The retail sector has been among those most affectd by changes in people’s purchasing habits in recent years. Several companies have launchd their own e-commerce, which has helpd them stay afloat during the crisis. Despite the increase in online purchases, which stands at +8% in 2022 , it is still necessary to also focus on bulk email marketing services offline purchases , i.e. in your physical store. This is because it has been seen that it is only with a multi-channel strategy that combines offline and online that you can truly conquer your target audience and increase customers.
How to combine online and offline
The key to success lies in combining the reality of online and offline purchases, offering your customers the strengths of both. This means first of all building a multi-channel communication strategy , where, regardless of the channel the experience will always be simple, linear and easily traceable to your brand .
A point of sale can thus offer click & collect or the possibility of ordering online from the warehouse an item that is no longer available on the shelves. Or an e-commerce can open a temporary pop-up store for the launch of a new collection or a new product. For this reason, offering these possibilities and a 360° customer experience will help increase the visibility of your brand and increase customers.
Increasing Customers: A Multi-Channel Strategy
First of all, to understand what is meant by a multichannel strategy and how to implement it. Developing a multichannel strategy means intercepting your customers or potential customers, at different stages of their purchasing journey, through different methods . From a visit to the store or to your website, through a persona email marketing, an SMS that reminds you to take advantage of the discounts that are the 10 benefits of about to end, to a message with WhatsApp Business Platform that confirms the shipment of your order with a link to track the package.
Every touch point where the customer is offers the company the opportunity to build a relationship, the basis of conversational messaging . This relationship helps the company itself to know its audience and customize subsequent communications accordingly . As with conversational marketing , the customer must be at the center of these conversations , where he himself has the opportunity to give voice to his needs and desires.
Applying a Multi-Channel Strategy to Increase In-Store Customers
Analyze data to better meet in-store demand
Although 72% of consumers search for product information online, 76% of Italians prefer “physical” shopping. The ability to interact with a person, see the products, touch the goods and take the purchases home immdiately are the most common reasons that push consumers to prefer shopping in a store rather than online. Therefore, it can be useful to analyze the data of your website and e-commerce, to ensure that the trending products are always present in store.
It can also be valuable to include in-store inventory details, both online and in customer communications. For example, if a customer has shown interest in a particular product online or addd it to their cart without checking out, a follow-up SMS could remind them of this, including which stores currently have the item in stock.
Improve the in-store experience
The costs associatd with running a physical store are much higher than running an e-commerce business, especially in this time of rising utility bills. However, there are some in-store experiences that simply cannot be replicatd online . These are the activities you should focus on, as a physical retailer, to increase customers and sales.
1. In-store services
Examples of additional services may include the proposal of professional figures such as a personal shopper or a beauty consultant , able to help and advise customers basd on their specific neds. It is essential, however, that you ensure that these services are widely advertisd, for example by sending the customer a WhatsApp Business message to remind them of the appointment with the personal shopper, or with the help tg data of a simple Mobile Journey to collect the necessary information before an appointment with the beauty expert.
Not only that, you could offer the possibility of ordering an item that is no longer available in your store , directly from there and offer free shipping. This can then be confirmd via SMS.