As the world’s retail landscape changes rapidly, bricks and mortar retailers need more powerful tools to compete. In this competitive environment, the biggest brands are syncing up their online and offline channels and creating a complete brand voice. As marketing expert Mark Schaefer points out, the company that is most human wins. By focusing on the customer, a bricks and mortar company can tap into the full spectrum of the human experience.
The customer no longer wants to choose between purchasing goods online or in person. They now expect a seamless experience across all channels. By complementing the digital and bricks-and-mortar operations, a retailer can serve as a warehouse, showroom, and community hub. Digital channels give retailers insight into what customers want and need, so retailers must be attentive to their customers’ feedback. This is an essential part of omnichannel strategy.
Increasingly, consumers’ shopping experiences are moving away from transactional to personalized experiences. Retailers must design a seamless journey for their target consumer and structure their channel ecosystem to provide value. While there will always be a need for a physical store, savvy business owners see the opportunities digital marketing presents to enhance the shopping experience. Ultimately, the question is: How can a bricks and mortar business compete in this environment?