Is traditional retail really dead or has ecommerce marketing simply forced the brick-and-mortar space to evolve and adapt? Despite somewhat shocking news reports such as Toys R Us and other age-old stores closing their physical doors, the retail space still accounts for the majority of all shopping.
According to Statista, in the fourth quarter of 2017, ecommerce comprised over 10% of total retail sales for the first time ever, with online sales making up roughly $9 of every $100 spent.
Although the retail sector incorporates categories such as motor parts, fuel and even groceries (none of which are typically included in ecommerce markets), there is no denying that traditional retail is not going away. Smart retailers, instead of focusing all their efforts on a single platform, are quickly learning to fuse online and offline in a way that delivers consistent results. To do this, a number of ecommerce marketing strategies are used to create a holistic shopping experience for customers.
Adapting Ecommerce Marketing to the Retail Space
There are a few ways that you can combine your online and in-store efforts for maximum ecommerce marketing results. Here are some of the most effective strategies to keep in mind:
Loyalty programmes are useful for online and offline campaigns, offering an incentive for shoppers that rewards them for certain actions. These can be done on selected purchases, on a pre-defined spend, on friend referral, visits to store or online shop, and also on special occasions such as birthdays and festive days. Incorporating rewards as part of your broader strategy can be very effective for customer retention.
Personalising in-store experiences is also essential. This can be done with the help of beacons that ‘talk’ to customers through their smartphones. Tailored messages can be sent according to previous behaviour and location. Returning customers could be sent a message welcoming them back to the store, for example, while those in a certain department could be sent current sales or offers. When linked to your mobile strategy, this is especially effective.
Ideally, you want to be able to sync your online and offline efforts smoothly. Whatever offers you make online, aim to offer the same deals in-store as well. If prices are not the same or offers are not synced, it can end up missing out on the chance to create a seamless experience. Strategies such as local pick-up further help to make a smoother experience. With this strategy, customers can order and pay online and pick up from local stores rather than wait for delivery. The result is a greatly enhanced experience that makes it easy for customers to shop, whether online or in person.
Put some thought into how you can integrate your online and offline efforts, and you will soon start to see just how much ecommerce marketing helps your physical store and vice versa.
To learn more about how to approach multi-channel marketing, have a look at our total marketing process. A groundbreaking and proven process that provides a holistic, effective approach to marketing.