Not getting the in-store visits you want?
Remember how Best Buy had this problem years ago?
In mid-2012, Amazon had pounded Best Buy’s stock price down to $11.99. 5 years previous, Best Buy’s share price was $52.71. At the bottom, there was question as to whether Best Buy would have to cease operations. Today, their stock price sits at a healthy $44.43.
It’s no secret that Best Buy was acting as a “show room” for Amazon. But they managed to recover.
What about you – a much smaller business? How do you keep getting in-store sales and beating your on-line competitors?
Here’s some ideas for driving in-store traffic via your internet marketing:
- Make Your In-Store Experience Unique, and Highlight Customer Experiences Online
Take photos and videos of your customers shopping in your store. Highlight those experiences across your social media profiles. Share what your customers say about their experiences. Encourage them to share their experiences on their own social media profiles.
There’s certain things that can only happen in-person, and not online.
- Make Special Offers or Promote Certain Items for In-Store Customers Only
You can advertise these online across your website and social media profiles. Don’t do it too frequently because you’ll cut into your profit margins and possibly alienate customers who want to buy online only. However, it is one way to get people into your store.
- Train Your Employees for Top-Notch Service
When was the last time you went in-person to any store, and had an amazing customer service experience? Doesn’t happen often, does it? Most employees keep to themselves, not even bothering to greet customers. Or if they do, they’ve been trained to hassle the customer about buying something or signing up for a store credit card.
Train your employees to truly focus on customer interests. They should ask customers what they’re looking for, or why they came in that day. The point of the conversation isn’t to win a sale, but to understand what the customer really wants.
Customers rarely feel “served.” They usually feel interrogated, like just another number on the bottom line. Again, highlight the resulting stories and feedback you get on your social media profiles.
- Promote the Benefits of In-Store Shopping
When customers shop in your store, they get what they want now. If they need a return, they don’t have to wait. They get answers to their questions fast. They get to actually talk with a real human being.
It’s impossible, and in other cases difficult, to get these same benefits online. However, you have to keep talking about those benefits for them to remain important and beneficial to your customers.
Yes, You Can Beat Amazon
You’ll certainly never beat Amazon in volume. But, you can offer an in-store experience and quality products they can’t match.
That’ll keep you in business in any economy.