Why a Bricks and Mortar Business Desperately Needs a Digital Marketing Strategy
A bricks and mortar business can benefit from a digital marketing strategy. In addition to having a good website and an active social media presence, you should also be using email marketing and segmenting your audience. The main reasons for bricks and mortar businesses to adopt a digital marketing strategy are:
The first reason is that two-thirds of shoppers now look up prices on their phones, which means you need to take your website seriously. Your website should offer value to potential customers, such as information about the company, return policies, and more. If a bricks and mortar business doesn’t offer any value to potential customers, it is likely to lose out on potential customers. Taking digital marketing seriously will ensure you have a competitive advantage.
Several big brands have turned to digital innovation to improve customer experiences in bricks and mortar stores. For example, augmented reality technology has become the focal point for bricks and mortar digital marketing. This technology offers customers unprecedented personalization. One example is Ikea Place, which lets customers virtually see their furniture in their home before buying it. The AI then prompts the purchase, with in-store pickup and delivery. This streamlined the entire test to purchase experience for the customer.
In addition to embracing digital tools, bricks-and-mortar marketing must provide an exceptional customer experience in-store. By combining both online and offline methods, businesses can deliver experiences for all types of customers across the conversion funnel. As a rule of thumb, companies should be conscious of their brand voice and ensure that their in-store and online presences have the same consistent tone. If customers are happy, they’re more likely to buy from them again.
Customers don’t want to choose between online and in-store shopping. They want seamless experiences. By integrating digital and physical strategies, retailers can complement each other’s strengths and offer an excellent shopping experience. This will allow their brick-and-mortar stores to serve as community hubs, showrooms, and warehouses. Moreover, customers will use digital channels to tell them what they need. So it’s imperative to listen to customers and respond accordingly.
Retargeting campaigns will maximize your ROI by focusing on existing customers. They will help you minimize expenses on attracting new customers. In-store events and collaborations are also effective ways to connect with your existing community and attract new customers. Moreover, a successful brick-and-mortar marketing campaign should involve digital signage. It can provide crucial information to customers, like current sales. Moreover, digital signage also acts as a perfect remarketing technique.
The bricks-and-mortar retail world has gone through a transformation of sorts, forcing it to integrate its digital operations with brick-and-mortar stores. In fact, 55% of retailers have admitted that they would not have survived the COVID-19 without the help of e-commerce. Only a small minority plan to keep the integration of their physical and digital operations. If this trend continues, brick-and-mortar retailers will have no choice but to adapt.
With 85% of Americans owning smartphones, retailers are looking for ways to offer personalized experiences to their customers. Digital outreach can help drive customers into stores, while using location data prudently. While retailers are cautious about implementing data collection, some have tried sending notifications to mobile phones whenever a customer is near a store. Moreover, digital marketing campaigns must adhere to strict privacy guidelines and do not breach any laws or regulations.