The internet is rapidly changing the way retailers conduct business — and yet more and more consumers are looking for connectivity to enhance their experience while inside physical stores. A recent study conducted by Google showed that two out of every three customers cannot find the information they need in stores, with almost half leaving frustrated. By merging the online experience with the digital one, retailers can help drive traffic with more social media followers and email subscribers — and prevent customers leaving in frustration. But how? Here are four ideas to help retailers keep in-store customers connected.
Host a photo contest.
Nothing quite helps drive traffic like the possibility of a prize. Photo contests not only encouraging interaction, but also get customers sharing your brand with the social media followers. Requiring an in-store photo takes that brick-and-mortar and online connection even further. Use something iconic about your store — even something as simple as a kiddie ride that’s at all of your locations or a favorite product — or create a photo booth area specifically for the contest. Create a hashtag so that you can monitor the entries. Require a “like” or follow on your social media in order to enter, and you can continue reaching in-store customers online.
Create a rewards system.
Rewarding customers every time they shop in store — and not with a giant prize like with a photo contest — is another way to both encourage repeat visits and help track of customer data. Stores often use rewards programs requiring the customer’s email, allowing the store to research and track how the customer shops, and what they shop for. In return, the customer receives discounts for participating in the program. This merges the ease of online customer data tracking with in-store shoppers.
Merge online and in-store with an app.
As the Google study showed, 2/3 of customers cannot find the information they are looking for in stores. One way to combat that is to develop an app not for online shopping, but for in store. Store apps can show that location’s sales, what aisle the item is in and even make the online reviews for a product easy to access in the store. Target, for example, merges both the rewards system and app with Cartwheel, a coupon app that also tells customers what aisle to find that discounted item in at their local store.
Make the online information easily accessible in-store.
Some businesses are taking a simpler approach and just putting more effort into providing information in stores, in an easy-to-find way. Electronics retailer Best Buy, for example, puts the product’s online review ranking on the in-store tags, making it easy to compare similar products. To merge the in-store and app-available information, allowing customers to scan the barcode to access full text reviews and details is another option.
Today’s customers are more connected then ever — and yet most still have a difficult time finding the information they want. By finding new and innovative ways to provide the plethora of internet-available information in an in-store experience, retailers can enhance the customer experience. Connecting the retail and online system is also a way for retailers to gain insight into their in-store customers, but with the simplicity of online tracking.