You might have been led to believe that online is where all the action is right now, but the truth is that when it comes to retail, brick-and-mortar stores are making a resurgence. However, that’s not to say that online is not critically important. Multichannel shoppers, i.e. those who purchase online and in-store, have a 30 percent higher lifetime customer value. That means, to turn traffic into sales, both your online and in-store presence must be on top form.
No matter how much retailers rely on their websites, the very best stores understand that footfall will always have a huge role to play in boosting revenues. You might already have high levels of website traffic, but without having an online-to-offline strategy in place, many of those internet browsers will remain just that – browsers. In many cases, it is not until consumers arrive in-store that they are ready to part with their cash.
So what strategies can you use to turn your website traffic into sales? Here are some tips…
1. Allow online purchases to be collected in-store
Too many online retailers inadvertently end up competing with their own brick-and-mortar stores. Instead, online channels should enhance the customer experience. One example of how this can be done is to offer free in-store collection for customers buying online. Rather than having to pay for delivery, give customers the option to collect their order from their local store for free.
This gives you the chance to upsell, and in fact, you’d be surprised how many customers who save themselves a small delivery fee will go on to spend more in-store. That’s because there’s less guilt associated with buying something tangible. Many customers also feel they are entitled to a treat after saving on the cost of delivery.
2. Offer vouchers to spend in-store
Another tactic retailers can use to turn traffic into sales is to offer incentives, such as vouchers, that can be downloaded online but can only be spent in-store. If the vast majority of your goods are of a relatively high value then a voucher for a smaller amount, but which is enough to tempt prospective customers in-store, will still represent good value.
3. Add a store locator
Research has shown that the most common reason for local searches conducted on mobiles is to find the address and location information for your store. Adding a store locator to your website allows you to not only display this information clearly, but also to guide consumers to the door of their closest or most relevant store.
When buying a store locator there are certain things you need to consider. These include aspects like the level of customization, the ability to create and optimize local pages for each store and the use of responsive design. Download our free buying guide to find out more about the seven top store locator features you should look for.
4. Embrace email marketing
Email promotions are not only one of the most cost-effective forms of marketing, but done well, they can also be one of the most successful. Almost a quarter of marketers use location data in their emails and this is the key to creating the type of messages that receive the desired response.
But these days, emails that include names and location details are not enough. To really capitalize on your website traffic, you should be sending hyper-personalized messages built around each consumer’s preferences. These can include in-store discounts for products they commonly buy and details of special events and in-store promotions.
5. Take a local approach
18 percent of local mobile searches lead to an in-store sale on the same day. Clearly then, when considering how to increase your revenue, making sure your stores appear in local search results should be a priority. 56 percent of local retailers still haven’t claimed their Google business listing, so this is an excellent place to start. You should also think about strategies such as local advertising and using sites like TripAdvisor and Yelp to add to your local digital presence and give your online-to-offline business a boost.
Ready to turn traffic into sales? Then schedule your demo of the BRIDGE Store Locator today.
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