In this post, we’ll talk about the ways that retailers can compete with online merchants. We’ll discuss the advantages you bring the table, as well as the various sales, pricing, and product strategies you can implement to attract and convert customers.
Let’s dive in.
Emphasize speed and convenience
Online shoppers almost always have to wait at least a couple of days for their purchases to arrive (or pay handsomely for overnight shipping).
As a brick-and-mortar merchant, you can use this to your advantage by highlighting your ability to provide instant gratification to customers. When communicating with shoppers, emphasise the fact that they can walk out of your store with their items instead of having to wait or pay for shipping.
When selling speed and convenience, the best people to market to are those who are right in your neighborhood–you know, those who are just a few minutes away from your store. Deborah Sweeney, CEO at MyCorporation.com, advises retailers to put themselves in front of local customers.“Brick and mortar stores in smaller cities and towns still have convenience on their side. Remember that even with Amazon Prime, free shipping still takes two days,” she says.
“Make yourself a visible, local presence both in real life and online. That means using whatever traditional marketing tactics work to ensure people locally know about your company and updating your online presence so customers can easily find your store during the research phase of the purchase process.”
If your store is in a mall, work with your landlord
You and your landlord want the same thing: more foot traffic. If you haven’t done so yet, work with them to bring in shoppers to your location.
Consider the case of Nebraska Crossing Outlets (NEX), a shopping center that sits between Omaha and Lincoln. The population in the area was only 6,000 in 2013, and the location isn’t very accessible — shoppers had to drive an hour or more just to get there.
Yet the outlet centre is thriving. The NRF reports that “since its opening, NEX has surpassed expectations in virtually every way. In its first year, the mall saw $140 million in sales…[and] A $15 million expansion that will add 70,500 square feet of retail space is already underway.”
One of the reasons for its success is that NEX is always communicating with its stores to understand each retailer’s strategy, and it collaborates with them to come up with promotions and tactics that would drive customers to the location.
For example, when Kate Spade was running behind its monthly sales goal, the store manager asked NEX’s marketing director for help. NEX took immediate steps to assist Kate Spade and within minutes, they put up an offer on the mall’s Facebook page and its mobile app.
The result? According to the NRF, “By the time the store closed, it had done an additional $12,000 in business, blowing well beyond its monthly sales goal. Customers told store employees they’d seen the promotion on social media and the app, and it had been their reason for coming in.”
Another mall that’s doing a good job working with stores is Paseo Colorado in Pasadena, CA. Every month, the shopping center puts the spotlight on a particular store and markets the shop through signage and by promoting special offers and events.
Personalise customer interactions
Ecommerce sites may have the ability to serve up personalised recommendations, but nothing beats the personal touch that real live store associates can provide. This is why it’s more important than ever to invest in your workforce. Hire the right people and see to it that they provide top notch customer service. Train them to remember loyal patrons and to tailor their approach to each shopper.
You can also introduce in-store services that online merchants can’t match. Product curation and personal styling services, are some of the things you could offer. Sara Weinreb, the founder of apparel store IMBY, makes it a point to connect better with shoppers through excellent–and personal–customer service.
“When people shop at my store, I can help them define their personal style, find items that match their budget and needs, and provide them with excellent customer service. Options like this just are not available on Amazon, where it’s your job to sort through the thousands of relevant items for each of your searches.”
Web designer and brand strategist Sandra Scaiano is doing something similar with one of her clients. “I’m working with this client to create a strategy where the store can inform their customers that they do things like measures your child’s foot. This is a service that needs to be done regularly to ensure proper fit. Ordering two pairs of shoes online for every child so you get the right fit, really is a nuisance.”
“I think these types of personalised service are just the things that retailers need to focus on to keep dollars local and their business growing,” she adds.
Go beyond commodities
Stock up on merchandise that customers won’t find anywhere else. As Victor Wong, CEO of PaperG said in this Quora thread, “anything that can be traced to an ISBN or SKU number is mass produced, mass marketed, and mass discounted. Local retailers need to focus on stocking more locally produced items or uniquely distributed ones, so they aren’t competing on price directly.”
One thing you could do is create your own merchandise. Perhaps you could introduce unique designs or flavours.
Check out what fashion boutique Covet is doing. It’s owner, Adrienne Wiley, designs the jewelry that her store carries. In doing so, she can sell unique items that shoppers won’t find anywhere else.
Be flexible with payments
Stores that are flexible with payments can lure customers away from online sites. AJ Saleem, Academic Director at Suprex Private Tutoring, says that Best Buy’s credit card, which lets him pay off his balance over 18 months interest-free, is one of the reasons he chooses to shop the store rather than Amazon. “As a startup owner, this is extremely beneficial because cash flow is limited for a startup company,” he continues.
Now, this doesn’t mean you should start offering credit cards to your customers. However, you may want to consider being more flexible with payments. If it makes sense for your business, why not look into partial payments, split payments, and layaways? Giving shoppers more options for how they pay could be just the thing that sets you apart from your competitors.
Be competitive with pricing
While price matching is a common tactic that brick-and-mortar stores use to convert customers who’d otherwise shop online, it can also kill your profits. That’s why you need to be more creative when pricing products and crafting promotions.
Work with your vendors
One thing you could do is to work closely with your vendors and see if you can lower your cost of goods. Would you be able to purchase materials for less if you meet a certain quantity threshold? Perhaps there are middlemen or administrative costs that you can eliminate from the process.
Another option would be to consolidate orders for other items or with other buyers. Walmart did something similar a few years back when it sought other buying partners to lower its cost of goods.
You wouldn’t want to give too big of a discount to a shopper who would purchase an item at a higher rate. So rather than offering blanket discounts, segment your buyers and send them tailored promotions based on their shopping behavior.
Finally, recognise that you also need to have an ecommerce presence. The reality is, people are shopping online. Not having a digital storefront means you’re missing out on a lot of potential customers.
The good news is, creating an online store is easier than ever. Many cloud-based solutions provide templates, drag-and-drop interfaces, and other tools to make it incredibly simple to set up an ecommerce site.
When setting up your online store, be sure to integrate it with your brick-and-mortar locations. Select a solution that syncs inventory and customer data across multiple channels so you can view, update, and manage your online and offline stores without having to deal with double entries or discrepancies.
Keeping your store data in sync also paves the way for omnichannel services such as click-and-collect, which not only adds convenience to the shopping experience but also drives traffic to your physical stores.
Francesca Nicasio is a retail expert and blogger for Vend, an iPad-based point-of-sale software that helps merchants manage and grow their business. This was republished from Vend's blog.