While digital technology is rapidly changing the retail landscape, it also isn’t killing brick and mortar businesses. Today’s consumers want a seamless experience from start to finish, from online shopping to in-store sales. Brick-and-mortar stores can complement each other by serving as community hubs, showrooms, and warehouses. And because customers are increasingly using digital channels to communicate their needs, brick-and-mortar stores need to be more responsive and more interactive than ever.
More shoppers are turning to their phones to compare prices and find the right products. So why wouldn’t a brick-and-mortar store pay as much attention to its website as they do to its other departments? More than two-thirds of millennial shoppers begin their shopping experience on their phones. That’s why it’s crucial for brick-and-mortar stores to take their websites seriously. A great website provides value to customers, such as information about the store and its return policy.
A brick-and-mortar store can use digital marketing to drive new business and improve their sales. While most consumers now shop online, most will visit a brick-and-mortar store’s website before making a purchase. A properly executed digital marketing strategy will increase foot traffic and build customer loyalty. For more information, read this article. You’ll see the power of digital marketing for brick-and-mortar stores.
Besides the benefits of digital marketing for brick-and-mortar businesses, brick-and-mortar stores can also benefit from digital innovation. Smart mirrors, for example, can improve the shopping experience for customers by automatically adjusting fitting room lighting. They can even suggest different styles and sizes. And they can order different sizes directly to fitting rooms for customers. What’s more, smart mirrors can even make suggestions based on how the customer uses them.
While digital marketing is less intrusive, it can help drive new customers to brick-and-mortar stores. In addition to driving new customers to brick-and-mortar stores, local SEO optimization is still a powerful way to attract new customers. And it can help prevent brick-and-mortar stores from losing their customer base to online rivals. Retailers that survive and thrive in the digital age will embrace organizational change and remain true to their customers.