Online sales continue to climb, but that hardly has retail experts heralding the end of the brick-and-mortar storefront. Physical stores continue to drive customer conversion rates, because they offer consumers a valuable shopping experience, the ability to touch and feel products and the opportunity to leave the store with an item in hand.
The true value of brick-and-mortar can be seen in the fact that many of the most successful e-commerce companies have gone on to open physical stores, showing that there is a place for both channels in running a successful business. Even Amazon is launching a storefront in Manhattan.
“As this has evolved into an omni-channel story,” Nasdaq’s retail analyst Calvin Silva told Forbes Magazine, “we’re now starting to see the biggest winners are those companies that have a productive brick-and-mortar footprint. They’re able to drive conversion, which is the instant gratification aspect.”
Here are three of the ways retailers have used the advantages of brick-and-mortar to drive in-store purchases:
- Create attractive displays: Arrange products in beautiful visual displays that will engage a customer’s eye and encourage interaction with the product.
- Make your store environment: Create a calm, relaxing and lovely store atmosphere so that consumers enjoy the process of browsing.
- Offer customer service: Customer service is one of the biggest motivators customers have for shopping in-store rather than online. The presence of helpful, knowledgeable and polite sales associates can make all the difference.
Make sure you’re using a point of sale and inventory system that integrates your website with your brick-and-mortar transactions. This way you’ll always know what items you have in stock, and you can provide your customers with a truly omni-channel experience.