Blog Article
Your customers are everywhere—and so are you!
“Search online, buy offline” is more popular than “search offline, buy online.” Nevertheless, both trends demonstrate that omnichannel strategies are essential for successful retail—and especially for local stores.“Search online, buy offline” is more popular than “search offline, buy online.” Nevertheless, both trends demonstrate that omnichannel strategies are indispensable for successful retail—and especially for local stores.
Customers use all channels for a successful shopping experience
Brick-and-mortar retail is and remains popular, even if it has to adapt to digital channels. Anyone who previously hoped to operate their business exclusively locally is mistaken: Every store belongs in the online world, because that’s where customers are—where they research, exchange information, and make recommendations. Competing with all-powerful rivals like Amazon & Co. isn’t necessary; what matters most is being visible online and satisfying your customers.
Studies from this year and last year have shown that purchasing behavior differs from what many had assumed. Brick-and-mortar retail is neither clearly on a downward trajectory, nor are online shops able to dominate the market[1][2].
In 2015, 87% of all purchasing processes began online and were completed offline: The well-informed customer first searches for products on the internet, researches additional facts, and compares prices. Then, however, they go to local stores, try things out—and make a purchase.
Combining the advantages of the store with those of the internet
The reasons for this purchasing strategy are, quite literally, obvious: see, touch, try out. Especially when the brick-and-mortar retailer offers a professional appearance, competent service, and personal contact, customers enjoy benefits they cannot get online. Additionally, products are immediately available in-store and can be taken home right away.
At the same time, though less frequently, customers follow the reverse strategy: they use the tactile advantages of brick-and-mortar retail to try things out, but then make their purchase online. This is primarily the case with household and tech goods as well as fashion items. 65% of all customers have already done this, though only 11% do so regularly[1].
For locally based retail and service businesses, both findings represent good news: With a clever mix of channels and content, concrete opportunities for a profitable communication and sales strategy can emerge.
There at the right micro-moment: From smartphone to local store
Even—and especially—as a brick-and-mortar retailer, you can successfully leverage this ubiquitous behavior. Potential customers are increasingly reaching for their smartphones to act on an impulse and search for something. These micro-moments accompany us throughout our daily lives—and you should be digitally present for every one of them:
The mostly general search terms, such as “dress” or “Brand XY,” are broken down by search engines—typically Google—into regional search results. If the customer doesn’t find you here within a few seconds, you will no longer be considered as a potential provider. In Germany, 50–60% of such “decision-making” now takes place via mobile devices[3].
These impulses need to be translated into (purchasing) action as quickly as possible. When potential customers recognize local availability, they generally prefer this option over other possibilities.
It’s no coincidence that Media Markt and Saturn are now doing well with their online/offline strategy. And even though no one would have expected it a few years ago: Amazon is going offline, having opened its first brick-and-mortar store in Seattle back in 2015 and planning up to 400 more stores.
Be visible across all channels—quickly, easily, and invitingly
The key to your omnichannel strategy is that you and your offerings are consistently and easily discoverable across all channels: Customers must be constantly reminded of you. Furthermore, every step toward you and within your store must be simple—and I mean really simple:
Your customers must be able to fully view the desired service or product, receive all information clearly, and contact you or place an order almost effortlessly. Long loading times, cumbersome data entry, phone numbers to type in, and too many browser windows will cause users to leave immediately.
Which channels you can use and how to be found there
To be found, you first need to figure out what your customers are really looking for—and how they do it. After all, it’s about capturing the micro-moment and then being there with relevant content, immediately and online. What keywords are being searched for, what questions are being asked, and what benefits are expected?
Your digital presence can take the form of a traditional website, a Facebook fan page, and/or a separate mobile app. Ideally, your customized solution should feature numerous connections between these channels and save you the hassle of extensive content maintenance.
Inour latest blog post, we also highlighted the advantages of an app as a direct and accessible touchpoint and how this can be implemented, using a concrete example.
In retail, visually driven networks like Instagram and Pinterest can also be of interest. This allows you to effectively distribute images of your products and create important first impressions. It’s also worth noting that you can consider creating your own listings on Amazon or Google Shopping.
Smart communication, up-to-date content, and user-friendly navigation—that’s what makes omnichannel work
Just as crucial as being found is staying in touch: your communication should be characterized by being fast, straightforward, authentic, and informative. The customer must enjoy communicating with you, be presented with all current products and interesting news, require minimal effort, and have the opportunity to provide feedback.
All your digital touchpoints must also load quickly and be immediately usable without complicated or time-consuming installations. If they aren’t, you’ll lose valuable visitors and potential customers in a very short time—and never see them again.
Another advantage of your digital touchpoints: Your channels are accessible via a link and can therefore be shared quickly and easily. This opens the door to lasting recommendations that are carried by satisfied users deep into the complex social networks.
Neither billboards in the city nor banners online, let alone the good old “Yellow Pages,” can offer you all of this!
Tell us how your customers are now finding you more easily online and share your new communication and sales experiences! What have been your experiences? Where do you see further potential for your business, and where do you still have unanswered questions? We look forward to hearing from you!
[1] DigitasLBI, Connected Commerce 2015:http://www.digitaslbi.com/de/presse/deutsch/kaufverhalten-einzelhandel/
[2] EHI Retail Institute, How Online Retail Boosts Brick-and-Mortar Stores:https://www.ehi.org/de/pressemitteilungen/wie-der-onlinehandel-stationaere-laeden-befluegelt/
[3] Google Inside AdWords:https://adwords.googleblog.com/2015/05/building-for-next-moment.html