While a bricks and mortar business should definitely have its own website, it is vital to develop a digital presence. Internet-friendly consumers are increasingly picking up on online businesses, and any business needs to stay current with these trends if it hopes to remain competitive. Several long-time retailers have closed dozens of locations due to a lack of traffic and sales. The following are just some of the reasons why bricks and mortar businesses need to embrace digital marketing.
Bricks and mortar businesses often rely on tangible location for their products. This could be a retail store, a warehouse, or even a local grocery store. This physical presence allows consumers to touch and feel items, discuss concerns with staff members, and experience immediate gratification. Without it, these businesses would be out of business. However, digital innovation is changing the way bricks-and-mortar businesses operate.
The biggest brands are already successful at leveraging the power of digital channels. But they do it smartly. They sync their online and offline channels to establish a complete brand voice. As Mark Schaefer, CEO of Forbes Communications Council, points out, the best companies win through the most humanized strategy. And this approach means understanding the needs and preferences of your customers. The result? The bricks-and-mortar business can become a destination for the local community.
In order to stay competitive, physical retailers must incorporate digital marketing strategies. As the consumer experience shifts from transactional to highly personalized and interactive, retailers must build a relevant journey for their target audience and structure their channel ecosystem in such a way that they provide value to their customers. The bricks-and-mortar model must adapt and keep pace with these changes. So, the future of retail is digital.