Digital marketing has become a critical aspect of bricks and mortar businesses, but there are several reasons why it is important for bricks and stone establishments to embrace it. In an era when consumers are increasingly choosing convenience over price, bricks and stone establishments must change and adapt to provide the kind of service that consumers want while still maintaining margins. Today’s consumers expect a more seamless shopping experience, so it is critical for bricks and mortar networks to become more nimble, agile, and multi-channel. Though data is key, it is not enough.
As consumers turn to their mobile devices to shop, bricks and stone establishments should adopt digital marketing to keep up with the times. Many of these new technologies can help bricks and mortar businesses enhance their customer experience, such as mobile apps. Mobile apps are a great example of digital marketing tools, since they enable online retailers to personalize the shopping experience for customers. For example, Guides allows customers to input their preferences and shopping habits and receive personalized recommendations from sales associates.
More than half of online shoppers begin their search for a bricks and mortar business by using their mobile devices. Additionally, two-thirds of them visit bricks and mortar store websites before purchasing their goods. The use of digital marketing tools increases awareness about bricks and mortar stores and builds loyalty. If consumers can access this information, they are more likely to shop there. As a result, bricks and mortar businesses can expect to boost sales and increase customer loyalty.
Despite the popularity of digital channels, bricks and mortar businesses cannot ignore the traditional aspects of the business. Physical stores are still necessary, but the new paradigm requires bricks and mortar businesses to make the most of the possibilities. Today’s consumers are more accustomed to using their mobile devices than ever before. The only way to compete is to be present wherever consumers are looking. The internet is the new bricks and mortar world, so it is essential that physical stores have a digital presence as well.
As an example, the COVID-19 pandemic has adversely affected consumers and businesses around the world. In Australia alone, unemployment has risen from 5.2% to 7.5% and traditional bricks and mortar businesses are struggling to make ends meet without sales. Social media marketing, ecommerce, and search engine marketing have emerged as strong selling channels. And the future is only just beginning for these industries, so it is vital that they tap into the power of digital marketing.