5 ways to convert online traffic to brick-and-mortar retail sales
Digital interactions influence over 50 percent of in-store sales according to a study from Deloitte Digital. While the majority of shopping still happens offline, many brands have found creative ways to drive offline sales through digital efforts. A study from Dimensional Research shows that 91 percent of consumers have gone into a store based on an online experience. By developing quality relationships and cohesive marketing strategies that tie digital and traditional together, brands can drive sales to their brick-and-mortar stores.
1) Provide Detailed Information To Shoppers
Many consumers often view online shopping as a research tool before making an in-store purchase. In fact, Dimensional Research reports that over 65 percent of users purchased the item they were considering after checking online. Due to this high volume of online research, it is important that retailers provide detailed information to improve user experience and increase sales. Offer customers as much content as possible so they are informed and confident before making a purchase. This includes product features, high quality images, video demos, and any additional information to help close the sale. Including this information may not only help improve sales, but can also increase the total purchase amount.
2) Make Stores Easy To Find
Most consumers prefer to shop in-store so they can see and feel an item before making a purchase; therefore, it is important to structure digital assets to encourage users to visit offline locations. When trying to drive offline traffic from a brand’s website, marketers should ensure that store information is easy to find. Use clear calls to action that encourage users to visit the store. Include store locators that are user friendly and incorporate information such as address, directions, store hours, and any information unique to the store. Establish unique URLs for each store page to enhance visibility in search. On product pages, offer users the ability to find a specific item in local stores and purchase for immediate pickup. This fulfills the need for immediate gratification and can diminish concerns about returns.
3) Actively Incentivize Users To Shop Offline with Special Offers
Increase awareness to stores with targeted marketing campaigns that offer different audience segments personalized content tailored to their interests. Reward followers with exclusive website offers and use social channels to drive sales in stores. Supplement messaging with targeted e-mail campaigns that use engaging, targeted content to drive in-store purchases.
4) Optimize For Mobile
Consumers are trying to find brick-and-mortar stores from their mobile devices and optimizing is important. Increase visibility with local optimization for individual stores and popular keywords that are relevant to audiences with brand affinity. Mobile-friendly websites help increase usability and make it easier for consumers to find information quicker to decrease abandon rates.
5) Keep Social Engaging and Actionable
One of the best ways to drive sales from digital efforts is to remain top of mind. Once a strong following online has been built, take advantage of that audience and promote special in-store offers. Social media offers a unique outlet to provide customer service. While the experience may be digital, it can often relate to offline purchases. Online customer service can provide an opportunity to resolve conflicts and transform frustrated consumers into brand advocates. Go above and beyond to create moments worth talking about in order to develop brand perception and authority. Above all, stay active with two-way communication in order to stay engaging and relevant.
Menny Bezalel is a founder of Planetscape Inc. an E-Commerce company that provides various websites with database/E-commerce and Social Media Services for B to B. PlanetScape develops and markets its internet products to the jewelry and many other industries. Contact Menny at firstname.lastname@example.org, 212-869-6906 (office) or 516-658-2819 (cell).