RICS Software

Transcription

1 RICS Software

2 The Problem Showrooming It s becoming a widely accepted (though hated) part of owning a retail store. Showrooming is the act of visiting a brick and mortar location to research a product before buying it online. You take the time to get to know a customer and their needs and after 45 minutes, they purchase the product from a discount retailer online. It s an incredibly frustrating point for retailers, but an increased convenience for shoppers. And unfortunately, showrooming isn t going away. But how do you combat the evergrowing big box ecommerce sites? While the answer might not be simple, there are plenty of tactics that can make you stand out from the crowd and create repeat customers who would rather buy from you than online.

3 The Solution You may not be able to eliminate showrooming from your store completely, but there are tricks you can try out that will greatly reduce it! Check out a few ways that you can create a shopping experience for your customers that makes them WANT to buy from you.

4 In-Store Experience

5 In-Store Experience One way to ensure customers are purchasing from you directly is to create an in-store experience that they want to be a part of. When a customer loves a store because of what it offers them as a shopper, they re more likely to become a repeat customer. Upping your in-store experience will not only decrease showrooming, but it will also create repeat customers for your business. Focus on improving the three following areas to create a truly unique experience for shoppers. Amp up your technology Think of technology that can really engage your customers. Create an app to reach customers about the latest deals or put up TVs that display positive customer reviews around your store. Exceptional customer service Great customer service goes beyond just spending time with your customers while they re in your store. Consider sending out personalized gifts to your top 10 customers or offering curbside pick-up so customers can quickly pick up a purchase. Create a Community Be more than just a store front, create a community with your shoppers. Stores that offer a way for shoppers to connect with them outside of just purchasing products ensure they ve created loyal customers. Consider setting up happy hours for your customers or host workshops that are pertinent to the lifestyle you are promoting RICS Software

6 Be the Expert

7 Be the Expert Customers researching products, reviews, and even their uses is inevitable. Take advantage of the thirst for knowledge by offering up your knowledge about products. If you spend time talking with a customer about how often and why they should switch out their running shoes, you re not only educating them, but also showing them you understand the product that you re selling them. A few other ways to ensure customers are able to recognize you as the experts are: HIRE EMPLOYEES WHO ARE PASSIONATE ABOUT WHAT YOU RE SELLING Employees who love the products you are selling are more likely to have some form of knowledge about them and that will show when they re working with customers. TRAIN YOUR EMPLOYEES EXTENSIVELY ON PRODUCTS Even the most passionate salesperson might be unaware of the latest gadget and how it works. Ensure that your employees can talk with customers and make them feel comfortable purchasing from you. GO BEYOND PRODUCT KNOWLEDGE It s not enough to know about the products, you need to be able to discuss the topics and events that go with your products. If you re an outdoor retailer, offer up tips on items a first-time camper might need for their trip. Not only will this help educate your customers and position you as the expert, but it will also offer them a really great in-store experience. Creating an environment that makes them feel like they are being taken care of rather than sold to will help build the trust you need to create repeat customers RICS Software

8 Using Your Data

9 Using Your Data If you re using a POS and inventory management system that allows you to collect customer data, you have a wealth of information at your fingertips. Use your data to offer a personalized shopping experience to your customers. Shoppers like when they feel like you understand what their needs are and you can do that by using their shopping history. Tackle personalized marketing with your data by: SEGMENTING BASED ON PURCHASE Use purchase history to send out targeted s to customers who ve bought a certain brand when the latest products come out. If your data tells you that a customer always buys the latest New Balance running shoe, you want to make sure that every time a new model comes into your store, you re letting them know. RAMPING UP PERSONALIZATION Collecting customer data allows you to understand more about who s purchasing from you and create a personalized marketing experience. Use the information you collect about them to send them targeted deals, campaigns, and coupons. If you know someone s birthday is coming up, send them a coupon to use in their birthday month. Or, if you know a customer s son plays high school soccer, send out an campaign about this year s gear a month before the season starts. CREATING LOOKALIKE AUDIENCES Use the information you have from your customers to create a lookalike audience on Facebook to reach shoppers who you ve never interacted with before. Make sure you have a positive Facebook page before promoting it to a new audience by asking current customers to write reviews! This type of marketing shows you pay attention to your customers and they ll be more likely to interact with you because of it RICS Software

10 Launch a Website

11 Launch a website If you already have a website, you re ahead of the game! If not, it s time to consider setting yourself up online. In the world of showrooming, there s also another form that actually benefits you as a retailer. WEBROOMING: (noun) the act of researching products online and then purchasing them in-store. If you have your product availability and pricing online, customers are able to research products on your site rather than on a competitors. You may not be able to price match big box ecommerce sites, but showcasing your items online gives you an advantage they don t have. IN-THE-MOMENT PURCHASES The I want something now mentality is in full-swing. When a shopper is looking for a certain product, they may realize they want it now. Being able to see that you have products available, and what your price point is makes you a front-runner for selling a product to that customer. IN-STORE PICK UP Sometimes shipping costs, even your store s shipping costs, can derail a purchase from being made. By offering in-store pick up, shoppers can save money and time waiting for their new purchase. Showing that certain products are available in-store also gives shoppers the option to try things on before buying. IN-STORE RETURNS If someone does buy from your online site, it is smart to offer in-store return. Customers like the convenience of just bringing an item back into your store rather than lose more money on shipping it back. In-store returns also means your customers have the opportunity to shop around your store and might end up spending more money RICS Software

12 You may not be able to completely stop showrooming from happening in your store, but you can take the steps to reduce it. When you take the time to create an educational in-store experience that wows customers, personalize your marketing strategy, and offer a way to research products online you may be surprised at how many shoppers will chose you over big box ecommerce sites. ricssoftware.com RICS Software