Think back to the last time you bought something in-store. Did you go online and research it first? We bet you did. That makes you an ‘omnishopper’!
An omnishopper is a buyer that has emerged with the rise of online and in-store selling. They are a shopper that shops online and in-store; choosing to research online and buy in-store, buy online and collect in store, or research in-store and buy online. Or a combination of these.
As a brick and mortar store, you should be harnessing the power of digital marketing to increase your in-store customers. And it is important that you are using your website as a place to educate and provide more value to your customers. Whether your website is a fun place to browse your range or learn about new products, or an educational site with video instructions and in-depth information about your products; your website is key for conversation and conversion.
We have got some tips on how to increase traffic to your website to drive in-store visits, as well as how to use your website data to activate in-store sales.
Harness That Sweet Data Power
Data is important. We know that. But when it comes to converting digital sales to in-store customers, you can use it to significant effect. To be able to drill down and understand buyer behaviour, you need the following metrics:
- What your user bought or looked at buying
- What other products your user looked at
- What kind of device your user was accessing your site on
- What time your user accessed your page
- How the user arrived on your page
- Where they went next
And to get that sweet, sweet data you must get traffic to your store. So now we’re going to explain how to get traffic.
How to Drive Traffic to Your Website
So, this is probably stuff you have heard before – but we’ll cover it again anyway. To get the traffic you should (must):
- Have an active and up to date website with high-quality content
- Have on-page SEO. That means you have done keyword research (or engaged us to do it for you) and have these keywords appropriately included on your page
- Have a compelling and attractive site that makes people want to do business with you
- Be listed on Google Business (and on industry-relevant directories)
- Have active reviews and listings on social media
- Have some online advertising on Google or Facebook (or both)
- Have analytics in place to track your data this is important!
Once your users are on your site, it is helpful to capture their data with an email sign up form. It can be useful to encourage sign-ups to your email marketing form with a special discount or offer (like 5% off in your online store, or a gift with purchase).
To encourage email sign-ups, make sure you have:
- A prominent and compelling call to action
- An easy-to-use sign-up form
- Branded integration with your form
If your email sign-up form is hard to use or takes too many steps, your users are not going to bother. Make it effortless for them to click through and give you their information. Your email list will form part of your digital marketing efforts.
How to Bring It All Together and Increase In-store Customers With Digital Marketing
Now that you have people visiting your website, you are capturing and tracking their data using Google Analytics, and hopefully securing their email for your mailout list.
How to use your data
Data is vital because it means you can shape what you do based on what you know of your users’ behaviour. Here’s how:
- Retargeted campaigns. You can follow your users wherever they go on the web
- Tailored blogs, content and campaigns based on your demographics
- User segmentation and targeted advertising based on user data and conversions
Here’s an example:
- You have looked at your data and found that lots of shoppers aged between 25-34 are online between 6 pm and 8 pm browsing from their mobile phones.
- They came to you through an organic search term and looked at the home page and product page, before then clicking through to a blog article you have linked to and leaving your page to go there.
How to use this data:
- You would make sure your advertising exists between 6 pm and 8 pm.
- You’d make sure that mobile users, in particular, were getting the ads, and that you wrote more content similar to the blog you have linked to.
- You’d include this new content on your site – along with a strong call to action to shop in-store for a special promotion (see below for ideas).
It seems simplistic, but it’s actually just common sense. Break down your user data and use it to power your sales.
What to send to your email list
So, you have a great email contact list – but what do you send them to get them off the couch and into your store?
- Theme days and special in-store events to encourage in-store shopping (like an in-store flash sale
- Special in-store discounts. You need to create a sense of urgency, so think about sending a coupon for their next in-store purchase and let them know there are only 72 hours to redeem the discount.
- Click and collect deals about in-store shopping (letting your users know they can save on shipping)
- Giveaways that you have exclusive to in-store shoppers. You can also offer an upgrade for in-store shoppers which will incentivise them coming in.
Keep your promotions sporadic enough to ensure that people don’t come to expect deals like this all the time. You want to do just enough to deliver more value and create engagement.
If you need help with digital marketing or want more advice on any of the factors we’ve mentioned here, then pick up the phone and give us a call on 1300 596 636. We would love to chat with you about your digital marketing goals and how to increase in-store shoppers.