How to Drive In-Store Traffic & Maintain It
In an online-dominated world, you may find it shocking that many customers still prefer the in-store experience when shopping. In fact, 65% of surveyed shoppers would rather shop in-store versus online. Despite the shift in online consumer behavior, brick and mortar reigns supreme in its ability to influence impulse buying. Research has exposed that 77% of shoppers have made an impulse buy in the last three months, heavily assisting the growth of average order value (AOV). While this statistic shows a strong push towards why retailers should invest in their in-store experience, many find themselves unsure of how to promote their in-store efforts without stripping the returns seen from online. In response, we have comprised 5 ways to drive in-store traffic and sustain it.
1. Support their Need for Technology
Rather than fight against technology, embrace it. It is no secret that consumers are becoming more tech-savvy, why not support this change in shopper behavior with free Wi-Fi. Offering this perk increases the likelihood that customers will spend additional time in your store, whether it is comparing products or entertaining their child with a video while they shop. Also, it increases the chance of consumers posting consumer-generated content to their social media.
2. Make Impulse Items High Demand
With the convenience of online shopping, consumers are far less likely to drive to make a purchase. By tuning into your consumer’s preferences and price points to deliver an item they can’t find anywhere else, you are promoting their journey in-store, likely increasing their AOV versus online shopping. Target’s Dollar Spot is a perfect example of this. By keeping these items on-trend and at a price point their customer’s love, this area has continued to drive in-store traffic with customers wanting to see what is new.
3. Place Emphasis on Educating Staff
Customers are able to validate their purchases through online research but often will come to the store for the visceral experience. When this pivotal moment in the buying process is supplemented by a knowledgeable sales staff, the customer receives an experience they could not have attained online. By optimizing this moment, your brand establishes itself as a thought-leader, and the customer will trust your expertise moving forward, likely referring others from their great experience. This is also the perfect time to suggest an accessory or add-on to their purchase that may have not been considered if purchased online.
4. Plan In-Store Only Events and Offers
By driving in-store traffic through exclusive events and offers, you are increasing the likelihood that customers will come in the doors, and spend more than the promotion that brought them in. In fact, 75% of the time, both men and women will spend more than whatever deal brought them in-store. By placing emphasis on creating an experiential environment, both cart size and foot traffic will continue to increase as customers explore your store. Vans deployed their “House of Vans” campaign to allow customers to experience the brand through concerts, skating, and other art forms while having the opportunity to purchase items with a unique event-only promotion. By tailoring their offering to their customer’s preferences, Vans was able to drive increased traffic while enhancing their brand identity.
5. Optimize Your Last Touchpoint
After the sale is the moment when the customer has the strongest affinity to your brand. Despite retailer’s multitude of efforts to be brand-driven, many find themselves falling flat when it comes to their receipts. This is the last touchpoint you have with the customer, why not make it one to remember? By using the receipt as a vessel for on-brand messaging, product reviews, and informative content, the receipt becomes a new marketing channel allowing the conversation to lead itself into the next sale.
Deliver In-Moment Communications
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