Bridging the in-store and digital footprint. Hi guys, I’m Syama Meagher, CEO of Scaling Retail. And if you have got a retail store, then this video is for you. You know, oftentimes when retailers start with a brick-and-mortar store, they sometimes forget their digital counterparts, and why is that? Well, I know you guys are really busy with monitoring inventory, sales associates, shipments, merchandising, and even just working with your customers and store, but guys, your digital footprint is so extremely valuable and important to driving sales, not just within your communities but also on a larger more national platform.
Let’s unpack a few key digital ways in which you can elevate your in-store presence.
Number one, Instagram. Of course, we all know Instagram is an amazing platform especially if you have an e-commerce site. But guys, do you realize that Instagram advertising also allows you to drive people to come in store. Instagram is a great way of being able to show the inside of your store, to show how you merchandise outfits. Remember, if you have a brick-and-mortar storefront, you have an experiential platform. And that means that everything that you’re doing inside of your store should be reflected and shown on that Instagram platform, so think of your company as a media company. Even though you just have space and you may not be selling e-commerce, you still need to be thinking about how you can push out that digital message and that digital platform as a media company.
Number two, Yelp. If you guys are not on Yelp and you’re not listed, then you’re not effectively making use of all the great things that Yelp has to offer brick-and-mortar stores. Not only does it give you the access to get reviews, etc., but you guys can also take advantage of hyperlocal advertising. So that means that you’ll have an ability to really get in front of your customer even if they are traveling to your neighborhood or traveling to your city.
And not to forget guys, Instagram is also a great way to do that. When you think about Instagram, you could also hyper-locate when you do advertising to people who are traveling to your city. You can even hyper-locate the people who are living in your city through strategic advertising. So remember to use these platforms in order to get not just the traveler and the visitor but also to be bridging the community to get them back into your space.
Next, we want to talk about signage. What’s so important about signage is that when you have great signage in your storefront, it should be really driving back to getting more people to engage. So that means guys, on your mirrors in your storefront have strategic hashtags. Make sure you have the signage up in your store, how people can engage with you in a more digital way. That means maybe encouraging people to take photographs of themselves in the outfits to tag your store when they are posting online because maybe you’ll give them 10% or 15% off their next purchase. Remember guys, the more you’re able to get the people in the store in order to create that digital footprint for you, the easier it’s going to be for you to take that footprint and then expand on it.
Remember what their reach is. Even if people are just posting locally on their Instagram channels just to their friends and family, they are still able to help reverberate your brand messaging. So it’s important to think about what that can look like as the platform gets larger and larger.
Next, we want to unpack events. Now, we might say to ourselves, “Well, how do events really play into my brick-and-mortar landscape?” Well your event should not only just be in-store, but you should be televising them on your YouTube platform. You should be allowing people to have an inside look at your store and at your space. Now, what’s so amazing these days is there are new technologies that are launching, and you’re going to start to see them in 2018, 2019 that are really bridging the in-store experience and taking it digital. They’re allowing and enabling small brick-and-mortar retailers to be able to sell through Skype-like interfaces but close the actual sale through an e-commerce integration.
Now, how amazing is that? This gives you the ability to actually service people in other countries, service people outside of your local markets, and be able to actually close the sale from your existing inventory platform. So really do take advantage of the new technologies that are on the horizon.
Now lastly guys, when it comes to creating that digital footprint and bringing it back in-store, we really need to think about how you’re strategically using POS and discounts. I personally love, on Yelp, you can offer people strategic discounts for people who only access Yelp on mobile versus accessing Yelp on a desktop interface, and what I love about that is you can really leverage the power of now.
One more thing, guys, before we sign off. When you do have people in your store, it’s really important to understand who they are and their customer lifetime cycle. How often do they shop with you? Make sure you get their email addresses because if you are able to have a strong newsletter acquisition from just the people in store, guess what, we can then take that information, and flip it out there, and do some great Facebook advertising using lookalike audiences, and targeting those very same people and other people with similar cohorts and attributes.
All right guys, thank you so much for watching. I’m really excited to see how you do in-store activations to drive a digital footprint. And remember guys, we didn’t talk about having any commerce platform, right? We just simply talked about the ways in which digital could really enhance the in-store experience. The next level, of course is launching an e-commerce marketplace, right, launching a more robust website. And when you’re ready to take those merchandising steps and take that e-commerce direction, please email us at firstname.lastname@example.org. We are your trusted resources and advisers for launching and scaling your brick-and-mortar store. All right guys, talk to you soon. Follow us Instagram, Facebook, Twitter, we are where you are. Bye.
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