Can You Leverage Brick and Mortar Stores in a Digital World?

Business owners, particularly those who still run brick-and-mortar stores in an online retail world, can often feel confused and somewhat overwhelmed when it comes to tailoring their marketing strategy to multiple audiences. To help business owners adapt to the digital age, the team at Zen are ready to talk you through how to make your bricks click.

By Cat Wellwood, 14 October 2019


Emerging technology and the rise of the digital age has had an enormous impact on the retail sphere – not only in its support of emerging online retail stores, but also in enhancing the retail experience in traditional bricks and mortar retailers. In today’s ever-changing retail world, many retailers are now realising that the best way to meet new consumer demands is by delivering a robust customer experience that is tailored for the digital age.

Business owners, particularly those who still run brick-and-mortar stores in an online retail world, can often feel confused and somewhat overwhelmed when it comes to tailoring their marketing strategy to multiple audiences. To help business owners adapt to the digital age, the team at Zen are ready to talk you through how to make your bricks click.

The Changing Retail Experience

Technology has fundamentally changed the face of retail, particularly traditional brands, enabling them to innovate and provide a more personalised in-store experiences that match growing customer expectations. Now, customers typically expect a seamless, integrated shopping experience as they interact both online and offline in physical shops.

The retailers that continue to grow and thrive over the next decade will be the ones who aren’t afraid to redefine and reimagine their in-store experience for the digital age. Brick-and-mortar retailers have enormous potential and significant opportunity to leverage the distinct benefits of in-person shopping in ways that online stores can only dream about. The winners of tomorrow will be those who are able to successfully transport the digital world into their stores.

Enter the Digital Store

With customers quickly becoming more connected than ever before and used to the ease and convenience they can have shopping online, it’s time for brick-and-mortar stores to adapt and learn some hard lessons from the digital sphere. This digital shift is already happening, and as more brands continue to evolve their offering, one thing is becoming clear, digital no longer just means online.

It is essential for shops to digitise in order to meet increase customer expectations. The numerous interactions consumers now have with digital platforms and digital media has completely rewritten the traditional consumer decision journey, causing customers to become accustomed to higher levels of accessibility and convenience. The use of different online-only features such as product reviews, personal recommendations and vast product assortments – all accessible with 1-click – has given shoppers the power when it comes to making purchasing decisions. When the doors of your brick-and-mortar shop swing open, it’s very likely that your shoppers will bring these new expectations with them.

What Does it Take to Make Your Bricks Begin to Click?

By incorporating and uniting the digital experience with traditional advantages, brick-and-mortar retailers now have the opportunity to provide a customer experience that is vastly superior to online sites. With nearly a quarter of all apparel shoppers saying that digital touch points are one of the most influential factors in their purchasing decision journey, it’s vital that businesses begin to marry offline strengths with digital advantages.

Using Your Digital Data to Reach Shoppers

When an existing customer enters your store, they are typically eager on an unconscious level, to be wowed by an updated brand experience. It is important that any retailers seize on this opportunity, and digital data offers a number of new and strategic ways to do this.

An easy way to unite online and offline marketing efforts is to provide specific offers to identified existing customers on their mobile device or displayed at a welcome terminal that also details online product information. Integrating a Facebook/social product finder will also mean that the customer can use a 1-click- check-out with their information already filled in.

This type of marketing effectively combines the in-store brand experience with the benefits of personalised and targeted promotions typically found online.

 

 

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