In an increasingly digital world, your bricks and mortar business needs digital marketing to stay competitive. In fact, it may be your most powerful competitive weapon. The ability to engage shoppers with their five senses is something that e-commerce cannot replicate. And shoppers who are engaged with all five senses are more likely to make a purchase. Bricks-and-mortar businesses should make sure that they’re ready for tomorrow’s customers.
Whether you’re an established bricks-and-mortar business or a new retailer just starting out, you’ll benefit from digital marketing. A well-designed website, a social strategy built on relationship-building, email marketing, and segmented audience are just a few of the ways to get started. Listed below are some of the most effective digital marketing tactics for brick-and-mortar businesses.
COVID-19 has adversely affected businesses and people all over the world. In Australia, unemployment increased from 5.2% to 7.5%. This has left traditional brick-and-mortar businesses struggling to survive on zero revenue. In response to these challenges, many have turned to innovative new selling channels such as ecommerce, social media marketing, and search engine marketing. But despite the challenges, there are many opportunities.
Websites can boost sales by providing valuable information for customers. More than 70% of millennials use their phones to check prices online before buying products. It’s vital for brick-and-mortar businesses to treat their websites seriously. A great website provides the information customers need to make the decision to buy from them, including information about their returns policy. It can also make you stand out amongst the competition.
While brick-and-mortar stores are not going anywhere, they won’t remain solid as the landscape changes. The emergence of e-commerce stores is evidence that brick-and-mortar businesses aren’t required to have physical locations anymore. And for the first time ever, online sales have surpassed in-store purchases. A multichannel business strategy is more important than ever for brick-and-mortar businesses.
In the experience economy, consumers no longer want to choose between online and offline shopping. They want a seamless experience. That means that retailers must evolve their brick-and-mortar operations to offer a unique experience to their customers. By providing an enhanced experience, brick-and-mortar companies can become warehouses, showrooms, and community hubs. In the era of digital marketing, customers will use digital channels to tell you what they want. A brick-and-mortar retailer must learn to listen to what those customers are saying about their needs.
Retailers need more sophisticated tools for navigating this changing environment. The decline of physical retail has already cost 7,567 national retail outlets this year, and the final tally is expected to hit 12,000 by year’s end. If your brick-and-mortar business isn’t using digital marketing to attract new customers, it may be in trouble. However, there are several reasons to embrace digital marketing.
If your brick-and-mortar location is in the heart of a busy street, customers are increasingly likely to be online. Without proper digital marketing, customers will simply move to your competitors. For example, if your brick-and-mortar location isn’t accessible by smartphone users, customers may lose interest in your products and services. And because e-commerce has become more mainstream, your brick-and-mortar location may not be as important.
Retailers are looking for ways to personalize their interactions with customers. A good digital marketing strategy will target customers and encourage them to visit your store, even if they don’t physically visit your business. Retailers have tried sending notifications to smartphones when a customer is near a store. However, this method must be used carefully. Moreover, you need to be cautious about data collection. While geo-fencing may seem harmless, it can help your business by delivering real-time location information to users.