Digital marketing has taken the world by storm. Over the years, advancements in technology and marketing have led to a phenomenal increase in the number of online shoppers and why not! Online shopping has made our lives so much easier. There is no hassle and you have easy access to a wide variety of products. No waiting in long queues at the checkout counter, no need to heft heavy shopping bags, and no need to drive up to a storefront. Online shopping delivers at your doorstep. What more does one need?
But, despite all the comforts of online shopping, there are still a few brick-and-mortar stores that thrive on foot traffic or on in-store customers. Stores like these need to keep up with the changing marketing strategies to make sure that they get enough and more customers to their store.
Even brick-and-mortar stores need to make effective use of digital marketing strategies to increase traffic.
This being said, how can a brick-and-mortar store that does not have virtual shopping platform use such a technique to drive foot traffic?
Establishing and maintaining contact.
A business that operates within a physical establishment rather than the internet needs to keep their customers updated and aware about the latest happenings in that business. Since there is no online retail, re-marketing becomes all the more important as it is a way of compelling customers to walk up to their store.
The digital layer in re-marketing entails collecting relevant user data offline and then using this data to keep the customers updated with the latest promotional offers, coupons, and so on. The important thing to remember here is that when customers provide their details in-store, they are more aware of doing so and such retail stores need to be careful about their value.
Customers can be influenced to come back to the store with periodic reminders. Constant periodic reminders are effective in reminding past customers about their experience and increases the likelihood of their return to the store.
The opt-in method
Brick-and-mortar stores use the opt-in method to establish contact with the customers who are visiting the store for the first time. In this process, the store requests the customer to sign up for a newsletter and throws in some attractive offers to encourage the customer to sign up. The opt-in strategy can be exercised with or without a sale.
Value for money
The challenge is to be better than what the customer is likely to get online. Re-marketing materials are released during certain periods and involves coupons and promotional offers. For instance, take the case of a TV showroom. Business is likely to go up during certain times such as during the Super Bowl. With a large number of online retailers threatening to slow down foot traffic, the strategy is to lure the customers to the store rather than purchasing from online retailers.
The TV showroom goes back to the customer data it has collected and schedules the release of a newsletter that compels its previous customers to visit the store to buy their product. Most of the times, such retailers may use coupons and the promise of attractive discounts to make the customer walk to the store.
Amidst all the strategies, one thing remains important for brick-and-mortar stores. Value. Unless and until the customer finds that the value offered by a particular brick-and-mortar store trumps the value offered by an online retailer, the chances of the customer returning are very less.
It is the value offered by a business that drives a customer to the store.