Brushing up your bricks-and-mortar: 4 ways to boost retail foot traffic
Online retail purchases in the U.K. more than doubled between 2012 and 2017, according to an article in the Financial Times, and e-commerce shows no signs of slowing down. However, the authors relate that physical stores still play a crucial role in the retail world, partly by providing the social aspect of the shopping experience, and also because some goods make more impact up close and personal. For clothing in particular, shoppers often prefer to try on items before purchasing. Physical stores should also support online sales by offering "click and collect," or product order and pick-up at the shop. Combining the advantages of both online and offline shopping is the future of retail.
The Independent reported that retailers acknowledge the preference of younger shoppers for experiences over quantity of merchandise, resulting in a transformation of the traditional brick-and-mortar concept. A successful shop today becomes less about the best location and largest collection of products, and more about the quality experiences retailers can offer consumers.
This new reality creates a huge opportunity for retail businesses to offer product sampling, demonstrations, workshops, and tactile shopping experiences that can’t be replicated online. A few other suggestions for optimising foot traffic at your brick-and-mortar shop:
- Optimise data gathering and analysis tools that help you know and understand your customer so you can personalise goods, services, and marketing campaigns accordingly.
- Automate your cash room so you can apply your workforce toward providing excellent customer service.
- Provide amenities in your store that make the shopping experience easy, convenient, and fun. Examples include mobile phone charging stations, lounge areas, complimentary snacks and beverages, pet-friendly policies, or entertainment.
- Stage special events, perhaps partnering with complementary businesses, influencers or even celebrities to offer trunk shows, fashion shows, presentations, special guest appearances, or workshops. You might even form customer clubs around key elements of your business.
Increase foot traffic, create a better experience, and realise more profitable results.
August 15, 2018