Reviving the Retail Store Atmosphere
Leveraging features and services that lend themselves to an in-store experience is another way to drive foot traffic. Programs such as electronics trade-in and in-store tech support benefit from a personalized, one-on-one interaction. They also deliver a better payoff through instant gratification – the customer is immediately rewarded during their store visit. This combination of features and benefits isn't easily replicable online, making it a key selling point to drive in-store shoppers and sales.
Promotions are used as a traffic driver for e-tailers, but in some cases they can work even more effectively in brick-and-mortar environments. In-store promotions appeal to today’s shoppers, as they can be more flexible and simpler than online promotions, and, most importantly, can deliver on instant gratification expectations. Eliminating the need for proof of purchase and the subsequent delayed payment or reward is yet another benefit over online, and another reason for shoppers to conduct their business in-store.
In-store promotions also open the door for store associates to effectively upsell products and services. During their time in-store, consumers have the opportunity to ask more questions and explore other purchases. For example, in the case of electronics trade-in, accessory coupons can be issued after completing a trade. This encourages the customer to immediately spend their trade-in proceeds on high-margin accessories.
By providing a differentiated in-store experience, implementing upheld e-commerce tactics and fully utilizing an omnichannel marketing approach, retailers can successfully motivate in-store purchasing. Relying on the power that is online communication, while also playing up the strengths of brick-and-mortar (e.g., instant gratification, helpful sales assistance) can effectively slow down, or even reverse, showrooming, helping to grow overall customer loyalty and drive higher retail sales.
Jeff Trachsel is the chief marketing officer at NextWorth Solutions, a provider of online and in-store electronics trade-in programs.