5 Ways Retailers Can Convert Online Traffic To Brick And Mortar Retail SalesJul 28, 2015 - by Business2Community
Digital interactions influence 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 62 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. The same study from Deloitte Digital found that 22 percent of consumers spend more as a result of using digital, and more than half of these shoppers report spending at least 25 percent more than they had intended.
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 email campaigns that use engaging, targeted content to drive in-store purchases.
4) Optimize For Mobile
MOZ Local reports that over 50 percent of mobile queries have local content. This means that 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.
Driving offline sales from online efforts requires dedication and the right tools. Develop your digital presence to support physical stores and traditional marketing strategies. Understand what customers expect from retail brands online and provide easy-to-use solutions to convert digital window shoppers into physical customers.