Why a Bricks and Mortar Business Desperately Needs Digital Marketing
Why a bricks and mortar business desperately requires digital marketing is clear: consumers are increasingly using the internet to shop. And while most consumers go online to purchase their products, they also visit bricks and mortar store websites first. The more these businesses can use digital marketing to attract these online shoppers, the more likely they are to see increases in sales and customer loyalty. Read on for more reasons to embrace digital marketing for your bricks and mortar business.
Despite the benefits of digital marketing for bricks and mortar businesses, many business owners have been reluctant to invest in it. While it is true that a website is essential for eCommerce sites, it should be given priority. Moreover, 72% of millennial shoppers conduct research online before visiting a bricks and mortar store. A website can make a great first impression – or a bad one.
In order to compete with the big e-commerce companies, bricks and mortar stores must actively market themselves to establish a reputation as a safe alternative to e-commerce sites. Investing in smart marketing techniques can turn a bricks and mortar store into a destination. Forbes Communications Council associates share their top tips for boosting visibility. This group is comprised of successful public relations, media strategy, and creative agencies.
Moreover, a strong online presence allows customers to learn about a bricks-and-mortar business even when the location is closed. Google Analytics tools can help a business gauge its popularity. They can determine what pages, products, and web pages are viewed the most. This information helps business owners decide which avenues to pursue for further marketing. The online presence also gives business owners a chance to offer coupons, which serve as additional ways to expand their customer base.
The future of retail is digital. Amazon and other online giants have changed the way consumers shop. But brick-and-mortar businesses are still here to stay. And, they face different challenges than their online counterparts. Increasingly, online retailers are embracing “guideshops,” which allow customers to try products before making a purchase online. It is crucial for brick-and-mortar companies to adapt to this changing environment.
The digital revolution has made it necessary for retailers to evolve beyond transactional commerce to an omnichannel approach. The digital world provides a platform for retailers to create a unique journey for their target consumers and structure their channel ecosystem to provide value to their consumers. By offering a unique experience, a brick-and-mortar business can stay competitive. It is possible to create a brand that offers an enhanced customer experience and makes the customer want to return to it again.
The online world has also brought enormous transparency in price. This transparency has forced price retailers to innovate to provide customers with the best experience, while still maintaining the margin they require to stay in business. As bricks and mortar networks develop, they will have to be more efficient and truly multi-channel. And while experts stress the value of data, they also say that information is no substitute for a sustainable strategy.