The pandemic-infused, sudden growth of eCommerce brought intense and fierce competition to brick-and-mortar shops, with giants like Amazon accounting for nearly 20% of all retail purchases. Now this might seem like physical retail is seriously threatened but do not be alarmed, because, thankfully, customer behavior never ceases to amaze. Despite the preference for the digital, 55% of online shoppers remain strong advocates of classic stores, as they can directly interact with a product. Traditional retail practices seem to be returning to their former glory as social distancing restrictions diminish. Customers will always appreciate the benefits of some old-school shopping, like the instant purchase, the avoidance of shipping costs, or the reassurance of an item’s quality check.
This shows that experiencing firsthand a brand’s culture on a personal level is still relevant in the digital age and constitutes a factor that defines shopping habits. Physical stores can leverage this tension and use various brick-and-mortar marketing strategies to effectively nurture customer loyalty. Combining emerging digital trends with a strong physical value proposition is a sure way to stay ahead of the competition and an omnichannel strategy is imperative to achieve higher revenue in the long term.
What is brick-and-mortar marketing?
Brick-and-mortar marketing is a marketing strategy for a business with a physical location. The goal is to draw customers and increase foot traffic into a business’s storefront with offers, promotions, signage, rewards programs, events, etc. As more customers venture online to look up products, services, and stores, brick-and-mortar businesses have to adapt to include more digital marketing strategies.
What is the difference between brick-and-mortar and click-and-mortar?
Click-and-mortar (also known as “bricks-and-clicks”) is the embodiment of an omnichannel marketing strategy. Businesses invest in a presence that is both physical and online, creating twice the opportunity for customer engagement and exposure. With click-and-mortar marketing strategies, customers can complete actions online and enjoy the advantages of a physical store at the same time.
A customer may go online to purchase an item (the click), and then they would pick it up at a brick-and-mortar location (the mortar). As a result, click-and-mortar marketing efforts have access to a wider market, provide more services to their customers and increase the number of tools at their disposal.
Brick-and-mortar strategies to increase retail stores’ revenue
Fortunately, brick-and-mortar business marketing encompasses strategies that can be adjusted to meet any businesses’ needs. Following, we present you with some very effective brick-and-mortar marketing strategies to get inspired and implement.
Brick-and-mortar Strategy #1: Optimize the in-store customer experience
89% of customers surveyed in a Salesforce report stated that a positive customer service experience would motivate them to make another purchase at the same store. Providing exceptional CX can look like the following.
- Extensive training and reviews for employees on providing excellent customer service.
- Great store allocation for easy navigation by customers.
- Attention to neatness and cleanliness in all areas of the store. Moreover, this strategy can be enriched with a strict exercise of COVID-19 safety regulations.
- Exclusive in-store offers on products or services that can be marketed online as well.
- The use of up-to-date checkout technology to move along the lines.
- Rigorous inventory control to provide product availability that is accurate for online shoppers.
Brick-and-mortar Strategy #2: Invest in an omnichannel customer engagement plan to maximize assisted conversions
A well-developed omnichannel customer engagement plan will aid your business to achieve higher conversions, reaching potential customers at valuable touchpoints across the entire customer lifecycle.
- Advertorials on proper mediums for your store.
- Google Ads.
- Social media ads.
- Affiliate programs/banner display.
Brick-and-mortar Strategy #3: Reflect your brand’s core values through your customer experience
Providing an outstanding customer experience leads to the probability of more sales and gives brands a chance to communicate their values and purpose. A brand’s values drive its decision-making process, performance, and character, all of which factor into customer loyalty. In fact, 77% of customers would prefer buying from a brand whose values align with theirs. As such, brands should reflect on their company values and answer the question of how to convert these values into an optimal, tangible customer experience.
For instance, the cosmetic brand Rituals assists customers with their search for relaxation and inner peace by offering tea to customers as they enter the store. They also allocate space for customers to relax and enjoy their shopping experience, perfectly reflecting the company’s mission. Brands can take this strategy and translate it into one that works for their store, creating an environment that is most conducive to enhancing CX.
Brick-and-mortar Strategy #4: Enhance in-store shopping experience with next-gen QR codes
According to Pew Research Center, 85% of Americans own a smartphone as of the beginning of 2021, and 15% do not own any other internet-capable devices. Businesses need to optimize their mobile shopping experience with responsive designs to keep up with marketing trends. QR codes are a prominent part of brick-and-mortar marketing because they deliver an innovative, cross-channel experience.
Similarly, ContactPigeon’s 2Way QR Codes feature utilizes customer profiles when they scan a QR code in-store, creating a new profile for each unique scan. Afterward, the customer receives in-depth information on products, has access to signup offers, and reminders on promotions. Simultaneously, a business gains invaluable data and analytics for each customer for future QR code engagements.
Brick-and-mortar Strategy #5: Conduct in-store events
In-store events attract potential customers by offering experiences and benefits brands by increasing exposure. Additionally, when a customer interacts with a brand’s products in-store, they are more likely to purchase. Considering some of these useful ideas for your brick-and-mortar store will prove effective for your marketing efforts.
- Grand opening or grand re-opening
- Celebrating an anniversary or other milestone
- Launching a new product or product line
- Offering workshops or classes on a particular product or service
- Hosting social events like community meet-and-greets or professional networking
Brick-and-mortar Strategy #6: Host events from local communities
Develop a strong relationship with the surrounding community, and visibility will translate into a positive brand presence that drives up revenue. It is important for businesses to strengthen their local relations by hosting collaborative events at their brick-and-mortar location.
They can partner with companies or non-profit organizations nearby that complement their own brand, embracing a purposeful environmental or social cause in the process. Working with a local non-profit on a charity or volunteer event indicates that a business is invested in truly bettering its community, and make a positive change by leading by example.
Brick-and-mortar Strategy #7: Give away branded store equipment and merch
Giving away branded merchandise expands brand recognition, generates leads, and increases CLV. Due to the customers’ predisposition to develop a positive connection with the brand and associate it with generosity, receiving free items is always a welcome marketing strategy. A brick-and-mortar brand that delivers high-quality merch makes a lasting impression that extends beyond a single customer with word-of-mouth advertising. Popular branded merchandising items that can be used for your campaign include.
- Reusable branded shopping bags
- Wearables, such as hats, t-shirts, sunglasses, etc.
- Water bottles
- Pens with an interesting feature, like a pull-out list or a stylus point
- Small goodie bags for kids with a mix of branded treats
Brick-and-mortar Strategy #8: Setup omnichannel automated campaigns for your customers
Businesses achieve a higher ROI with retargeting campaigns. By focusing on interested customers, keeping their brand at the forefront of customers’ minds, and decreasing expenses on drawing in new customers, a brand retargets local customers. Following, you can identify some definitive retargeting strategies for brick-and-mortar.
- Using influencers
- Placing discovery Ads
- Sending time-sensitive emails and texts
Brick-and-mortar Strategy #9: Use Digital Signages to implement in-store remarketing strategies
One of the more pivotal brick-and-mortar marketing strategies is using digital signages. They provide customers with essential store information like hours, pricing, and current sales or promotions. Digital signage also has the capability of an ideal remarketing technique.
For instance, a customer may visit a store to browse products with no intention of purchasing. To retarget this customer, digital signage would announce any events, sales, product launches, rewards programs, etc., that would inspire the customer to either buy something then or return to the store at a later date.
Brick-and-mortar Strategy #10: Optimize local search to attract local customers
Brick-and-mortar businesses should prioritize marketing strategies that cater to local audiences to attract customers to their physical location. Optimizing local search so that a brand appears as a top suggestion for nearby customers is a key tactic. Through trial and error, implement the following marketing strategies and test if these solutions are suitable for your establishment.
- List on Facebook locations
- List in local directories
- Use NAP citations — name, address, and phone number
- Feature local customer reviews
- Optimize for local search term SEO
Brick-and-mortar Strategy #11: Leverage AR and VR solutions
Augmented and virtual reality technology has been a brick-and-mortar digital marketing focal point for big brands because it provides an unparalleled personalization service. One notable example is Ikea’s “Ikea Place” application for smartphones.
The app allows the customer to see a piece of furniture in their own home before purchasing. Customers can change furniture pieces, as well as color and size until they find what they want. The app’s AI prompts a purchase with in-store pickup or delivery, streamlining the customer test to purchase experience. As technology evolves, AR and VR solutions provide a great option for brick-and-mortar brands.
Brick-and-mortar Strategy #12: Utilize the social media advantage
Social media marketing strategies increase a brand’s foot traffic, word-of-mouth advertising, and recognition. A business’s ability to manage customer relationships is transparent on social media with an active engagement. Maximize your digital footprint with the following tips for more exposure.
- Focusing primarily on two to three social media channels
- Using a unique and consistent brand voice while interacting with customers
- Hosting contests, giveaways, and sweepstakes to promote brand products or services
- Creating a variety of distinctive, brand-related content
Brick-and-mortar Strategy #13: Segment for greater conversions
A successful campaign segments contacts on a specific set of criteria to encourage customer engagement. Identify which of the following criteria are most important in determining your primary customer base, then market accordingly.
- Geographic area
- Past purchases
- New subscribers
- Consumer behavior (i.e., pages clicked)
Brick-and-mortar Strategy #14: Scale checkout points for smoother transactions
A brick-and-mortar checkout point is an important part of the shopper’s experience — long waits, lines, and checkouts will cause a customer to leave merchandise and find a different store. Unfriendly or unhelpful associates at the checkout will ensure a customer does not return as well. Customers will come back to a place where their checkout process was quick, easy, and pleasant. You can incorporate solutions such as these to improve customer retention rates.
- Contactless pay
- Mobile POS
- In-app payment
- Self-checkout kiosks
Brick-and-mortar Strategy #15: Distribute coupons on appropriate channels
Coupons and similar discount offerings are incredibly attractive to consumers, though the delivery methods have shifted to meet online demand. Below we present you with the most credible store apps and third-party websites for vouchers.
- Living Social
Brick-and-mortar Strategy #16: Implement a customer loyalty program
Customer loyalty programs encourage CLV by offering financial incentives and deepening customer relations. Moreover, these loyalty programs appeal to cross-generational demographics by proposing a physical punch card, an app, and/or a QR code. It remains one of the best ways to build a strong customer connection to any brand.
Brick-and-mortar Strategy #17: Emphasize ease of use in the physical experience
One of the largest perks of shopping online is how easy it is to complete a purchase. However, it has notable pain points that give brick-and-mortar businesses an advantage. Some of the more prominent online shopping grievances include long delivery times, incorrect or missing orders, slow customer support, damaged or mishandled packaging, and lack of personalization. Brick-and-mortar businesses can address these and emphasize their edge with marketing services like free in-store and curbside pick-up, on-site customer service and personalization efforts, and longer-lasting return policies.
Brick-and-mortar Strategy #18: Incorporate effective grassroots marketing strategies
Grassroots marketing strategies are still effective in the modern age for targeting a niche. Passing out flyers, handing out samples, or advertising door-to-door will leave a lasting impression on customers. It will also help to reach the small percentage of consumers who either do not use the internet for shopping or avoid it completely.
Brick-and-mortar Strategy #19: Consolidate experiential marketing
Experiential marketing is the perfect way to create an immersive, memorable experience for your customers and bolster brand loyalty. Your audience will interact directly with your business, participate in custom-made activities, and truly grasp what your brand stands for. The benefits for your company will be even greater as you will be able to collect accurate data faster, meaningfully engage your customers and nourish an everlasting relationship.
Brick-and-mortar Strategy #20: Create compelling digital content
Your digital presence will surely affect your store’s physical traffic, so you have to be really attentive to your digital content. Content can be translated into multiple ways, from creating productive collaborations with Instagram influencers, to encouraging your customers to upload user-generated content, to investing in a blog with a specific theme. Market research is always paramount, as it will aid you to identify your target audience’s preferences or acknowledge the strengths and weaknesses of your competition.
Going omnichannel is the secret (to success)
Marketing for brick-and-mortar must have one imperative component: delivering an exceptional in-store customer experience. The use of omnichannel marketing strategies will surely provide experiences for customers of all types and shopping habits across the entire conversion funnel. Do not forget that businesses should be mindful of brand voice and how it translates across every platform and means, with brand presence exhibiting the same concise tone in-store as it does online.
Of course, every retailer and store has different needs but the delivery of unforgettable services is a key element if you wish to see the desired results in your balance sheets. Aligning your online presence with your physical storefront is imperative for converting new customers into loyal members of your brand. ContactPigeon’s omnichannel marketing automation features are tailored for the retail industry and trusted by famous brands all over the EU.
As one of the few leading 360 omnichannel customer engagement platforms, our customer-centric approach is the cornerstone of our culture. To begin reaping the benefits of an outstanding tailor-made, brick-and-mortar marketing strategy, book a free demo or consultation, and our skilled agents will address all your inquiries.
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