It has been 4 years since what we can consider an unprecedented challenge for owners of physical stores around the world, forced to reinvent themselves to survive in a context of forced closures and restrictions. During that period, many introduced digital to continue their business, adopting innovative strategies to maintain contact with their customers. Today, in which we now see digital consolidating in almost every product sector and sometimes taking over from purchases in physical stores. The objective is twofold: to strengthen the acquired online presence. And encourage consumers to return to physical stores, exploiting the potential of drive to store. This article explores the latest trends and strategies to harmonize. The digital and physical presence of retailers, maximizing the benefits of both channels.
Online or in-store purchases: a synergic coexistence
Bringing the sale of their products online has made entrepreneurs more aware. They could finally reach a huge audience, which they would never have engaged with just a physical store, and the public that previously went physically to the store could continue to purchase products comfortably from home.
Despite the exponential growth of e-commerce, however, purchases in physical stores maintain a crucial role in the retail landscape. The key to success lies in offering an integrated shopping experience, which combines the best of both worlds. Drive to store, or the ability to transform online interest into physical purchases, thus becomes a strategic pillar for retailers.
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Drive to Store: strategies and useful tips for 2024
In this article we want to lead you to consider the concept of drive to store in a broad way, evaluating not only “pure” operational strategies to start integrating it into your digital project, but also allowing you to consider the metrics that should be carefully evaluated or even digital marketing activities that enhance this type of strategy.
1. Drive to store strategy based on omnichannel and personalization
The integration between online and offline channels should be seamless. Offering a personalized experience based on the customer’s preferences and purchasing behavior, in fact, could be a great strategy. Using metrics and insights to personalize offers and communications can significantly increase the probability of converting online interest into in-store visits.
But let’s get down to business and bring a hypothetical case study.
Objective: Increase in-store traffic of the clothing store through a personalized omnichannel strategy, while improving the online and offline shopping experience.
Phase 1 – Data collection and audience segmentation
A good idea could be to use the data collected from the website, mobile app and physical stores to create audience segments based on style preferences, purchase history and browsing behavior. Or, identify the most loyal customers and those who have shown interest in specific product categories but have not completed the purchase.
Phase 2 – Personalizing the online experience
We know it well by now: the customer местный список рассылки b2b wants to feel at the center of attention, pampered and understood. Sending personalized emails based on the various audience segments, with exclusive invitations to in-store events for the launch of new collections or private shopping sessions with fashion consultants, can bring the user to a new level of perception of their exclusivity.
Even the activation of local campaigns with specific in-store objectives can create a personalized and traceable shopping experience: think of coupons that can only be used in the store.
Phase 3 – Mobile App Integration
A mobile app could bhb directory be a truly significant turning point for a brand that has achieved a certain level of notoriety and traffic. Developing features in the mobile app that allow customers to feel closer to the brand and encouraged to visit the physical store is essential. For example: receiving notifications when a product is available in the nearest store.
Implement geolocalized push notifications to inform customers about exclusive offers or in-store events as soon as they are in the vicinity of a store.
Phase 4 – Personalized in-store experience
Personalized in-store experiences can really make a difference. An example is the installation of interactive totems – better known as digital signage – in stores that allow customers to browse the entire online catalog, check the availability of products in store and request assistance to try them.
Phase 5: Feedback and continuous improvement
After the visit to the store, sending a satisfaction survey via email or via mobile app, incentivizing feedback with discounts on future online or in-store purchases can be a great way to close the customer’s purchase flow.
2. Exclusive events and in-store experiences
Organizing exclusive events or offering unique in-store experiences can attract customers from digital to physical. These initiatives, effectively promoted online, can create an emotional bond with the brand and encourage physical visits.
Objective: Increase in-store visits to an independent bookstore, taking advantage of the creation of exclusive events that attract both regular customers and new visitors.
Phase 1: Identify the target and create the event
What is the reason for the event? This is obviously the most important choice: the presentation of a book by a trendy author who can attract a large audience, a periodic “book club” evening based on the trends of the publishing market or even poetry readings accompanied by acoustic music. In short, we could have fun with ideas.
Phase 2: Multi-channel event promotion
Online promotion has now become essential to reach as many people as possible. A great idea could also be to create an email marketing campaign aimed at regular customers, offering them advance booking or exclusive benefits, such as discounts on future purchases or free items.
Use social media to create anticipation around the event, with posts and stories that include teaser interviews with guests, book quizzes and countdowns. And also collaborate with local influencers or literary bloggers to amplify the reach of the event.
How can you bring the user to the store even before the event? For example, by offering the possibility of booking a place at the event online, encouraging a visit to the store to collect tickets and purchase the guest author’s book with an exclusive discount.
Phase 4 – Personalization of the In-store experience
When we talk about Drive to store, let’s remember that the customer or potential customer should be followed throughout the experiential phase. Convincing him to come to the store does not mean having converted him into a customer and converting him into a customer does not mean converting him into a regular customer.
By personalising his in-store experience we could certainly work on this aspect.
Phase 5 – Post-event engagement
Maintaining an open dialogue with customers with surveys or by inviting participants to leave a review of the event on social media or on the bookstore website can improve future events.
3. Click & Collect
The Click & Collect service, which allows you to buy online and collect in store, has proven to be a powerful drive to store tool. Innovations in this area, such as the possibility of making returns or exchanges directly in the store, can further improve the customer experience and encourage further purchases.
4. Local SEO and Google My Business
Optimising your online presence for local searches is essential. A well-curated Google My Business card, with up-to-date information, quality photos and positive reviews, can significantly increase the visibility of a physical store.
5. Local Inventory Ads
Although not yet available everywhere, local inventory ads allow you to show products available in-store in search results. This tool can be particularly effective for attracting customers interested in immediate purchases or physically seeing the product before purchasing.
All of these strategies aim to create a stronger bond between the customer and the brand, offering a shopping experience that seamlessly integrates the online and offline environments. In fact, this should be the goal: to make online and offline coexist with coherence and linearity. Through personalization and attention to customer needs and preferences, an increase in in-store visits, an improvement in the conversion rate and an increase in customer loyalty are expected.
