4 Tips for Driving Offline Sales from Online
Advertisements and valuable content can bring your audience to your website, but what is driving them to your physical store? Even though customers are able to view and purchase items online, more than 90% of consumers are still more inclined to buy at a physical location.
Some techniques — like direct mail and business cards — are old-fashioned ways of driving offline sales, but modern strategies offer more advanced techniques for connecting digitally with consumers.
Here are 4 tips to help you keep up with your audience and build on-site relationships:
Connect with mobile users
A large percentage of your consumers are using their mobile devices even when they are already in your store. According to a survey by Wanderful, 77% of customers have searched online for product information while shopping, and the growing millennial audience is particularly likely to engage in this behavior (85%).
One way to encourage store visits is by merging the online and offline shopping experience through mobile applications. This can give customers the option of quickly ordering items for same-day, in-store pickup. Be sure to highlight the benefits of this option, such as bypassing long checkouts and shipping costs while delivering face-to-face service.
Listen and respond to customer reviews
Your customers want to know what people are saying about your products and services. According to iPerception, 63% of consumers are more likely to make a purchase from a site that has reviews, and visitors who read the reviews have a 6% higher average order value than those who do not.
Reviews can improve things like customer confidence, SEO, and credibility. Afraid of negative feedback? One study found that negative reviews actually boost client trust by 68% if a customer complaint is immediately rectified. Addressing customer concerns demonstrates your willingness to listen in order to improve products and experiences. A positive review of an exceptional customer experience will motivate shoppers to visit your business in search of the same encounter.
Monitor your social media presence
Another way to receive and use feedback to drive offline sales is by monitoring social media conversations regarding your brand. Show customers you’re ready to answer questions and talk about their concerns by connecting socially. Facebook and Twitter are extremely valuable channels for customer interaction because they facilitate one-on-one customer connections.
You can also create virtual window shopping opportunities through sites like Pinterest, giving customers a sneak peek at what they’ll find in your store. Also consider offering coupons that can be shared with friends and brought to your business for promotional items and discounts.
Go to the customer with geo-location services
In the near future, Google Maps will offer offline turn-by-turn voice direction which will allow users with low connectivity to access more information about local businesses. This means that being involved with location-based mobile targeting will be incredibly beneficial to your business.
According to media monitoring firm CyberAlert, only 23% of retail marketers are utilizing geo-targeting for mobile marketing, giving businesses that implement this strategy an early adopter advantage. A successful way to get in on geo-location services is to drive offline sales through targeted mobile coupons. Join social media platforms with location-based functionality like Snapchat, Instagram or Swarm. This will help you demonstrate the popularity of your store to locals, prompting loyal customers to continue to visit and inviting new customers to get involved.
Understanding online shopping behavior will benefit your offline sales strategy by giving you insights into new ways to connect with your customers. They value retail experiences over simple transactions, so show them you can offer more than online exchanges. These four tips will help guide them to your location by keeping you updated with their search and purchase preferences.