We live in an age of continuous connection on the move. There are those who claim that physical stores will decline in the coming years. Yet the percentage of people who prefer to buy in traditional stores is 50% of the population. Certainly the data also highlights the crucial importance of online strategies to attract new customers, follow them and offer them a positive and rich shopping experience in order to improve sales. The most innovative and important strategies for retail today are those of proximity marketing, based on mobile. Mobile sales are reported to be affected by mobile in 66% of cases, while the percentage of those who have already researched online before going to the store is 87%.
Apps and social networks are a mine of useful information for the seller. You have access to big data and consequently for each customer you can design a personalised experience and a dedicated offer in order to improve sales results, even in the physical store with ad hoc strategies. A physical point of sale, of any kind, must now be present online in order to expand its network. To make the most of the internet, a store must have at least a Google business profile with a detailed updated profile and profiles on the main social networks, and finally a website with e-commerce if it wants to expand its revenue with more distant customers.
A web user when he has the need or desire to make a certain purchase starts his online search. The presence of a point of sale near that particular product will benefit the retailer who will find a customer already motivated and determined to make a purchase. The online presence with your company profile, on social networks and Google, is therefore essential especially in an era like this in which people are constantly consulting the internet on the move. Google is working in this direction to offer its users specific answers to their searches based on their geolocation. By searching for a specific product or a shop, the user receives information on opening hours, contacts and times of greater or lesser numbers of customers, very important data for the user who wants to go to the shop.
The social profiles of a store are an important tool to create interest in certain products, tell about features and create needs. Social profiles are useful both for existing customers who are always up to date with the latest news and offers, but also for potential new customers who will find the willingness to meet their needs. The social pages should not only be a showcase for your goods, but also a place of information in which to convey advice, suggestions, updates and offer an after-sales service dedicated to customers who have already made a purchase.
It will be possible to implement sponsorship campaigns, work with local influencers and bloggers to promote their products and establish lasting relationships with all customers.
What a customer wants in a store today that online everything is available in 24 hours at home is the experience, is to feel special. Here the physical store has the greatest potential for maintaining and acquiring customers. The customer’s senses must be involved through the available channels, using them intelligently so that they leave the store with a positive and pleasant memory. Emotions are another key point for shops today, which need to guarantee routes and events that stimulate positive feelings. Inviting customers to interact, act, comment and be protagonists helps a lot.