Brick and mortar stores are under disruption. Online shopping, after being laughed at during the internet’s infancy in the 90s, is now eating their lunch. Outlets that persist in doing the same things they did decades ago are finding it harder and harder to make ends meet. But not all is lost. Enterprising shops have found success by offering products, services, and experiences that online stores can’t match. How can your establishment do the same thing?
First, understand the limitations of the internet. It can display images and broadcast sound but there is a dedicated segment of buyers that want to examine something with their own hands before a purchase. These people value the experience of shopping. Cater to these people by installing creative custom displays that enable them to handle the product at its best. Don’t forget that smell is effective in marketing, can’t be replicated online, and conjures powerful, influential memories.
Second, people like somebody to face when they have questions or problems with a product. This is impossible online and the tedious exchange of emails can be abused to postpone or avoid liability. Customers want to solve their problems quickly; make it easy for them. Put specialists behind prominent branded counters who can quickly answer their questions or repair their equipment. Apple’s Genius Bar demonstrated how this concept can work towards a store’s success.
Sometimes, the biggest problem people face is that they’re not very good at using the product. Offering workshops on its use can have them banging down your door. Set up your tables and chairs then begin classes on cooking, applying makeup, or video editing.
Lastly, take the competition to their turf. Open your own Facebook account, website, or online store – it’s easy! And it’s even easier with help from online specialists. Start networking with online influencers to convince them to feature your store or products and leverage online promos to increase foot traffic.
Disruption shakes things up but also opens opportunities for those with the spirit to take them. Transform your retail stores to survive and get the most out of the changing times.
Need more tips? Contact Outboxd Design and Fabrication Team today!
Some Photos from: Retail Design Blog, Apple iDevices Marketing, and Jean Yu of www.lifeonaflavoredrunway.com