Merging online and bricks and mortar

In 1999 when I was working at the Australian Retailers Association, I read that MYER was adamant that its online sales would only ever be 10% of total sales revenue. 

How times have changed.

 

With bricks and mortar retailers battling declining sales, it’s easy to think that this decline is due to online shopping.  It’s even pitched in the media as competing for sales rather than being part of the overall picture.  It’s said online sales are growing because of the convenience, broader product selections and competitive prices.

 But this isn’t helpful.  It turns customers into low value buyers of suppliers.

 Isn’t it time to consider a future where the retail customer has multiple ways to connect with your brand, rather than a binary online VERSUS store scenario? 

It would require congruence to be relevant to the customer’s choice of channel and their reasons to shop via each one. 

Yes online is critical.  And it’s here to stay for all of the reasons already cited earlier.

So why is Chadstone Shopping Centre always so busy?

 

I THINK IT’S BECAUSE SHOPPERS ARE HUNGRY FOR THE FEELING THEY GET WHEN THEY WALK AROUND THERE.  I KNOW I AM.

Do you give your customers reasons to get off the couch, leave their office or brave the weather to come into your store? 

Because if you don’t, then your future is written.

 

Here are 3 ways to look at connecting with your customers via both channels and start your thinking:

 

ONE: Click and collect

Does your team simply process the order or do they:

Provide a plus value experience when shoppers come in to collect their online purchases?
Connect with customers personally?
Show them what else would look great with their selection?
Get to know that customer?
Invite them back

 

 

TWO: YouTube or Instagram to capture new ranges with real customers

Does your brand blur the lines of online and store by having a dedicated social media area for customers to share curated content of their experience with your product while in store?
Is your team able to present to camera?
Is your team the best brand ambassadors?
What are all of the ways your product can provide a better connection with customers using social media while in-store AND act as a tool to attract others to come in?
 

 

 

THREE: Make the store experience worth leaving the couch for

Human beings are wired for connection. 

Build a tribe of customers and front line staff who are emotionally connected to your brand!  If you fail to arm your front line team to connect on an emotional level with customers, even the most impressive product range or fit out won’t cut it.

 

 

Connect first.  
AlI is good but it’s not human-to-human. 
And until it is, let’s make the most of it.

 

 

View our other posts

Entitlement vs gratitude

I heard a story the other day that I found troublesome but not uncommon.    And it’s something that will absolutely separate those who will be ready willing and able to make the most of 2021 and those who won’t be. The first story was that of an employee who was...

Making the shift from Knowing, Doing to Being

I’m not interested in what you know, how long you’ve known it for or even how much you know.  I am happy that you know it.    Experience shows me though that it’s not knowledge that changes things, it’s the application of that knowledge.  We can know a lot of...

Choose Enthusiasm

Joy!….What is it good for….absolutely everything!  Say it again!   Customer service people, sales people, leaders of people….those of us who work with others to achieve an outcome understands the power of enthusiasm.  Of bringing joy to a situation.  It’s...

Are you successful in spite of yourself?

Success.  Achievement.  Getting results.   In sales and in sales leadership, there’s a measure of success: improvement in sales, improvement in margin, increase in average transaction value, reduction in sales cycles…So when targets across these measures are...

2021 Starts Now

Victorian sales teams: if you’re waiting for the end of lockdown until you can get back out there in person to see your prospects and customers, stop waiting!  The time was 2 months ago.  Act now.   I say this because it’s like we’ve been wading through treacle...

Unexpected lessons from COVID

One of the things I drive and encourage in my client work is a practice of review and reflection.    It encourages and promotes a greater level of self awareness, learnings to take forward into future situations and link new concepts to existing knowledge.  It...

Why Connection means more now than ever

A big part of my business is facilitating workshops with sales teams and their leaders….these days, all of these are on Zoom.    One of the things that initially worried me was how well I’d be able to connect with the participants as I’m not able to physically...

Hibernation

I’m a Victorian.   Just as we faced the end of stage 4 of lockdown there’s no real end in sight…we’re all just hoping we can have a “normal” Christmas.   Now I know it can seem that the weeks are kind of flying by on one hand, but I think it’s because one...

Output over Optics

Remote workforces are here to stay.    While in many ways we’ve never been so “unseen” the essence of the value we bring to others has never been more exposed than it is right now.  Poor sales approaches, poor leaders, poor company values, poor work practices….ta...

From What if to Even if – A practice of positive action

Things are tough right now.   Regardless of where you live, the impact of the decision for Victoria to effectively close up shop will be felt by us all.  It’s just a matter of degrees.  Victorians will of course feel it more acutely. It is human to be despondent...