Archive for January 2021

3 Reasons Why Physical Stores Still Matter in the Age of Online Shopping

3 Reasons Why Physical Stores Still Matter in the Age of Online Shopping

With the advent of online shopping, the necessity of having a bricks-and-mortar store has been under question for quite some time.  Yet why do so many online-only retailers – from Bonobos to Amazon – have instead decided to make a move into the physical retail sector?

Although some sectors do thrive in the e-commerce space, others flourish more with in-store sales.  Luxury brands, for example, report that more than 80% of their transactions occur in-store, despite having an online presence.  Discount stores are another example of a retail business that is still successful from purchases done in physical stores.

To know more about why this phenomenon exists, let’s take a look at some reasons why having a physical store for your business is still important.

Better shopping experience

Having a physical store means providing a better shopping experience for your customer.  Why?  Well, for retail especially, consumers still want to be able to see products directly.  This is especially true for apparel products.  Sometimes, this doesn’t translate into a direct sale – the customer may instead buy the same product that they see in your bricks-and-mortar store, online.  It’s possible that they do this because of convenience, availability of stock, or even a discount coupon.

It is crucial to integrate your online store with your physical store.  One way to do this is by offering in-store pick-ups.  Another way would be to integrate your customers’ online shopping identity with the one they use for offline purchases.  This would allow you to implement customer loyalty programs that are cohesive throughout different shopping channels.

More purchase channel for customers

Above all else, having a physical store means that your customers have more than one way to get your products.  Online shopping tends to be based on a clear intent – as in, your customer visits your website with the intention to buy a product that you offer.  In-store shopping intention is not as clear cut.  Consumers can buy your products from physical stores because your store was the closest place available.  It is also likely for product purchase to happen impulsively.

Offering more than one purchase channel, allows you to access different types of consumers. Though this probably means different marketing approaches, it nevertheless ends with a conversion.

Get new customers

Owning a physical store means that you increase your brand awareness.  Even if it doesn’t directly translate into a sale, walk-in customers who browse your products will know your business exists if you have a physical store.  Of course, combining this with an online store is the best of both worlds. This is because your brand will be first in their mind if they choose to purchase a product in your retail sector. Especially if your competitors only have an online presence, and do not have a physical store.

Additionally, by having a physical store for your online retail business, you can ensure that you reach consumers who prefer to have a first-hand experience before becoming a loyal customer.

Please call the Photo Direct Customer Service Team if we can assist you with any of your needs.  We are here to work with you!  03/9894 1644

Five Ways to Implement Better Customer-Centered Marketing

Five Ways to Implement Better Customer-Centered Marketing

There are various marketing approaches that small retailers can engage in to convert sales.  The best one, however, is an approach that is centered on your customers.

For small retailers who already have loyal customers, just by knowing how to satisfy your existing customer base, you can easily increase the number of your conversions without having to add massive-scale advertisements.

Here are several things to keep in mind when building a customer-centric marketing approach.

Know who your customers are

What are the kinds of people who buy your products?  Are they female or male?  Do they have kids?  What kind of work do they do?  It is important to have a lot of details about your biggest customer base to be able to build the right marketing approach.  For example, if you’re a clothing company, it is absolutely crucial to know which size often sells out most, or whether you tend to make more sales during certain seasons.  This information will impact your business’ long-term plans.  From what products to sell to when should you hold big discount events. Which social media channel to use for marketing would also be highly influenced by the customer information you manage to collect.

Hear what they have to say

Most people have some form of social media presence these days, and they tend to use it most often when they have something to complain about your business or when they have something to praise about it.  Be sure to hear them out.  Pay attention to when your business’ brand is being mentioned. What do they have to say about it?  This would be useful for you to determine what you are doing well already and where you need to do better.  When complaints do arise online, be sure to know how to handle them gracefully. Ask them what happens and be sure to provide a solution to the problem when possible.

Send forms to fill out

Now, you don’t need to make a super-long survey that will tell you all about your customers.  If anything, you probably shouldn’t do that, since it will probably not garner the data you want. Instead, make sure to ask short and prompt questions that are relevant to what you want to know.  Another way to ensure better engagement on your online forms would be to send out embedded forms via newsletter email. This will allow your email subscribers to respond without having to visit a different website.

Find out what keeps their attention

If you maintain a website for your business, be sure to connect Google Analytics to the site.  By doing this, you can get insights on what your website visitors are doing when they engage with your website.  What type of webpages gets the most clicks or views?  On what webpages do conversions happen, if there are any?  Tracking down this information would help you in building the right content to attract your customer base.

Learn from your unsuccessful leads

Getting this information can be tricky, but if you succeed, it will be helpful in knowing where improvements need to be made.  When you understand why some of your leads do not turn into conversions, you can make some necessary adjustments to your approach. Maybe your new product line is unsuitable for your customer base?  Or is it because you are not promoting them in the right channels?  Take this step after you have collected enough information on your customer base.

Please call the Photo Direct Customer Service Team if we can assist you with any of your needs.  We are here to work with you!  03/9894 1644