Today’s connected world has seen many retail transactions move online, especially when it comes to younger shoppers. Despite the trend, brick-and-mortar retailers can still compete. How? With a little effort, you can lure consumers back to the sales floor by offering them benefits they just can’t find online. Here are four to consider:
1. Attentive customer service: One of the biggest reasons customers choose to shop in-store is personalized service. While the convenience of digital shopping is obvious, there’s no substitute for direct human interaction. People crave immediate answers from someone they trust, and putting a personalized touch into these responses makes them even happier. If your customers receive friendly, quick service every time they come into your brick-and-mortar stores, they’re much more likely to come back again for a level of service they can’t get online — or with your competitors.
2. Demos and trials: Online reviews are great, but they can’t replace the tactile nature of real-time product testing. Offering demos and take-home trials are a great way to encourage consumers to check out your physical location. Instead of relying on the opinions of strangers, you give them the opportunity to shape their own before buying.
Take-home trials also let shoppers know you care about their overall satisfaction, and not just making a sale. You’ll build customer loyalty and brand strength by giving them the option to try multiple items before they make a commitment.
3. Price matches: Retailers like Amazon.com have conditioned consumers to head straight for their laptops, tablets and phones when looking for a deal. However, you can encourage in-store transactions through price matches for customers who found the same item at a cheaper price elsewhere. There’s no need to lose a customer to another store, online or not. Tying in the benefits of demos and trials with price matching options will prompt customers to keep their business with you.
4. Warranty solutions: You never know where product protection could be hiding online, and if customers miss it when making a purchase, it could end up causing them a lot of grief in the future. Have your expert salespeople fully explain to customers the benefits of long-term warranty solutions and how they can save them money over the life of their new purchase. Not only will their new investment be protected against damage, but if something were to happen, they’ll be protected from forking over a boatload of cash.
Scott McLaren is the chief marketing officer for Fortegra Financial Corporation, a single-source insurance services company that offers a range of credit protection, warranty and specialty underwriting solutions..
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