6 ways to drive customers back into your stores
We’re excited to have this article featured in the latest Ragtrader issue this month!
Well if there ever was a plot twist in retail, Covid-19 was it.
Whilst the home has become the new realm of experiences, we’re seeing a gradual return to ‘treat-like’ spending habits. By and large though, we know that shopping from the comfort of our couch is the safest option in the current climate. So, as retailers open their doors, and a new era of shopping unfolds… what strategies can retailers implement to entice, and notably drive customers back into physical stores?
1. Address the fear factor.
A recent Harris Poll Survey showed that 89% of shoppers have concerns about shopping in-store, citing being too close to people and cleanliness as the top two fears. Consider how you can be transparent in demonstrating your brand is addressing this. Don’t just view this as a tick list piece of content. Weave your brand story into it and bring some personality to this essentially mundane, but vital piece of communication.
Create the connection to convince your customers they’re in safe hands.
2. Implement Click and Collect / Buy Online Pickup In Store.
This was on the cards pre-Covid for many retailers, but not always a priority. Now? Your customers expect it. Think of it as a lucrative way to bridge the gap between online and offline. Whatever fulfilment capability your company can offer it in, you’ll reap the rewards. Insider Intelligence statistics show 85% of customers who come into store to pick up an order make additional purchases.
It’s a win-win.
3. Make time in-store count.
It sounds so simple but just listen and talk with your customers. Create the personal connection online can’t offer and take the opportunity to get direct feedback.
What better way to be able to change, pivot or adapt your business, than with solid customer feedback?
4. Create a harmonious relationship between your physical and digital teams.
Many won’t admit it, but many do see angst between eCommerce and stores teams. Remove organisational silos and create harmony and synergy with team building and goal sharing. Focus on the overriding understanding that online drives customers into stores and equally, stores drive customers online.
No more organisational silos.
5. Remind yourself, and your team why your brand exists.
It’s not about doing what everyone else is doing, it’s about shifting, connecting and utilising the ‘new’ opportunities that are upon us.Morale in people (note, the word people here – not staff) has been a rollercoaster of a lifetime. As business leaders, you need to re-group, revitalise, and inspire the very people that make your business what it is today.
6. Review every touch point in your business.
Make it streamlined and make it consistent in brand messaging. It’s a tough time in retail, with lots of big names and smaller independents no longer operating. It’s now survival of the fittest. It’s time to create a thriving marriage between who you say you are, and what you do to show who you are.
Created in 2016, stockinstore is transforming how retailers use their stores. Developed for retailers, franchises, wholesalers and manufacturers; stockinstore creates an exceptional shopping experience for customers while providing highly valuable insights into customer demand for products across store networks. Since launching, the award winning technology has continued to bridge the gap between online and in-store through a myriad of ‘Find In Store’, ‘Click and Collect / BOPIS’ & ‘My Nearest Store eDM Widget’ solutions, and most recently their innovative ‘Nearest Store eDM widget‘ solution. Join a growing list of businesses choosing stockinstore including: Scanlan Theodore, YETI, 2XU, T2, Adairs, Sheike, Triumph, Early Settler, PETstock, Kookai, Florsheim, MyHouse, Bevilles, Pillow Talk, 99 Bikes, Intersport, Nique, Billini, The Upside, Toyworld, Bags to Go and Tentworld.
Catherine McKay, firstname.lastname@example.org