E-commerce is rising at a meteoric tempo, and there’s no doubt about it.
In line with a latest examine by Statista, retail e-commerce gross sales worldwide reached $2.four trillion in 2017 and are anticipated to succeed in four.9 trillion in 2021.
Curiously, this development sample just isn’t solely a retail B2C phenomenon.
In reality, B2B e-commerce worldwide gross sales in 2017 peaked at $7.7 trillion, which is 235% larger than B2C.
Sounds fairly spectacular, proper?
And these figures do inform us rather a lot about main adjustments in shopper conduct that can proceed to evolve in 2018.
The patron is extra technologically superior than ever earlier than and is empowered to drive disruptive adjustments in conventional retail enterprise.
So if shoppers more and more want e-commerce to brick-and-mortar procuring, why will we nonetheless want bodily shops? Why do companies nonetheless need that foot site visitors?
There are a selection of the reason why, however let’s simply begin with one other quite simple, but very loud statistic.
In-store gross sales accounted for 91% of all retail gross sales within the US in 2017.
Because of this brick-and-mortar remains to be the preferred means to buy most Individuals.
And it comes as no shock.
The in-store procuring expertise is incomparable to looking gadgets on a desktop or cellular display. The flexibility to see, contact and check out merchandise earlier than buy stays the largest motivator for shoppers to buy offline.
And that’s not the one factor stopping shoppers from shopping for on-line.
In line with 2017 BigCommerce examine, 58% of US shoppers hate paying for delivery, and 34% suppose product return course of is troublesome when procuring on-line.
All of those are e-commerce ache factors that may really function enormous development alternatives for brick-and-mortar retailers.
However finally from a enterprise perspective, you need to present seamless and constant buyer expertise throughout all gross sales channels and attain that omnichannel zen.
You may have in all probability heard the time period omnichannel earlier than.
Google defines it as: “making certain retailer advertising and marketing methods are geared towards enabling prospects to transform on any channel.”
Sounds too subtle.
However the principle concept behind omnichannel retail advertising and marketing is to easily present customers what they need, each time and wherever they need.
That mentioned, there are lots of methods you should use native e-commerce insights and advertising and marketing ways to drive foot site visitors to your retailer, and I’ll present you precisely how you are able to do this.
However earlier than we dive into the realm of native e-commerce advertising and marketing ways, you would possibly need to try Neil Patel’s four Native search engine marketing Advertising and marketing Methods to Construct Your Brick And Mortar Enterprise.
1. Purchase on-line, decide up in retailer (BOPIS)
Since prospects hate to pay for delivery, the very first thing you are able to do to ease their ache is to supply an in-store pickup possibility, often known as BOPIS.
This can be a highly regarded service provided by nearly each main retailer, and it’s one thing you possibly can simply implement in your prospects as properly.
In reality, in keeping with the Nice Omnichannel Expectations 2016-2017 Shopper Survey Report by iVend, 57% of US customers say that they use the “purchase on-line, decide up in retailer” possibility.
And 65.three% of these shoppers say they achieve this to keep away from supply prices.
One other factor you possibly can supply to drive foot site visitors is the flexibility to order the product on-line and acquire it in-store. This choices works finest for brand spanking new product releases and may help construct pleasure.
Suppose new Apple product launches. Often, they’re offered out even earlier than official gross sales date.
Though BOPIS is a pretty various for many customers, it nonetheless is sensible to supply some further incentives, like quicker delivery and even an in-store redeemable coupon.
An vital factor to contemplate when implementing purchase on-line decide up in retailer service is to verify the entire expertise is as easy and handy as doable.
- Use a multichannel integration platform to attach your retailer stock to your web site and ensure they’re all the time in sync.
- Practice your in-store gross sales employees to serve BOPIS prospects with particular care and in case of fast returns or exchanges and be prepared to supply extra worthwhile options.
- Put up correct in-store signage and make it extraordinarily simple for purchasers to navigate the shop and discover the pickup location with out getting overly pissed off.
2. Present native stock availability info
There’s a frequent fantasy that customers who search on-line will solely go to on-line retailers.
That’s not solely true.
In reality, three out of 4 shoppers usually tend to go to bodily shops in the event that they discover native info in search outcomes useful.
So why not give your shoppers what they search for?
To begin with, be certain that your retailer locator is up and working. Let your customers simply discover their native retailer and ensure to supply all particulars, like telephone numbers, e-mail, and tackle.
Then go one step additional and supply native stock availability info for every merchandise and every native retailer.
You could be questioning why prospects even want this if they’ll purchase merchandise on-line and decide up them within the retailer?
Properly, it seems that a whole lot of customers don’t need to pay upfront, particularly for particular merchandise, like private hygiene and care gadgets, which can be tougher to return and get a refund for.
So informing your web site guests concerning the inventory availability at your native retailer is usually a nice foot site visitors driver for undecided prospects.
Ikea is without doubt one of the largest retailers to have efficiently carried out this on their web site.
It provides web site guests to decide on the native retailer and see the stock of a selected product in that retailer.
This info may be particularly useful in case your prospects have a tendency to purchase gadgets in bulk.
three. Purchase in retailer and stroll out hands-free
This can be a comparatively new method to retail advertising and marketing and comes on account of shopper conduct adjustments as properly. It serves as a great way to answer shopper “showrooming.”
What’s showrooming and why does it matter?
Showrooming has develop into a standard means of procuring for lots of deal hunters and easily customers who like to match costs or check out merchandise earlier than buying.
Prospects now can come into your retailer, get all info they want concerning the product, see and contact it, however then purchase it on-line from one other net retailer. How unhappy, isn’t it?
25% of Individuals even admitted buying whereas standing in a brick-and-mortar retailer.
The excellent news is you don’t want to struggle this conduct. You’ll be able to embrace it.
What in case your prospects may attempt merchandise in your retailer after which have them delivered straight to their most well-liked tackle?
It’s a wholly new method to retail, and some manufacturers have already carried out it.
For example, Bonobos, have opened “guideshops” throughout the US, the place yow will discover the proper match and elegance with the assistance of knowledgeable information.
If you’re executed procuring, your orders are delivered to your house or work freed from cost.
You are able to do this too.
four. Supply in-store redeemable cellular promotions
Do you know cellular customers spend greater than four hours a day on their telephones?
Simply have a look at this graph from Statista.
In 2017 cellular accounted for greater than half of worldwide web site site visitors and is projected to develop much more this yr.
Shoppers rely extra on their cellular units to analysis even the smallest choices on the go. However additionally they are extra prone to cellular communication than, for example, e-mail.
Analysis reveals that textual content message open charge within the US is 82%, which is a mind-boggling quantity if we examine it to e-mail open charge, hovering at round 24%.
This as soon as once more proves that SMS advertising and marketing just isn’t solely alive however thriving. You need to actually think about implementing cellular advertising and marketing options, together with telephone quantity assortment program.
If you wish to velocity issues up slightly bit, you possibly can go for Fb Lead Adverts to gather telephone numbers quick by providing one thing attractive in return.
Right here’s the way it works.
Open your Fb Advert supervisor and select your advertising and marketing goal to be “Lead Technology.”
Subsequent, fill in all of your concentrating on, funds, placement and scheduling particulars and head straight over to constructing the advert.
Scroll down slightly bit till you see the “Create Kind” part of your advert builder.
Create a brand new kind and describe the particular one thing your prospects will obtain once they enroll.
Then click on the “Extra choices” in Questions part of the shape creation menu and tick “Cellphone quantity.”
It’s a good suggestion to have important info fields to enhance the conversion charge of your kind. So preserve it quick and engaging.
If you’re executed, your kind will look one thing like this:
There you may have it.
This may assist you to legally develop and preserve a listing of your buyer telephone numbers to gas your cellular advertising and marketing initiatives.
After getting your first batch, you can begin sending coupons and present codes to your record through SMS and encourage prospects to go to your brick-and-mortar retailer and redeem them.
One other nice option to acquire buyer telephone numbers is to incentivize them upon try in your web site, by providing free delivery and even the in-store redeemable coupon itself.
5. Optimize for near-me searches
Following the explosive development of cellular, shoppers now count on to obtain particularly tailor-made and customized search outcomes each time and wherever, utilizing near-me queries.
So what are these near-me searches anyway?
Close to-me searches are location particular search queries, often aimed toward getting fast outcomes close by.
That is what they appear to be.
Close to-me searches have been rising steadily in previous 5 years and are solely taking off.
The tough half is that it’s not sufficient to be geographically close to the searcher to rank excessive in search outcomes.
It is advisable to actually faucet into native search optimization to get a chunk of the “near-me pie.”
Listed here are some fast native search engine marketing tricks to get you began.
- Be certain that your web site is cellular prepared, as Google will probably be rolling out mobile-first indexing anytime quickly.
- Excellent your Google My Enterprise itemizing as it’s crucial for native search rankings. Confirm your itemizing and preserve it updated always.
- Optimize your web site meta knowledge with “close to me” key phrases. Don’t overdo, however relatively preserve it related and user-friendly.
- Get geographic anchor backlinks from authority web sites.
- Encourage prospects to go away critiques in your Google My Enterprise itemizing. Fortunately, Google doesn’t prohibit direct communication with prospects to solicit critiques.
Shortlist your happiest prospects who use Gmail and attain out to them with a fast hyperlink to overview your enterprise on Google.
6. Supply in-store exchanges and returns
Do you know that 30% of all e-commerce purchases are returned versus eight.89% of brick-and-mortar purchases?
Appears like rather a lot. However it’s not stunning.
Regardless of all technological developments, web shoppers nonetheless wouldn’t have the chance to see, contact and check out merchandise earlier than buy.
Therefore the excessive return charges.
There’s little you are able to do to attenuate order returns, however if you wish to drive foot site visitors to your retailer and likewise enhance buyer expertise, you possibly can supply in-store returns and exchanges.
A latest examine by Invesp Conversion Charge Optimization Firm reveals that 9 out of 10 shoppers will purchase one thing once more if returns are simple and hassle-free.
And 62% of customers usually tend to buy on-line if there may be an choice to return gadgets in-store.
Because of this having an excellent in-store return and trade expertise is not going to solely drive your prospects from the online to your retailer, however it should additionally give them one more reason to buy with you subsequent time.
And that is true not just for North American customers however Europeans as properly.
The 2017 UPS Pulse of the On-line Shopper examine reveals that just about half of shoppers would like to return gadgets to a brick-and-mortar retailer.
And 49% of them would like to work with an in-store affiliate to course of returns.
7. Manage in-store occasions and workshops
Having a bodily retailer has some benefits for an e-commerce retailer, and it might be a wasted alternative to not make use of these.
Top-of-the-line issues you are able to do to drive foot site visitors and in consequence, in-store gross sales, is to prepare varied occasions, like new product launches, runway reveals, procuring festivals, and many others.
The explanation why that is vital and why it really works so properly is as a result of shoppers nonetheless view procuring as leisure.
Having the appropriate ambiance and temper in your bodily retailer can work wonders.
In line with that 2017 Temper Media examine, music is an important aspect for an excellent in-store procuring expertise.
In reality, 81% of customers globally agreed that procuring expertise is extra fulfilling if a retailer is enjoying music. This determine rockets to 90% amongst these 18-24.
The identical examine suggests that customers love in-store occasions, particularly brick-and-mortar retailer openings of online-only manufacturers.
So why not set up a procuring evening with stay music and cocktails? Energy these occasions with heavy promotion in your web site and social media and your retailer will probably be jam-packed.
eight. Localize your digital advertisements
Digital promoting is a giant a part of your advertising and marketing funds, and also you need to be sure you put it to use correctly and with most ROI.
Fortunately, there are lots of native promoting options on most advert networks and notably on Google.
On common customers search and buy through a number of channels nearly 40% of the time and the vast majority of these customers go to a search engine to start out their analysis.
So it truly is vital to focus on and convert these shoppers on the early consideration stage.
Right here’s how you are able to do it utilizing native promoting on Google.
If you have already got lively search advertisements, go forward and arrange location extensions in your Adwords account.
This may assist you to present native search advertisements along with your tackle, a map to your location, or the space to your retailer.
Whereas these advertisements will assist improve foot site visitors, there may be an much more highly effective advert sort that’s particularly designed to convey on-line searchers straight to your native retailer.
I’m speaking about Native Stock Adverts. These advertisements present the inventory availability of an merchandise at your native retailer together with the standard product info that reveals up in an everyday Google procuring advert.
If you click on on a Native Stock Advert, it takes you to a digital storefront along with your native retailer info, together with inventory availability, tackle, telephone quantity, e-mail, and hours.
9. Create distinctive and compelling in-store experiences
The ability of in-store experiences is incomparable to on-line procuring in any means. It’s the high motive for shoppers all over the world to decide on brick-and-mortar over e-commerce.
Let’s have a look at either side of the coin.
What motivates shoppers to purchase on-line as a substitute of going to a neighborhood retailer? What actually drives this enormous shift to on-line?
The 2017 KPMG International On-line Shopper Report reveals that the principle benefits of on-line procuring are 24/7 availability, simple worth comparability, and higher offers.
Now let’s see how bodily shops beat these highly effective details.
As anticipated, greater than half of shoppers globally nonetheless want to see the product with their very own eyes, 55% need to attempt it on earlier than buy, and 22% merely benefit from the expertise of going to the retailers.
So how will you make your in-store expertise a blast?
Begin with eliminating the principle shopper ache factors.
Do you know that ready in line is the primary in-store frustration for 60% of customers all over the world?
Leverage some great benefits of having (extra) cellular POS units to chop the traces at money registers and settle for card funds on the spot.
This may serve you notably properly throughout in-store gross sales.
One other factor you are able to do to ease the hectic ambiance in your retailer is create an immersive model expertise with uplifting background music, correct lighting, and odor.
Sure, the odor is definitely much more highly effective than you suppose.
Scent travels to your mind instantly and is carefully linked to reminiscence. That’s the reason it’s broadly utilized by main retailers to affect shopper conduct in-store.
It seems there may be even analysis on which scents usually tend to drive gross sales.
It suggests that individuals are inclined to spend extra once they odor heat scents, equivalent to vanilla and cinnamon.
Whichever scent you select, preserve it very gentle and ambient in order that it provides as much as the general in-store expertise and never vice versa.
E-commerce is on the rise and can proceed to develop remarkably within the close to future. It adjustments the best way shoppers store and influences offline gross sales as properly.
Nonetheless, conventional brick-and-mortar retail is much from useless and goes by means of an thrilling but transformative change.
This alteration would require an omnichannel method to advertising and marketing and a sound web-to-store technique, specializing in the next key elements.
Carry on-line and offline collectively by combining the foremost benefits of those two channels.
Present your prospects with the comfort to choose up their order at your native retailer. Allow them to see your inventory availability after which store offline.
Permit customers to benefit from the expertise of seeing, touching, making an attempt your merchandise earlier than buy, trying out and strolling out of the shop hands-free.
Be there when your buyer wants you.
Optimize your net presence for near-me searches. Experiment with native search advertisements and Google Stock Adverts to achieve visibility and drive extra in-store site visitors.
Contemplate investing in cellular advertising and marketing options to precisely and legally acquire buyer telephone numbers and ship offers and particular provides on the proper time.
Create an unmatched in-store expertise.
That is the largest power of your brick-and-mortar retailer.
Construct pleasure round real-life procuring expertise by organizing one-of-a-kind enjoyable occasions that each shopper would like to attend.
Make the most of the most recent tech options to supply distinctive customer support and encourage model loyalty.
What e-commerce advertising and marketing ways have you ever seen drive foot site visitors to your retailer?
In regards to the Writer: Neil Patel is the cofounder of Neil Patel Digital.