It’s no secret that consumers are increasingly turning to online shopping to buy products. But bricks-and-mortar stores are still alive and well, even if they face different challenges from their online counterparts. With online retailers increasingly adopting “guideshops,” where consumers can try out products and make purchases without leaving their home, brick-and-mortar stores are also changing. To succeed in this new environment, brick-and-mortar stores need to embrace digital marketing.
Despite the rising importance of digital marketing, brick-and-mortar businesses often lack the budget to implement sophisticated digital marketing campaigns. As a result, they’re stretched thin across multiple departments, so implementing new marketing strategies can be a difficult task. According to experts, half of small businesses still lack a website, but that number is only expected to rise. But the fact of the matter is that the internet and social media are here to stay, and ignoring digital marketing means losing an opportunity to market your business.
While most marketers fail to realize the importance of integrating physical and digital operations, retailers have discovered the value of physical stores. Physical stores help them fulfill orders, ship products, and facilitate returns. Both of these benefits benefit the business, as consumers who visit a physical store are more likely to make a second or third purchase. Retailers should take advantage of both channels. It’s worth noting that the best omnichannel strategy also involves integrating both types of channels.