Why a Bricks and Mortar Business Desperately Needs Digital Marketing
The digital age has changed consumer behavior, and bricks-and-mortar businesses must keep up to remain competitive. While a brick-and-mortar business’s greatest lever is the face-to-face contact it has with customers, ecommerce sites are quickly taking consumers who prefer a more personalized shopping experience. With this in mind, brick-and-mortar businesses must develop a digital strategy to stay competitive. Digital marketing is a powerful way to increase sales and build customer loyalty.
Especially important for eCommerce sites is the website. Statistics show that two-thirds of shoppers use their mobile devices to check prices online. A brick-and-mortar business must take its website seriously. A great website provides value to consumers by providing valuable information such as prices, available products, and return policies. By putting in this time and effort, brick-and-mortar businesses will see their sales skyrocket and increase brand loyalty.
Moreover, brick-and-mortar businesses have more time and face-to-face interaction with their customers, which makes them more susceptible to mistakes. However, mistakes are still avoidable if you take the time to evaluate what your brick-and-mortar competitors are doing to stand out. By learning what sets you apart from your competition, you can make the best use of these opportunities to gain a competitive edge.
In the wake of the global COVID-19 pandemic, businesses and people all around the world have had to make major adjustments. Many people are losing jobs and relocating to other countries, and traditional brick-and-mortar businesses are left scrambling to manage their costs while generating zero revenue. With this change, many businesses have embraced innovative strategies to survive. Social media, search engine marketing, and ecommerce have all become powerful selling channels.
Moreover, brick-and-mortar businesses need better tools to compete. There is bad news for physical retail: the number of closed brick-and-mortar businesses nationwide has reached an all-time high this year, with the final tally expected to hit 12,000 stores by the end of the year. And that’s just the beginning. So, what can a brick-and-mortar business do to survive the digital age?
Today, ecommerce retailers are utilizing mobile apps to improve the customer experience in-store. Even brick-and-mortar businesses have started to make use of mobile applications. The Guides app, for instance, helps sales associates find the perfect products for customers. While many retailers might be reluctant to try this, there is evidence to suggest that this type of mobile application will only enhance the customer experience.
Moreover, digital marketing is less intrusive and can help retailers drive customers into physical stores. While local SEO is still the best way to bring new customers to brick-and-mortar stores, digital marketing helps prevent online competitors from stealing your customers. This omnichannel approach can help retailers manage their resources across channels and make better use of their limited resources. The ability to use both types of marketing allows retailers to remain aligned with their customers and their products.
To attract attention, brick-and-mortar businesses should be located in prime locations. This means that physical stores should be located on busy streets, while digital businesses should be present on websites where their target audience congregates. Once a business knows where its target audience hangs out, it can expand its reach. Besides SEO-driven blog posts, content marketing and social media can attract attention, but they require a considerable amount of time and effort.