without purchasing anything at all. In addition, because most consumers now have access to the Internet, customers often have more options when shopping online.
5 Ways to Convert Online Traffic Into Foot Traffic
Let Customers Find You Easily
Creating a presence for potential customers to find you is essential when building a successful brick and mortar business. The first step to let customers find you easily is to ensure online shoppers know that your store exists. This can be accomplished by setting up your web presence and having all necessary information readily available on the website. Having a website enables potential customers to quickly navigate and find your street address, phone number, operating hours, as well as any other important information required for patrons to become aware of.
Findability does not end at just your website — businesses should also create an online presence through social media channels, such as Yelp and Google My Business. By being present on these sites, organizations can gain more exposure, as 73% of consumers are using multiple channels today while they shop.
In addition, guaranteeing mobile optimization for potential customers is also recommended as it allows people who are constantly-on-the-go to quickly read the information provided on the business’ page and influence their purchase decision faster than before.
Include Your Inventory in Google Search Inventory
Including your inventory in Google Shopping is a great way to reach potential customers when they are searching online. It allows shoppers to see if the item they are looking for is available at your store and gives them the detailed information they need to make a purchase.
For example, let’s say someone is looking for a pair of Nike Air Force 1 shoes in pink. With one click, if your store’s inventory is included in Google Shopping, they will not only know that you have the product but also have access to other crucial pieces of information such as directions, opening hours, contact info, and more.
This can save customers time in contacting you directly or traveling to your store just to find out if you have the item. Having this visibility into your inventory through Google Shopping can be incredibly helpful for driving sales and making sure prospective customers don’t give up on their search before even having a chance to shop with you.
Frankly, if I know your store has the pair of shoes, I’m looking for right this very moment… I’m coming to buy them from your store as opposed to paying for them and waiting on shipping.
Have you embraced the art of storytelling for your marketing? It makes a difference when you make your customer the hero of their own story, and it opens up a limitless vault of possibilities when it comes to marketing. Read How to Use a StoryBrand BrandScript for more inspo!
Attract Online Shoppers with Social Offers
Social media is a valuable tool for businesses that want to increase their in-store visits and attract more online shoppers. Facebook, in particular, offers some great features that business owners can use to convert shoppers into followers. Through the use of Facebook Offers, businesses are able to entice potential customers with discounts and specials that encourage them to visit the store.
Using Facebook Offers is a great way for businesses to give special incentives to customers who follow them on social media. Offers may include discounted merchandise or free products, as well as special promotions or sales. Businesses can target their offers based on demographics such as age, gender, location, and interests so they can better reach out to their target customers. This reduces marketing costs since resources aren’t being wasted on targeting a wider audience who has no interest in the product or service.
Also, by offering relevant promotions through social media channels like Facebook, businesses can significantly and quickly increase their customer base and in-store visits.
Reward Your Current Customers, Offer a Loyalty Program
Loyalty programs are a great way to reward customers for their repeat business. A loyalty program can incentivize customers to keep coming back by offering them discounts after a certain amount of visits or access to special events and other exclusive perks.
Customers who like the loyalty program offered by a store are likely to recommend the business to friends and family, allowing businesses to tap into word-of-mouth marketing which helps bring in new business. Research of over 55,000 consumers found that 68% of loyal customers said they were more likely to recommend brands with good loyalty programs. (Source: BondBrandLoyalty)
According to an even more recent survey, 79% of loyalty program members said that experiencing good customer service when it comes to a brand’s loyalty program makes them stay with that brand longer. Not only do loyalty programs help build customer relationships, but they also cost less money for businesses long-term since it is cheaper to retain existing customers than find new ones every time you need more business. The value that these loyalty programs bring far outweighs the costs in not just keeping current customers but gathering new ones as well, making it something most companies should seriously consider implementing if they want continued success and growth going forward.
Embrace Email Marketing
Email marketing is an essential tool for retailers, offering the highest return on investment compared to any other form of marketing. According to an eMarketer study, email marketing has a median ROI of 122%, demonstrating that for every dollar spent on it, $40 can be earned in return. This makes it a great tool for businesses looking to create loyalty programs and encourage repeat customers.
Additionally, email marketing can be used to attract new customers by taking advantage of existing customer information. Email databases house consumer data which can be utilized to segment and target potential customers. Retailers should take advantage of this powerful resource by utilizing their collection efforts wisely with personalized messages and attractive promotions to drive sales and build relationships with their audience.
Remember when I mentioned a subpar staff above? The fact is that unless you are ready for the foot traffic by having a properly and well-trained staff, you’ll end up shooting yourself in the foot. Happy customers are a great thing to have, but they don’t talk as fast as unhappy customers. Customers are offered many options when it comes to online review platforms, and an angry customer will take advantage every time. So, if you’re not hitting the mark quite yet with your customer service, take some time to get that squared away. Your online presence and SEO depend on this!
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