In an era where e-commerce seems to be the ubiquitous answer to customer woes, it might surprise you to learn that more than 65% of shoppers still prefer to buy from physical stores than online.
Yet, with the rise of digital marketing, the objective is no longer just to funnel sales from click to cart, but to seamlessly interlink the online world with physical retail. That way, you can enrich the customer experience and drive meaningful foot traffic.
In this blog, we're discussing ten essential strategies to turn digital engagements into in-person sales, enticing your customers to not just "add to cart" but to "come on in!"
1. Smart Email Segmentation to Draw In Customers Where They Are
Email marketing, despite being one of the oldest digital strategies, remains a powerhouse in engagement of all kinds. To maximize its potential, segmentation is key.
By understanding the unique needs and shopping behaviors of different customer segments, you can send tailored messages that resonate and drive them to your store.
This could mean offering exclusive 'in-store only' discounts to loyal customers, or event invitations to be the first to see new arrivals.
For instance, a clothing brand could send separate emails to high-spend customers and those who've not made a purchase in six months, with the former getting an early access pass to a new collection and the latter receiving a reactivation offer to visit the store.
2. Virtual Events and Invitations that Create FOMO
Virtual events have also become a significant trend, and not only for B2B brands. By hosting online product launches, demonstrations, or even chat sessions with industry influencers, you can build anticipation and create a 'fear of missing out (FOMO)'.
Pair this with exclusive in-store perks for attendees, and you can convert digital attendees into physical visitors.
For example, a tech store could host a live demo of a new gadget, with attendees getting an early bird discount if they visit the store within 24 hours of the event.
3. Integrated Loyalty Programs that Incentivize In-Person Behavior
Loyalty programs should provide clear benefits for in-store visits.
Just think of this: a loyalty app could offer points for every online purchase, but a higher rate of points if the customer makes a purchase in-store. These points could then lead to exclusive discounts or free products when they return to the store.
IKEA, for instance, uses its Family Loyalty Program to offer points for in-store purchases, which can be redeemed on future buys, creating a cyclical visit pattern among its customer base.
4. Social Media Contests and Giveaways to Spark Interest
Contests and giveaways on social media are a surefire way to increase brand awareness and drive in-store visits. By encouraging user-generated content, such as sharing photos from your store or participating in challenges, you create an engaging community and amplify brand visibility.
An electronics retailer, for example, could host a contest for the 'best tech setup' in customers' homes, with the winner receiving a prize available for pickup only in-store.
5. Geolocation-Based Ads to Push Sponsored Content
Geolocation can be a powerful tool for driving foot traffic. By targeting ads at people who are in close proximity to your physical location, you can be hyper-relevant at the most opportune time.
Think of using Google Ads with location extensions to show distance to your store, or social media ads that pop up on feeds of people walking close by. A quick-service restaurant might use geofencing to hit people within a certain area with ads for a limited-time offer, prompting a visit.
6. Personalized Mobile Offers that Lure Customers In
Personalization is expected in today's digital landscape, and mobile offers are no exception. Retailers can use customers' digital behavior to send personalized in-store offers to their mobile devices, like a flash deal on a product they've previously shown interest in online.
A bookstore chain might push an offer for 30% off the next book in a series a customer just bought for pre-order, but only if they collect it in-store on the day of release.
7. Leverage AR for a Virtual Try-On Storefront
Augmented reality (AR) can bridge the gap between digital and in-store experiences like never before. By offering a virtual ‘try-on’ for products, like clothes or makeup, on your website or app, you can invite customers to have a taste of the in-store experience wherever they are.
High-end beauty brands, for example, now allow users to 'see' how makeup looks on their face using AR in their mobile app or website, then direct them to the nearest store to make the purchase.
8. Influencer Collaborations to Drive Store Traffic
Influencer marketing is all about creating trust and inspiring action.
By collaborating with influencers who reflect your brand's image, you can extend their authority and reach to promote in-store experiences.
An outdoor gear retailer might work with a popular adventure influencer who then hosts in-store workshops or meet-and-greets, attracting their followers to come see them in person.
9. Mobile-First Approach to Direct Online Customers to Your Store
With mobile usage overtaking desktop, a mobile-first strategy is no longer optional. Optimize your website for mobile browsing, making it easy for customers to find your store locations, operating hours, and product availability in their nearest outlet.
Some retail brands take this further with mobile apps, using push notifications to inform nearby shoppers of exclusive in-store discounts or flash sales, encouraging an immediate visit.
10. Monthly In-Store Events that Build a Customer Community
Creating a sense of community around your brand can build loyalty and drive repeat visits. By hosting regular in-store events - be it workshops, product demonstrations, or themed shopping nights - you turn your store into a destination.
For example, a home goods store could host a monthly DIY workshop on creating trendy wall art, which not only attracts customers but offers them a value-adding experience they can't get online.
11. Leverage Local SEO to Attract Nearby Shoppers
Optimizing your online presence for local search is crucial in driving foot traffic to your physical stores. Make sure your business is listed on Google My Business and consistently manage your local listings across various platforms to improve visibility in local search queries.
Tailoring your SEO strategy with location-specific keywords can also help attract shoppers who are searching for products or services near them.
12. Integrate Online and Offline Customer Experiences With Omnichannel Marketing
Adopt an omnichannel marketing strategy to provide a seamless customer experience, whether online or in-store. For example, customers can order a product online and pick it up in-store. By integrating offline experiences with online convenience, you not only drive foot traffic but also enhance customer satisfaction and loyalty.
In doing this, though, just make sure your marketing communications are consistent across all channels, and offer personalized experiences based on customer behavior and preferences.
The Takeaway
Digital marketing is an incredibly versatile tool, and with the right blend of creativity and data-driven strategy, it can breathe new life into the retail industry. By focusing on the relationship between your online presence and your physical stores, you affirm that the customer experience is at the heart of your business model.
In the coming decade, brands that master these strategies will be the ones to watch. They won't just survive in the digital age - they will thrive by leveraging its boundless opportunities to bring people back into their stores.
After all, there's no contesting that the touch, feel, and in-person relationship are irreplaceable aspects of retail - strategies to link to this ethos are strategies that won't collect dust. They'll draw crowds.
Unlock the full potential of your retail business with Kinetic319's cutting-edge digital marketing solutions. Transform your online presence into a dynamic force that drives foot traffic to your stores, builds a loyal customer community, and amplifies your sales.
Don't let the digital age leave you behind. Contact Kinetic319 today, and together, we'll craft a custom strategy that places your brand at the forefront of the retail industry