It is no secret that most consumers use their mobile devices when they’re shopping. That means two-thirds of millennial shoppers look up prices on their phones before making the purchase. That means a bricks and mortar business needs to take its website seriously. A great website should provide valuable information to customers, such as what to expect in store and how to return items. Despite these statistics, it still remains an underutilized marketing tool.
In order to survive, brick-and-mortar businesses must embrace digital marketing. Using online channels to market their products and services can help them increase foot traffic, connect with current customers and even attract new ones. Investing in digital marketing for brick-and-mortar businesses will result in more sales and greater customer loyalty. And as a matter of fact, it’s possible to do all of this while maintaining a traditional brick-and-mortar presence.
The evolution of online shopping has led to huge transparency around price. It’s also made shoppers in-store demand a more enhanced experience. To stay relevant, price retailers need to evolve, providing shoppers with the requisite margin without compromising on the quality of service or experience. True multichannel retail operations require better cost control and a truly multi-channel operation. Digital marketing experts stress the importance of data in making business decisions, but they say that information alone is not a sustainable strategy.
In addition to these challenges, the brick-and-mortar retail industry itself will be transformed. Stores will become the new face of brands, with smart devices and interactive displays that respond to consumer actions. In the near future, consumers will bring physical stores to them through pop-up stores, temporary markets, and online experiences. In the near future, brick-and-mortar retail will be synonymous with clicks-and-mortar.