What are the best ways to move customers from online browsing to offline purchasing in retail?

A integração entre os canais é fundamental para qualquer setor, principalmente o varejista. Se por um lado, o online pode propiciar maior conveniência, o físico tem a capacidade de disponibilizar experiências e fazer o ato de comprar ser mais agradável, afinal, a compra fica tangível em função de se sair com o produto em mãos, ou, pelo menos, experimentado. Ignorar o omnichannel é um erro crasso.

Rewards and offers are the best way to attract customers once he reaches the store to make them feel special by providing the best services. It will not only make that customer loyal also he will add some extra items into its bucket

Moving customers from online browsing to offline purchasing in retail involves bridging the gap between the virtual and physical shopping experiences. Here are some effective strategies: 1. Seamless Omnichannel Experience. 2. Personalized Promotions: Use customer data to tailor promotions and offers that encourage offline visits 3. Interactive Experiences: Create engaging experiences in-store that complement the online browsing journey 4. Localized Marketing 5. Loyalty Programs 6. Seamless Integration 7. Incentivize In-Store Visits: Offer exclusive products, services, or experiences that are only available in-store, providing added value and motivation for customers to visit your physical locations 8. Social Proof and Reviews - Roabay -

From my perspective as a sustainable retail marketer... Seamless Omnichannel CX: By offering features such as click-and-collect, reserve online, and in-store pickup to allow customers to browse online and conveniently purchase items in-store, leveraging the benefits of both channels. Personalisation: Use data and customer insights to personalise recommendations both online and in-store. In-Store Offers: Create incentives for customers to visit your brick-and-mortar locations by offering exclusive discounts, promotions, or events that are only available in-store. Interactive In-Store CX: By incorporating interactive elements such as digital displays, product demonstrations, or virtual try-on technologies.

This approach capitalises on the psychological principle of positive reinforcement, where rewards stimulate repeat behaviour. Incentives could include exclusive discounts, loyalty points, or special offers redeemable only in physical stores. These rewards create a compelling reason for online browsers to visit a physical store, providing them with a tangible benefit that enhances the shopping experience. Additionally, once in the store, customers are more likely to make additional unplanned purchases, increasing overall sales. Therefore, incentives and rewards not only drive foot traffic to physical stores but also potentially boost revenue, making it an effective strategy for bridging online and offline retail.

Incentives like in-store activations (makeovers, facials, complimentary beauty consultations with follow ups), buy more save more options for in store, bounceback gift cards, adverts in local mags, strengthening genuine client/associate relationships as that's what sets online apart from shopping in store.

This is one of the best technique which can help brand to convert its online traffic to offline physical store. Geo-targeting and location based marketing helps to increase awareness, trust, and loyalty towards the brand and helps to influence purchase decisions at times. This technique can help brand to optimise the brand visibility to targeted audience in and around the physical store by running ads on specific deals and occasions for their target audience.

J'ai eu l'immense plaisir de diriger des réseaux pour lesquels la proximité était un argument essentiel dans la possible visite en magasin des clients potentiels. La relation humaine reste heureusement, je le pense sincèrement, importante pour nombre de personnes.

These strategies involve delivering personalized advertisements or promotions to customers based on their geographical location. For instance, a customer browsing online could receive a notification about a special offer or new product available at a nearby physical store. This not only creates a sense of immediacy and relevance but also provides a tangible incentive for the customer to visit the store. Furthermore, location-based marketing can enhance the customer’s shopping experience by offering products or services that are relevant to their local area or culture. Therefore, geo-targeting and location-based marketing serve as powerful tools for bridging the gap between online browsing and offline purchasing in retail.

Using geo-targeted advertising allows for precision in retail marketing and can turn inspiration into action. It is an ideal tactic for “drive to store” campaigns by highlighting store locations to complete the transaction.

This omnichannel strategy provides a seamless shopping experience, whether the customer is shopping online from a desktop or mobile device, or in a brick-and-mortar store. For instance, a retailer could allow customers to check product availability in their local store, reserve items online to try on in-store, or return online purchases at a physical location. This integration enhances customer convenience and flexibility, making the transition between online and offline channels effortless. It also allows retailers to collect comprehensive customer data across all touchpoints, enabling personalized marketing and improved customer service.

A healthy respect for the customer journey is necessary. Create the connective tissue between the experiences you create for shoppers online and the experiences you create in-store with consistent brand story telling because for shoppers both represent the two sides of the same coin.

Integrating online and offline channels is crucial for a cohesive brand experience. Offering omnichannel services like click-and-collect not only caters to convenience but also drives foot traffic to physical stores, increasing the potential for additional in-store purchases.

A multicanalidade é importante, o online traz mais tração pro negócio, consegue levar a lugares que o físico não conseguiria por questão geográfica, mas o sucesso entre ambos é a experiência, atendimento, onde os dois mundos se conectam e seja fluído, possibilitando a integração das ações. Assim agrada os dois tipos de clientes.

Some of the initiatives that can help drive the online-to-offline commerce: 1) Offer click-and-collect or buy online and pick in-store at a nearby location. 2) Implement a reserve online, try an in-store program that allows customers to reserve products online for in-store pickup and evaluation. 3) Offer appointment scheduling and personalized shopping services for customers (can make it special for an exclusive few) 4) Exclusive In-Store Events and Promotions

Indeed, leveraging social proof and word-of-mouth can be a powerful tool to encourage online customers to visit your offline stores. By encouraging customers to share their positive in-store experiences, feedback, and testimonials on social media, review platforms, or your website, you can showcase the benefits and advantages of shopping in-store. Potential customers are more likely to trust the recommendations and experiences of their peers, making this a valuable strategy for driving offline store traffic.

We possess a diverse client base. Consequently, I believe that capitalizing on social proof and word-of-mouth is the most effective and efficient approach to entice such clientele to brick-and-mortar Stores. As these individuals tend to be uncertain and hesitant about divulging their banking details or displaying an affinity for online payment systems, showcasing authentic customer feedback and testimonials on our website or across social media platforms will enable us to attract them to our physical stores. The veracity of such content will engender a sense of security when they interact with our stores directly. Hope this way also we can redirect the traffic to our offline retail stores.

Post three to four times a week to get traction, then offer in store incentives for customers to redeem in the store. Hosting in-store events that aren't necessarily to buy....a local chef to give a demonstration or an author to give a reading is a good idea. Customers will think of you often if you give them some unique in-store experiences

Partner with influencers whose audience aligns with your target customers. Then, host in-store events, launches, and exclusive shopping experiences to drive foot traffic. Promote specific products only available in-store, creating desire for the influencer-endorsed items. Conduct store takeovers, sharing their in-store experiences on social media to highlight the physical shopping experience. Offer exclusive in-store discount codes and promo links to incentivize their followers to visit. Generate user-generated content by visiting stores, and inspiring their followers to do the same. Collaborate on limited-edition products only sold in physical locations, generating buzz and exclusivity.

A prova social é uma ferramenta poderosa, mas autenticidade é fundamental. Os clientes estão cada vez mais cientes de conteúdo patrocinado ou influenciado. Portanto, é essencial cultivar relacionamentos genuínos com os clientes para garantir que as recomendações e avaliações sejam vistas como confiáveis. Incentivar os clientes a compartilharem suas experiências positivas não só fortalece a confiança do público, mas também cria um ciclo virtuoso de feedback e atração de novos clientes. Um exemplo disso é incentivar os clientes a fazerem recomendações no Google Meu Negócio, respaldando as empresas e mostrando seu compromisso com a transparência e a qualidade, gerando não apenas vendas offline, mas construindo uma reputação sólida e duradoura

There is a perspective that in-store is now all about 'experience', but service, particularly around the new unified commerce utility is increasingly important. Not being able to return an item bought online instore is one of the biggest frustrations for shoppers today.

A mixture of top-notch store experience and in-store exclusives can absolutely drive traffic from clicks to bricks. Think Apple, Disney, Louis Vuitton. Aviator Nation in Malibu is another example of an impressive store experience with in-store, location-specific items. Don’t get me wrong - they’ll gladly sell you a $200 sweatshirt online, but their Malibu “flagship” experience is serving as both a retail destination and social currency, giving the shopper double the street cred. But this halo doesn’t only benefit premium and luxury brands! Target does the same thing. For toilet paper. Better is just better.

Ce qui fera toujours la différence c'est la capacité des collaborateurs en magasin à répondre aux besoins des clients en se différenciant des arguments repris sur le Web. Donnez envie à vos visiteurs en magasin de revenir car ils trouvent chez vous les réponses à leurs questions qui ne reprennent pas uniquement les arguments techniques mais s'adaptent aux réels besoins des clients et l'usage qu'ils feront de leur article.

In response to evolving consumer preferences, enhancing your store environment and service now requires a focus on personalized experiences. Today's customers are seeking more than just products; they crave interactions tailored to their individual needs and preferences. By investing in knowledgeable staff, customizable product options, and interactive displays, retailers can transform their stores into inviting spaces where each customer feels valued and understood. This personalized approach not only fosters stronger connections with customers but also drives loyalty and sets your store apart in a competitive market.

O ambiente e o serviço da loja desempenham um papel crucial na experiência do cliente. No entanto, é importante lembrar que a qualidade do serviço vai além da interação humana. A experiência do cliente começa desde o momento em que ele pesquisa online até a visita à loja e a eventual compra. Portanto, garantir consistência em todos os pontos de contato é essencial para manter a satisfação e fidelidade do cliente. O cliente pode se perder quanto entra no funil de vendas e a experiência deve ser completa, de uma ponta a outra do funil.

In my experience, in-store customers need not just competitive prices, but they need the feeling of security that is gained after talking to a knowledgeable associate. They need to know the product they are buying will do the job.

Drive this by offering exclusive in-store deals, make a unique experiences, motivate your customers & potential segment with what they can't get online.

Overall, integrating geo-targeting and location-based marketing into the marketing strategy can help bridge the gap between online and offline channels and drive engagement with both.

Escaparates llamativos con ofertas y productos clave para que el cliente sienta la llamada del producto en un escenario que llama la atención

It’s all in the planning. Driving traffic into retail should be the Core and most prominent objective of every single retail marketing activity within a marketing calendar time frame online and offline. While you would still want to grow your online shopping behavior among your target customers through staying more on your E-commerce platform, if you choose to continue to be present in the Physical retail space then you can’t undermine the above "life of death” objective. An incomparable customer experience at retail , visiting coupons , deal-completion discounts, exclusive launches, referrals rewards , visitor loyalty programs …etc are all tactical activities that should be prioritized when building the annual retail marketing campaigns.