Today, every bricks-and-mortar business should have a website. Not only should they have a website, but they should also invest in social media and digital marketing campaigns. A recent study showed that seventy-two percent of millennial shoppers research a business’s online presence before visiting it in person. Your website is your digital front door – it should leave a positive or negative impression.
A digital presence allows potential customers to learn about your brick-and-mortar business when you are not open. Using tools like Google Analytics, you can see which pages are gaining the most attention and which ones are not. This information helps you plan your next marketing campaign. If you want to increase sales and improve customer service, you can offer coupons or discounts. You can use social media to expand your customer base and develop new relationships.
As consumer behavior continues to evolve, brick-and-mortar businesses must evolve with them. Consumers are accustomed to instant gratification. But they expect more than just a quick trip to the store. Increasingly, consumers expect shopping experiences online and at brick-and-mortar stores to offer digital services as well. As such, brick-and-mortar retailers must adapt their marketing efforts to meet the needs of the consumer of the future.
As customers continue to demand personalized experiences and personalized content, retailers are increasingly turning to data-driven personalization to attract more customers. While these tools can improve online customer experiences, retailers must be cautious about data collection. Some retails have even experimented with sending notification to consumers’ phones when they are close to their stores. Using location data to enhance offline customer experiences is an important strategy for bricks-and-mortar businesses.