How Omnichannel Marketing Strategies Make Up for Decreased Foot Traffic

Jun 16, 2017 — Marty Yaskowich
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Wireless retailers faced with declining foot traffic to their brick-and-mortar stores can implement omnichannel marketing strategies to remedy the problem.

Among other principles, the omnichannel perspective suggests focusing on consumers' point of view. Patrons want to enjoy their time inside shops; wireless retailers delivering that benefit will win purchasers' loyalty and keep them coming in the door. But how, exactly? Let's look at three omnichannel marketing strategies that can boost foot traffic for wireless retailers.

Ensure brick-and-mortar inventory is discoverable

An omnichannel marketing approach can increase foot traffic by making sure customers have accurate information about inventory at their local shops. Consumers are often busy individuals who do not want to risk losing time by driving to a brick-and-mortar location only to find out the product they were hoping to purchase is out of stock. Customers will check their smartphones, their web browsers, or even just pick up the telephone to find out if an item is on the shelves. Wrong answers may make your consumers feel distrustful of your brick-and-mortar outlet and less likely to frequent your store locations.

The question is, how can wireless retailers provide accurate, up-to-date inventory information to potential customers across all channels? Solutions will vary from company to company and from region to region, but one thing is certain: if wireless retailers are unsure of their own inventories, they can't convey inventory status to possible patrons correctly. With a retail management platform, wireless retailers can keep better track of what goods are in their brick-and-mortar locations. Alternatively, by offering dropshipping, retailers can ensure that a customer's order can be fulfilled regardless of on-site inventory. When employees are equipped with accurate information and product access, customers will have a more positive in-store experience and will be more likely to return.

Identify consumer habits for micro-targeted promotions

Consumer habits are highly idiosyncratic. Is one particular customer determined to only use LG mobile phones, where the battery is removable because they prefer to swap out batteries during the day rather than carry around a charger? Is another patron highly accustomed to only shopping at brick-and-mortar locations on a certain day of the week because that is his or her time off work? These human quirks are very real and the more precisely companies can identify them, the better they can serve and advertise to potential customers. In return, shoppers will appreciate that their human individuality is being recognized. Omnichannel marketing is all about providing a positive experience for the individual patron.

How can these consumer habits translate into increased foot traffic? It's a combination of analytics and incentives. The analytics—garnered with a point of sale system, for instance—identify what a given customer seeks. Once his or her desires are known, the retailer can supply appropriate incentives. For example, perhaps buyer analytics have revealed that a particular consumer typically shops on Fridays. They could be offered a coupon only valid for in-store purchases, that includes an extra discount on that day of the week. These customized promotions help encourage customers to enter brick-and-mortar locations, and once inside, make more purchases.

Convert brick-and-mortar stores into experience headquarters

Another trick is to make brick-and-mortar shopping not about simple transactions, but about positive experiences. Concepts such as “retail therapy” go to show that not all consumers are number-crunching money-savers. Many simply want to feel good while they shop. Consider how many grocery stores now include a Starbucks counter for patrons to buy beverages. One point of this type of partnership is to keep shoppers in the building longer, as research shows that dwell time tends to lead to more purchases.

Omnichannel strategies can help create experiences that are exciting to customers. State-of-the-art digital signage is one tactic. After all, consumers like to watch videos. With high-tech screens around, they may feel a sense of wonder about the possibilities of wireless technology. Another idea is in-store kiosks and tablets, such as Endless Aisle. These products give users an online experience and access to full product information within the physical store.

Several wireless companies, such as Rogers Communications, already incorporate omnichannel marketing strategies into their business approaches. To keep up to date with the fast-changing world of business, try contacting iQmetrix to learn how our omnichannel marketing tools can help you.

Pick up our whitepaper, Footprinting Brick and Mortar for Omnichannel to find out how you can adapt your brick-and-mortar footprint for omnichannel.

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Topics: Retail Marketing

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