Brick and Mortar Marketing Blues Got You Down? Here’s How to Crush it…

Brick and Mortar Marketing. SMALL BUSINESS OWNERS SHOW BOTH BRICK-AND-MORTAR VS DIGITAL MARKETING

Hold on a sec.

Everyone’s talking digital this, digital that, like brick-and-mortar stores are dinosaurs headed for extinction.

But let me tell you, brick-and-mortar businesses fought back hard during the pandemic, and they’re not going anywhere.

I vividly remember watching groves of customers lining up at shopping centers, proving that physical stores still have a stronghold.

Here’s the kicker: 78% of customers still prefer to touch, taste, and try before they buy.

Ouch! 🤕

That’s right, people still want that tangible shopping experience.

Now you feel like your online shopping cart’s getting a little lighter, right?

Don’t get me wrong; digital is great, but brick-and-mortar businesses have been stealing the show since the pandemic and continue to gain momentum.

So, ditch the despair and dust off those “Sale!” signs. 

We’re about to reveal proven cutting-edge brick and mortar marketing strategies and examples that can make your sales soar.

A friendly store clerk assisting a customer with a personalized recommendation

SEO Optimization: Driving Foot Traffic through Local Search

Customers often pass by local businesses without a web presence. Elevate your website and local SEO optimizations for more online and in-person foot traffic.

According to Think with Google, 76% of people who search for something nearby on their smartphones visit a business within 24 hours and 28% of those searches result in a purchase.

For instance, I often search for a restaurant when traveling, and within the next 15-30 minutes, I’m usually there. (I’m also, usually hungry!)

How can you get more of the 76% of visitors and increase your purchases by 28%?

Refine your website and directory info to the MAX!

Tips for Optimizing Your Local SEO:

  • Add New Images: Showcase new menu items, the latest clothing trends, or photos of happy customers.
  • Keep Information Current: Update your address, phone number, and working hours across all platforms.
  • Engage with Reviews: Encourage satisfied customers to leave reviews and respond to them promptly.
  • Use Local Keywords: Improve your Google Business Profile with keywords that local customers likely use.
  • Utilize Google Maps: Ensure your business is accurately pinned on Google Maps for easier discovery.
  • Post Regular Updates: Share news about promotions, events, or new products.
Live cooking demonstration in a store.

Real-World Example: The Success of “Joe’s Cafe”

Joe’s Cafe, a small, family-owned coffee shop, has significantly grown its business by perfecting its Google Business Profile.

Here’s what they did:

  • Enhanced Profile with Photos: Joe’s Cafe uploaded high-quality images of their best-selling items and cozy interior, attracting visually driven customers.
  • Local Keywords: They integrated keywords like “best coffee shop in [city]” and “local cafe near me” into their profile.
  • Customer Reviews: Joe’s Cafe encouraged regulars to leave positive reviews. As a result, their rating went from 3.8 to 4.6 stars within six months.
  • Accurate Information: They kept updated information about their hours, location, and contact details.

How You Can Achieve Similar Results:

  • Set Up Your Google Business Profile: Ensure all your business information is accurate and up-to-date.
  • Optimize for Local SEO: Use relevant localized keywords and regularly update your profile with fresh content and images.
  • Encourage Reviews: Ask your happy customers to leave positive reviews and engage with them by responding promptly.
  • Consistency is Key: Keep your business information consistent across all online platforms build trust and improve search rankings.
Success Story

“A well-designed loyalty program creates emotional engagement and encourages long-term customer relationships.” – Julie Bornstein, former Chief Marketing Officer at Sephora.

Augmented Reality Experiences in Shopping

Augmented Reality (AR) in Retail

Augmented Reality (AR) is revolutionizing the shopping experience by allowing customers to visualize products in their surroundings, before making a purchase. This technology provides several benefits:

Benefits of AR in Shopping

Enhanced Visualization:

  • For example, furniture store shoppers can see how a couch will look in their living room.
  • Example: Beauty stores use AR mirrors for virtual makeup try-ons.

Increased Confidence:

  • AR reduces buyer’s remorse by helping customers make informed decisions.
  • For instance, customers can try before they buy, boosting their confidence in their purchases.

Improved Engagement:

  • Interactive AR experiences make shopping more engaging and fun.
  • Example: Customers spend more time in-store exploring AR features.

How AR Will Transform Shopping

  • Personalized Shopping: AR tailors the shopping experience to individual preferences and needs.
  • Seamless Integration: Future AR advancements will integrate more seamlessly with everyday shopping.
  • Reduced Returns: Accurate product visualization decreases the likelihood of returns.

Augmented Reality is set to transform retail, making shopping more immersive, personalized, and satisfying. Embrace AR to stay ahead in the retail game.

Store clerk assisting a customer.

Personalized Interactions: The Human Touch

Online shopping might be convenient, but let’s face it, it lacks the personal touch. Have you ever had a chatbot that understood your needs? Probably not. This is where brick-and-mortar stores can excel.

Personalized customer service is one of the biggest advantages that physical stores have over their digital counterparts.

Benefits of Personalized Interactions in Physical Stores:

Building Relationships:

  • For instance, a friendly conversation with a knowledgeable staff member can turn a one-time visitor into a loyal customer. This personal touch builds relationships that are hard to replicate online.
  • Example: The Apple Store’s Genius Bar offers personalized tech support, creating a customer experience that drives loyalty and trust.

Understanding Customer Needs:

For example, staff can see and respond to body language, tone of voice, and other non-verbal cues to better understand customer needs and preferences.

Clothing store employees can suggest outfits based on a customer’s style and feedback, something an online algorithm struggles with.

Providing Immediate Assistance:

  • Physical stores can offer instant support and problem-solving, which leads to immediate satisfaction and sales.

Example:

  • Home Depot staff can help customers find the exact tools they need and even offer advice on how to use them, ensuring customers leave with everything required for their projects.
A customer picking up an online order in-store.

How to Enhance Personalized Interactions:

  1. Train Staff for Excellence:
  • Customer Service Training: Equip your team with skills to handle various customer situations, with empathy and efficiency.
  • Product Knowledge: Ensure staff are well-versed in the products and services offered so they can provide informed recommendations.

2. Leverage Technology for Personalization:

  • Customer Data Integration: Use CRM systems to keep track of customer preferences and purchase history to tailor interactions.
  • Mobile Apps: Develop apps that allow customers to schedule appointments, chat with staff, and receive personalized offers.

3. Create a Welcoming Environment:

  • Store Ambiance: Design your store to be inviting and comfortable, encouraging customers to stay longer and explore.
  • Personal Touches: Simple gestures like remembering a customer’s name or earlier purchases can significantly enhance their experience.


A bookstore hosting a community event with a local coffee shop.

4. Engage Through Events and Workshops:

  • Host Events: Organize in-store events or workshops to engage customers and build a community.
  • Interactive Demonstrations: Provide hands-on experiences where customers can try products before buying.

Real-World Example: Nordstrom’s Personalized Service

Nordstrom, a leading fashion retailer, has set a high standard for personalized customer service.

Here’s what they do:

  • Personal Stylists: Nordstrom offers personal stylists who give one-on-one fashion advice and help customers find the perfect outfits.
  • In-Store Tailoring: They provide complimentary in-store tailoring services, ensuring customers get a perfect fit.
  • Customer Loyalty: Nordstrom’s exceptional service has led to a strong customer loyalty base, with many shoppers returning for the personal attention they receive.

The Results:

  • Increased Customer Retention: High levels of personalized service have significantly increased customer retention rates.
  • Boost in Sales: Personalized interactions have led to higher average transaction values.
  • Brand Loyalty: Nordstrom’s reputation for outstanding customer service has solidified its brand loyalty.

How You Can Implement Similar Strategies:

  1. Hire and Train the Right Staff: Focus on hiring individuals who are knowledgeable but also passionate about customer service. Provide ongoing training to keep their skills sharp.
  2. Utilize Customer Feedback: Regularly gather and act on customer feedback to improve service quality and meet customer expectations.
  3. Implement Technology: Use technology to track customer preferences and enhance service personalization, such as using CRM tools.
  4. Create a Memorable In-Store Experience: Ensure your store offers an experience that makes customers feel valued and eager to return.
Loyalty Programs: Building Emotional Connections and Long-Term Loyalty

Real-World Success Stories

  • Starbucks Rewards: Starbucks has created one of the most successful loyalty programs. Members earn “stars” for each purchase, which can be redeemed for free drinks, food, and exclusive offers. This program incentivizes return visits and enhances customer satisfaction by making members feel valued and appreciated.
  • Sephora Beauty Insider: Sephora’s loyalty program offers customers points for purchases that can be exchanged for beauty products, exclusive events, and early access to new releases. This program builds a strong emotional connection by making customers feel like insiders and special members of the beauty tribe.

Psychological Impact

  • Sense of Belonging: Loyalty programs give customers a feeling of belonging to a special group, which enhances their emotional connection to the brand.
  • Reward and Motivation: Rewards motivate customers to choose their business over competitors.
  • Value and Appreciation: Regular rewards and exclusive offers make customers feel valued and appreciated, increasing their loyalty.

Example Implementation

Imagine a local coffee shop offering a rewards program where customers earn points for each purchase, leading to free drinks or exclusive offers.

This also encourages repeat visits but also makes customers feel important and welcome. Over time, this nurtures a stronger bond between the customer and the brand, turning occasional visitors into loyal patrons.

Incorporating loyalty programs can transform customer relationships, promoting long-term engagement and recurring business.

Start implementing a loyalty program today and watch your business thrive by building deeper emotional connections with your customers.

Contactless and Seamless Checkout

Contactless payment systems have been a massive advantage for online shopping.

However, brick-and-mortar stores are competing with, or even surpassing this convenience.

Here’s how:

Benefits of Contactless and Seamless Checkout

Speed and Efficiency:

  • For instance, RFID tags and mobile payments enable quick transactions, reducing wait times.
  • Example: Intelligent carts automatically scan items and complete transactions, cutting the need for clerked checkouts.

Enhanced Customer Experience:

  • For example, Amazon Go stores allow customers to walk out with their items, and their accounts are charged automatically.
  • This reduces long lines and enhances the overall shopping experience.

Safety and Convenience: 

  • Contactless payments minimize physical contact, promoting safety, especially in health-conscious times.
  • Example: Mobile payments offer a quick and hygienic way to pay.

How Brick and Mortar Marketing Tactics Are Competing

Advanced Technology Integration:

  • Stores are adopting advanced technologies like RFID and intelligent carts to streamline checkout.
  • Example: Retailers are using mobile apps for payments and personalized shopping experiences.

Frictionless Checkout:

  • The focus is on making the checkout process as seamless as possible, rivaling the ease of online shopping.
  • For instance, self-checkout kiosks and contactless payment options are becoming standard.

Real-World Examples

  • Amazon Go: Customers can grab items and leave, with charges automatically applied to their Amazon accounts.
  • Walmart: Mobile payment options and self-checkout stations enhance the in-store experience.
CUSTOMER USING CONTACTLESS AND  SEAMLESS CHECKOUT

When brick-and-mortar owners embrace contactless and seamless checkout systems, they enhance convenience, speed up transactions, and improve customer satisfaction.

This integration of technology not only competes with but also often surpasses the convenience of online shopping.

Sources:

Think with Google

HubSpot:

Success Story

Starbucks Rewards:

“Loyalty programs are more than just rewarding repeat purchases. They build a community around your brand, making customers feel like they belong.” – Howard Schultz, former CEO of Starbucks.

Psychological Impact

Sense of Belonging:

  • “When customers feel they belong, they become loyal advocates for your brand.” – Kevin Johnson, CEO of Starbucks.
  • Loyalty programs give customers a feeling of belonging to a special group, enhancing their emotional connection to the brand.

Reward and Motivation:

  • The anticipation of rewards motivates customers to choose their business over competitors.

Value and Appreciation:

  • Regular rewards and exclusive offers make customers feel valued and appreciated, increasing their loyalty.

Conclusion:

BUSINESS OWNER- THINKING ABOUT BRICK AND MORTAR COMPARED TO ONLINE MARKETING TACTICS.

Unleashing Your Business Potential with Brick and Mortar Marketing

Wow, that was a lot to cover! We hope you’re feeling both informed and inspired.

It’s completely normal to feel a bit overwhelmed by all these strategies.

Maybe you’re thinking, “Can I compete with the big guys?”

You can!

As an entrepreneur, I know how crucial it is to stay competitive, and every tip, trick, or tactic puts us that much further ahead.

Brick and mortar marketing is your secret weapon to steal the digital show. Let’s take a moment to recap the incredible benefits:

Recap:

  • SEO Optimization: More foot traffic
  • Personalized Interactions: Human touch
  • Augmented Reality: Enhanced shopping experience
  • Seamless Checkout: Speed and convenience

Imagine seeing your local business bustling with customers, all because you used these powerful strategies.

 Personalized service, engaging AR experiences, and frictionless checkouts can transform your store into a customer magnet. You’re not just competing with online giants— yet you’re offering something uniquely valuable.

Remember, brick and mortar marketing isn’t just about keeping up; it’s about standing out.

By implementing these techniques, you’re setting your business up for sustained success and growth.

So, here’s a big cheer for you: You’ve got this!

Now it’s your turn!

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