E-commerce is taking the world by storm. This affords consumers many conveniences; they can get everything they need and want in just a click of a button. Although this is good news for buyers, the emergence of online shops spells bad news for brick-and-mortar stores.
One of the ways your store can compete with e-commerce shops is by offering something they don’t have: experiential retail. Here’s how you can improve your in-store experience and attract more visitors.
Start from the outside
The first thing a customer notices upon seeing your store is not your product selection; it’s the store itself. An attractive storefront will convince customers to take a look at what you’re offering.
Start with your exteriors. Create a clean, unique storefront that will stand out on the curb. Then feature your best items on the window display in the most appealing manner, so customers can immediately see what you’re offering them.
Also, a well-trimmed lawn can boost the appeal of your shop; the right commercial lawn care and maintenance services can help you create the right atmosphere for your shop, which can affect how customers perceive your brand. If your lawn looks unkempt, they’ll take it as a sign that you don’t take your business seriously.
Then have an eye-catching, memorable signage. The Economic Center of the University of Cincinnati says in a study that signs are one of the most crucial elements in visual communication. In a separate study by FedEx Office, the results reveal 68 percent of customers had purchased a product on their first visit in a store because the sign caught their eye.
See, smell, touch, feel – experience
One advantage physical stores have over online shops is that they allow customers to hold and try the product. Brick-and-mortar shops can use the association between the mere touch of a product and sense of ownership, which can be a strong driver of sales.
Apple, the genius multi-billion company that it is, learned how to capitalize on this physical connection years ago. In a typical Apple store, the laptops are lined up on a table, free for visitors to try. But did you know that the laptop screens must be open at 76 degrees exact? The awkward angle tempts potential buyers to adjust the screen. This means they have to touch the laptop and get a feel of its smooth, all-metal casing, feel its seamless design, and other inviting features.
Connect with your customer
Another thing buyers can’t get from online shopping is that special connection with store owners and the staff. In-person service increases the shopping experience in a physical store, compared to the one-dimensional feel of an e-commerce shop.
Personalization is one of the most crucial and surefire ways to connect with your customers. And it helps build customer loyalty as well. This means understanding the taste and personality of a buyer, knowing his or her past purchases, and making suggestions based on this data.
According to a study by BRP Consulting, 79 percent of consumers said personalized service from sales assistants influenced their store choice. So make sure you train your sales staff well on how to interact effectively with different types of customers.
Bank on the number one appeal brick-and-mortar stores have, and that is physical connection. Digitization is quickly changing the landscape for many industries, and it’s your job to make sure you don’t lag behind. Start by ensuring an enjoyable in-store experience that will make customers come back to your brand.