It’s not surprising news that brick and mortar locations around the country are in trouble, with many closing doors because they are failing to attract and keep customers. Retail owners should not despair, however, and focus on creating a plan to attain brand loyalty and increase sales. The best way to achieve this goal is to create a personalized customer experience inside the store.
“With customers changing quickly and expecting retailers to know their needs and habits and provide them with personalized offers and experiences, the question for retailers isn’t whether they need to change — it’s ‘Where to start?’” states PricewaterhouseCooper’s (PwC’s) report.
If the process of creating a personalized experience for your shoppers sounds unattainable, take it one step at a time. Incorporate the following tips in your operations to increase your customer base and maximize profits.
Build a Website
Customers are making their opinions heard, and they are no longer interested in stopping by a store, purchasing an item and leaving. They want a connection with a brand instead of a simple transaction. Business owners can achieve this by infusing the shopper’s experience with the digital element. This is especially important as “modern consumers don’t differentiate shopping on a brand’s ecommerce site versus their store — they want a cohesive experience no matter where they engage a retailer,” another source comments.
To start, create a user-friendly website that will allow customers to view and interact with your products or services, even if you don’t introduce an e-commerce option on the site. A website is useful to engage with your users via newsletter signups, product descriptions and recommendations.
Create a mobile-friendly website or an app that will allow your shoppers a cross-channel experience where they can view an item online and purchase it in the store, and vice versa.
Utilize Social Media
When it comes to creating meaningful connections, social media is the most important tactic to engage your audience. PwC’s report found that 40% of individuals surveyed reported being swayed by social media content, and 84% of people aged 18-24 based their shopping habits on it.
Make your presence known on social media platforms, such as Facebook, Pinterest, Instagram, Snapchat, etc. If you don’t have the time to devote to all of the sites, select the ones most utilized by your specific audience.
Increase your social media reach by paying for campaigns or working with influencers in the space, such as bloggers with a heavy following who can help to spread the word about your brand.
Shoppers are overwhelmed by the mass amount of product ads they are bombarded with every day. Most of them don’t have the time to research the best options, which is why individuals stay loyal to businesses that help make their shopping decisions easy.
Brands that are thriving are not simply selling products, they are curating them. They track their customers shopping habits, and recommend items that are right for them.
Amazon is a perfect example of a retailer that is getting the curation process right. They recommend products based on the shoppers’ searches, which allows them to upsell before the customers checks out. This strategy is so successful that it accounts for 35% of their revenue.
Utilize the same tactic to train employees to remember repeat customers, notate their favorite products and specific needs, and make recommendations based on that.
Source: Business 2 Community