While a website is an important element of any digital marketing strategy, bricks-and-mortar businesses need to put a premium on a good one. Two-thirds of millennial shoppers do some research online before visiting a brick-and-mortar store. Your website serves as a virtual front door that can make or break your business. In addition to offering useful information about your company, it should also provide your customers with contact information.
For the most part, brick-and-mortar businesses can benefit from digital marketing strategies. They should have a solid website, have an effective social strategy centered on building relationships with customers, and utilize email marketing to reach prospective clients. The next step is to segment your audience. By leveraging a digital strategy, brick-and-mortar businesses can improve their sales conversion rate and increase customer loyalty.
Online shopping has created massive transparency around price, and shoppers expect more when they shop online. Price retailers need to evolve to provide this experience to their customers while still maintaining the necessary margin. As brick-and-mortar networks become increasingly reliant on digital marketing, they must be more cost-efficient and become true multichannel operations. Marketing experts stress the value of data, but caution that information alone does not equal sustainable strategy.