Think back to the last time you bought a product in-store. Did you search online and research it first? I bet you did - and that makes you an ‘omnishopper’!
An omnishopper is someone who uses more than one retail channel when shopping. For example, they may research online and buy in-store, buy online and collect in-store, or research in-store and buy online.
Bricks-and-mortar stores should be harnessing the power of digital marketing to increase in-store visits.
Whether your website is a fun place to browse your range or an educational site with in-depth information about your products, it is integral for conversation and conversion.
Here are some tips on increasing website traffic and using the resulting website data to activate in-store sales.
Data is important. To understand buyer behaviour, you need the following metrics: look at what users bought or browsed, the devices they used to access the site, the times they visited, how they arrived on your page, and where they went next.
Drive traffic to your website
To generate traffic, you must have a compelling and attractive site encouraging people to do business with you. The site must be active, updated with high-quality content, and use search engine optimisation (SEO).
This means you have done keyword research and included these keywords on your page.
You've also ensured you’re listed on Google Business and any other industry-relevant directories, have active reviews and listings on social media, and use Google and Facebook for online advertising.
Once your users are on your site, capturing their data with an email sign-up form is helpful.
Encourage sign-ups with a special discount or offer, like a five per cent discount in your online store or a gift with a purchase.
If your email sign-up form is complicated to use or requires too many steps, users will not bother. Keep the process as simple and straightforward as possible.
Your email list will form part of your digital marketing efforts, so make it effortless for them to click through and provide information.
How to use data
Data is vital because it allows you to shape your actions based on your users’ behaviour.
You can follow users wherever they go on the web and tailor blogs, content, and campaigns using user data and conversions.
Let’s say you have looked at your data and found that shoppers aged between 25 and 34. You also learn that these shoppers are generally browsing your site from their mobile phones between 6 pm and 8 pm. This is very valuable information, and it should be used to shape your approach to marketing.
Perhaps these shoppers came to your website via an organic search term and looked at the home page and product page before clicking through to a blog article.
You would use this information to make sure your advertising exists between 6 pm and 8 pm. You would also ensure that mobile users were getting the ads and that you wrote more content similar to the blog they’re reading.
Include this new content on your site and a strong call to action to shop in-store for a special promotion. It’s just common sense. Break down your user data and use it to power your sales.
Content to mail out
Once you have a great database of email contacts, what do you send to get them off the couch and into your store?
One idea is to host a theme day or special event, such as an in-store flash sale, to encourage in-store shopping. Special in-store discounts are also effective.
You need to create a sense of urgency so consider sending an in-store coupon and allow 72 hours to redeem the discount.
You could also offer giveaways or upgrades exclusively to in-store shoppers to incentivise them to come in.
You want to do just enough to deliver more value and create engagement, but be careful to keep your promotions sporadic enough to ensure that people don’t come to expect deals like this all the time.
The methods discussed here are just some ways you can use your website to drive visitors to your store. The ideas are limitless, so go wild and use your imagination.
To achieve maximum success, you must consider your online channels — your website and social media platforms — as in-store promotional tools and internet shopping destinations.
That’s the real secret of omnichannel retailing.
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