The question we asked our interviewees is – What does it take to thrive and be a successful brick-and-mortar business in the digital age?
You can read their full answer bellow
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Rodrigo Afanado
Title: Founder
Company: Asheville Cash Buyers
Linkedin: NA
Brick-and-mortar stores can only be successful if they consistently provide excellent customer service. This includes providing clients with distinctive experiences that they wouldn’t have when buying online, including in-store only items, invitations to interesting events, or benefits that make shopping easier for the customer. Offering exclusive discounts for pick-up or in-store orders could also boost the volume of sales that can help a brick-and-mortar store succeed.
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Robert Warner
Title: Head of Marketing
Company: VirtualValley
Linkedin: https://www.linkedin.com/in/robewarner/
Ecommerce, in my opinion, goes where your customers are. While making business with you more convenient, this also gives you the opportunity to build a more tailored experience for your customers. In addition, you may improve the consumer experience by offering a variety of options. In-store pick-up (BOPIS) or home delivery are options for customers who prefer to buy online and pick up in-store. They can order via their smartphones and tablets. Allowing customers to return items in person can save you money on return shipping. As a result, you will be able to reach a wider range of potential clients and demographics by making your business available online.
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Abdul Saboor
Title: Full Stack Developer
Company: The Stock Dork
Linkedin: https://www.linkedin.com/in/abdul-saboor-049247166/
Make Yourself Easily Accessible.
In my opinion, the days of brick-and-mortar stores being able to exist entirely offline are over. Retailers must embrace multi-channel selling in order to stay competitive, and the most successful companies make sure they are accessible to their clients via any channel they choose. It’s easier than ever to open an online store and let customers browse and compare the things you sell with those of your competition. Millennial customers said they did their research online before buying in-store. You’re catering to web-savvy customers if you have an eCommerce component to your business. Customers don’t have to wait for shipment and delivery when they shop at a brick-and-mortar business. The importance of mobile friendliness cannot be overstated. Smartphones are preferred by more than half of Millennials when it comes to making purchases. Mobile and omnichannel strategies should be a top priority for companies in 2022, when nearly all the world’s population will own smartphones.
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Brady McAninch
Title: Founder & Chief Executive Officer
Company: HM-Attorneys
Linkedin: https://www.linkedin.com/company/hipskind-&-mcaninch-llc/
The sales force should be given top importance.
I feel that we are all social creatures by nature. It is enjoyable to interact with people, receive individualized guidance, and receive superior service. Internet firms cannot compete when it comes to putting a face to a brand and offering a personalized touch. Consequently, you should invest in the training of your sales staff, the individuals who will greet your customers, provide them with information, and make suggestions while delivering smooth, superior service. Never will artificial intelligence be able to entirely replace it. The retail industry’s approach to acquiring and retaining young customers is being altered by Millennials. When this information is readily accessible, the company’s history, the stories behind its products, and the likelihood of a millennial making a purchase increase. Investing in the future of your physical shop entails teaching your sales personnel about your brand’s beliefs, history, and items.
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Ellie Shippey
Title: E-commerce Growth Specialist
Company: EZContacts
Linkedin: https://www.linkedin.com/in/eleanor-shippey-6624a3203/
The COVID-19 pandemic, in my perspective, has highlighted the importance of e-commerce by forcing many traditional brick-and-mortar businesses to close for an extended period of time. The only option was to open an internet store. COVID-19 pushed up the urgency of creating an eCommerce-enabled website overnight, changing our regular business practices. A lack of consumers prevented us from conducting business at our stores. In order to continue selling to people across the country, we had to make the switch to selling online.
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Robert Smith
Title: Head of Marketing
Company: Psychometric Success
Linkedin: https://www.linkedin.com/in/robert-smith-a90b4151
Customize Your Shopping Experience.
When it comes to retaining customers in brick and mortar establishments, individualized experiences are the key, according to one expert. Customized shopping experiences and personal shopper services are two options. Another approach is to focus on a specific group of customers and create a store that caters to their needs. Bonobos, a firm that only began selling men’s clothing online in 2007, is one example of a brand that has found success in this space. The company launched Guide Shop, a brick-and-mortar shopping experience in chosen cities around the United States, in order to expand its business and attract new customers. Because of this, customers were able to shop at Guide Shops, but they would not be able to walk out with any purchases. Rather, after the apparel had been tried on and selected, online purchases were placed for delivery to the customer’s home. His findings corroborated those of the brand’s own study, which found that while men enjoyed shopping, they preferred not to do so with shopping bags in hand. As a result, store employees were freed up to focus on providing an excellent customer experience rather than managing inventories.
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Travis Lindemoen
Title: Managing Director
Company: Nexus IT Group
Linkedin: https://www.linkedin.com/in/travisnexusitgroup/
As a long-term plan, I believe that online sales are the best option because they allow the brand to reach a far larger audience than would otherwise be possible. Online purchasing is becoming more and more popular among consumers. e-Marketer predicts that e-commerce sales will grow 28% in 2020, despite a difficult year for retail in general. According to their projections for 2021, the global eCommerce market is expected to rise by 14%. It’s possible to increase sales and reach by combining online and offline retail activities in your business plan. A backup strategy in case your clients can’t buy on one particular channel, or an additional source of money for your existing stores. In addition to establishing an online store, it is necessary to integrate it into your whole retail strategy. Providing a seamless, frictionless experience across channels can give you a competitive edge as people purchase more omnichannel than ever before.
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Mark Valderrama
Title: CEO & Founder
Company: Aquarium Store Depot
Linkedin: https://www.linkedin.com/in/markvalderrama/
According to my opinion, With a point of sale (POS) system, you can bring the power of technology to your shop. It may appear intimidating, but it is actually quite simple to use and may quickly improve your game. POS card readers, such as Shopify’s, reduce client wait times in-store and online. These systems may be utilized on the go to sell anywhere, linking your physical business and internet sales in one location. It makes no difference whether you’re selling at a marketplace, a pop-up, on the street, or in-store. This digital capability not only looks sophisticated and professional, but it also helps keep your clients pleased by allowing you to accept card payments instantly and wherever you are. Furthermore, it connects retail and online sales and inventory. It’s entirely administered through mobile device, which means more efficiency and less tedious admin.
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Jake Dickson
Title: Certified Personal Trainer
Company: BarBend
Linkedin: https://www.linkedin.com/company/barbend
Learn the Basics of Online Shopping
If business is slow or you’ve had to close, I would suggest putting in as much time as possible learning about e-commerce. Just get started learning about Etsy, eBay, Amazon, Shopify, and Walmart.com. They’re all there waiting for you to discover them. Take control of your product listings by establishing a “private label” brand and selling your products under that name. Don’t wait until you’re in trouble to start preparing for the future. In order to find the best possible market for your items, you should test as many as possible and grow your business incrementally as your experience grows. Don’t wait, however; get to work right away.
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Josh Pelletier
Title: Chief Marketing Officer
Company: BarBend
Linkedin: https://www.linkedin.com/in/jpelletiercreative
Create Stores That Provide a Unique Shopping Experience
Brick-and-mortar businesses need to offer far more than just “things,” according to my opinion as an expert. When it comes to shopping, customers are looking for an experience that goes beyond the typical retail environment. Many prominent retailers are now providing free workshops and classes to their customers. Lululemon and Nike, for example, provide running, yoga, and fitness classes at specific locations in order to increase customer knowledge and devotion to the companies’ brands. For Millennial clients, Urban Outfitters recently started opening bars and eateries in a number of its stores. There are cooking classes available at Williams-Sonoma, and bookstores often draw in consumers by hosting author readings and book signings at their locations. Customers are more likely to visit your business if you set up a pop-up shop where they can get a unique experience that they can’t get anywhere else. Approximately $10 billion in sales were generated by these transient, short-term retail events. Pop-ups have become a popular tool for major retailers like Nordstrom, Amazon, and Best Buy to promote their brands and bring in new customers. The ability to experiment with new revenue streams and cultivate ties with other local businesses is one of the many benefits of holding a pop-up shop at your brick-and-mortar location for your customers. Consider collaborating with a firm that sells complimentary products or items that have a similar aesthetic to yours. As a business, it’s time to think beyond the standard sale and begin providing clients with memorable, immersive experiences.
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Kenny Kline
Title: President & Financial Lead
Company: BarBend
Linkedin: https://www.linkedin.com/in/kennykline/
Focus on the channels where your clients are, in my view. Facebook is the most popular, but if few of your consumers use it, try another. LinkedIn is ideal for reaching out to a corporate audience, whereas Instagram is ideal for sharing photographs. Don’t forget to vary your social media posts. To engage with their audience, the top businesses employ video and stunning visual graphics. Choose your channel and publish often and consistently, and don’t forget to respond to inquiries and comments.
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Alex Savy
Title: CO-FOUNDER & EDITOR-IN-CHIEF
Company: Comfy North
Linkedin: https://www.linkedin.com/in/alex-savy-68681354/
As a specialist in this field, I would like to contribute. The convenience of shopping in your pyjamas while lounging on the couch is unmatched. However, successful brick-and-mortar store owners are also aware that this scenario has a fatal flaw: customer service. Customers visit your store seeking a particular shopping experience. Those who provide it will generate customer loyalty. Some companies provide expert information. Consider classes in do-it-yourself home repairs at Home Depot or cooking demonstrations at specialty cookware stores. At Sephora, employees are trained to match customers with the ideal foundation shade or skincare formula. Other stores create an exceptional customer experience through events. Commonly, bookstores host readings where readers can meet their favorite authors in person and have their books signed. In celebration of its fifth anniversary, specialty home goods retailer Salt & Sundry will host a series of pop-up events. Evaluate your customer base to determine which experiences will attract them to your establishment.
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Jeff Moore
Title: CEO & Founder
Company: EverydayPower
Linkedin: https://www.linkedin.com/in/jeffreyimoore/
Selling online, regardless of the sort of business you operate, is an excellent approach to create another cash stream in my opinion. To get started, you’ll need an easy-to-use and functional website, as well as a social networking presence linked to a visually appealing online store. If you don’t have anything acceptable to sell online, build something. It’s not the end of the world if you can’t sell your stuff online. Even if your website is only for information, you may still provide something like an e-book download to assist potential clients, or an appealing offer in return for prospect information. It ultimately boils down to giving something in exchange for knowledge or sales.
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Kathryn Smithson
Title: Chief Marketing Officer
Company: PathSocial
Linkedin: https://www.linkedin.com/in/kathryn-smithson-2338a91ba
Create unique retail stores
According to my opinion as an expert, brick-and-mortar enterprises must offer more than “stuff.” Customers want more than the standard shopping experience. Many retailers provide free courses and classes. Lululemon and Nike provide running, yoga, and fitness classes to build brand loyalty. Urban Outfitters opened bars and restaurants in certain stores for Millennials. Williams-Sonoma offers cooking classes, and bookshops provide literary readings and signings. Pop-up shops that offer a unique experience can attract more customers to your brand. These temporary retail events earned $10 billion. Nordstrom, Amazon, and Best Buy use pop-ups to promote their brands and attract new customers. Pop-up shops allow you to test new revenue streams and build relationships with other local businesses. Consider partnering with a company that sells complementary or comparable products. As a business, it’s time to offer memorable, immersive experiences to customers.
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Eric McGee
Title: Senior Network Engineer
Company: TRG Datacenters
Linkedin: https://www.linkedin.com/in/trgdatacenters/
As an expert in this field, I’d like to offer that brick-and-mortar retailers can replicate the allure of their stores online. In addition to your website, your social media presence is your most powerful online asset. Particularly Millennials are eager to connect with their favorite brands on social media. Additionally, they utilize social media extensively before making a purchase. Small businesses may have to perform a balancing act to achieve social media success. If you do not have a dedicated social media manager, it may be best to focus on the most popular customer-facing platforms. To gain a loyal following, post a mixture of informative and promotional content and respond to customer inquiries as soon as possible. Do not fear displaying your individuality. To reinforce your brand’s style and values, maintain the same tone online and in-store.
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Lachlan de Crespigny
Title: Co-Founder and Co-CEO
Company: Revelo
Linkedin: https://www.linkedin.com/in/lachlan-de-crespigny-14969942/
In my opinion, exceptional customer experiences involve all of the above, and it is this that will help set you apart from the competition and drive digital success. Everything you do should be as easy and straightforward for the consumer as possible. Making a purchase or connecting with your content should be as easy as possible. Any point of friction leads to an unpleasant experience and a loss of business. Focus on smoothly connecting your communication channels, making the digital purchasing experience quick and easy, ensuring your web design is clear and concise, and not leading your customers on a wild goose hunt to make a purchase.
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Edward Mellet
Title: Director
Company: WikiJob
Linkedin: https://uk.linkedin.com/in/edwardmellett
As an expert, I would say the Internet has given consumers more shopping control. Buyers expect to have convenient conversations with companies. Google says that most purchases start online, so it’s doubtful your customers will visit your storefront with queries. They’ll search online instead. Your website should let customers contact you easily. Your phone number, email, and contact form. We also recommend a full chat option that lets people contact you from any page so you can collect leads more effectively and communicate with them via text messaging. Engaging customers on social media creates two-way interaction before their in-store visit.
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Joe Troyer
Title: CEO & Head of Growth
Company: Digital Triggers
Linkedin: https://www.linkedin.com/in/joe-troyer-b0a9ba6/
As an expert in this field, I’d like to contribute: Online shopping is on the rise, but it doesn’t have to be your store’s biggest concern. In the first quarter of 2016, more than 92 percent of retail sales occurred offline. Here are three advantages your physical store can provide. There is a shipping delay of at least one day when shopping online, and typically more. In-store transactions can expedite the sales cycle. Adding value is trying on, tasting, touching, smelling, and seeing details that cannot be captured on a screen. Staff should be trained to provide customers with tactile and olfactory experiences that influence their purchase decisions.Customers may feel more confident if they know they can obtain a refund or exchange without having to return a package to an online retailer.
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Tim Davidson
Title: President
Company: Car Title Loan Lenders
Linkedin: https://www.linkedin.com/in/tim-davidson-03a06220b/
According to me, customers desire rapid responses in this instant-gratification age. In one year, customers’ email response expectations dropped from four to one hour. Experts should respond instantly. Many corporations offer 24/7/365 support because clients want them to be available at all times. Ensure you have a way to respond to all client feedback, including internet reviews. This method should state who must respond, when, and how. Your customers will always have a smooth relationship with you. Podium can help you arrange all your discussions so you never forget to respond.
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Alex Uriarte
Title: Personal Injury Attorney
Company: 1-800-Injured
Linkedin: https://www.linkedin.com/company/1-800-injured/about/
As an expert, I would advise encouraging people to visit your store to increase foot traffic. Mobile has the highest online shopping cart abandonment rates, even if you have a brick-and-mortar store. By luring clients to your business, you can use in-store marketing strategies like displays and showrooming to increase sales. Social media, email, and SMS marketing can be used to lure customers to your store. A clothing company may reply to a lead with an in-store offer.
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Jonathan Cusimano
Title: Head of FX
Company: STATRYS
Linkedin: https://twitter.com/statrys
Once a consumer comes at your store, their experience shouldn’t change, in my opinion. Your crew should be on the floor, ready to answer questions, help, and smile. Customers can easily request help with a button that alerts personnel. Some companies let in-store consumers live chat online. You can provide free Wi-Fi with a landing page that directs customers to your website, social media channel, or app with chat functions. To guarantee an effective retail experience, examine how team members may communicate on the floor. Avoid letting a customer wait at a cash register while you run to the stockroom.
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Robert Zeglinski
Title: Managing Editor & Researcher
Company: Breaking Muscle
Linkedin: https://www.linkedin.com/in/robert-zeglinski/
As a specialist in this field, I’d like to offer that the secret to Internet success is that you don’t need to conquer the global market to achieve success. In many instances, brick-and-mortar businesses can benefit from concentrating on their local community. Nearly three-quarters of local search users visit a store within 5 miles. The business’s address, phone number, and operating hours are the most important details for these users, so highlight them prominently. In less than fifteen minutes, you will receive a personalized product walkthrough. Observe the Pay Junction solution in use, Understand specifications and costs, Contrast Pay Junction with competing solutions
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Derek Bruce
Title: Operating Director
Company: Skills Training Group
Linkedin: https://www.linkedin.com/in/derek-bruce-b5762b44/
It’s all about providing a quality service. If you have a business that provides quality products or services, it doesn’t matter how many online & digital competitors try to cut in. At the end of the day, word of mouth and testimonials from customers and clients are all that matters for brick & mortar type businesses. Granted having an online presence helps a lot to gain exposure but that doesn’t mean it’s the only way.
Also having a product or service that can’t be replaced digitally will ensure your brick-and-mortar business still thrive in this digital age. If you have a service that can only be provided properly via in-person presence like ours (Ie: industrial or mechanical skills) & requires in-hand practice, it will ensure that people will come to you rather than the online & digital alternatives.
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Adam Wood
Title: Co-Founder
Company: RevenueGeeks
Linkedin: nill
Sell Online
In my opinion, By selling online, you can generate an additional income stream and increase exposure for your brick-and-mortar business, regardless of the nature of your firm. Your website and social media accounts should have links to your online store. Identify a convenient and popular item that can be packaged and sent, such as a premium coffee blend, an enticing dessert, or your own brand of salsa, if your primary products are food or beverages. Create a new product, if necessary, that is developed specifically for online sales. If you own a salon, consider selling skin and hair care items online. If you offer apparel, jewellery, or any other physical goods, you may ship nearly everything you sell in your store. This is more difficult for some organizations, but you can still find a solution if you’re inventive. Some dentists produce their own brand of mouthwash, for instance. Another option is to compose an e-book. Sell the physical copy in your store or office and the digital copy online.
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David Janssen
Title: CEO and Director
Company: VPNoverview
Linkedin: https://www.linkedin.com/in/davidjanssen1988/
Establish Multiple Locations Of Presence
I would say, that the opening of additional locations is a tried-and-true method of expansion for businesses like restaurants and retail stores. If you run a successful company, this is unquestionably something you should think about. There are, however, other options that are both simpler and less ambitious to consider. At places like farmer’s markets, block parties, and retail malls, set up stalls or booths to sell your wares. You have the opportunity to make sales of delicious goods using food trucks, which are very fashionable in many different localities. Even if you don’t have any products that you can sell through these outlets, you can still utilize them to spread information about your company.
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Sasha Quail
Title: Business Development Manager
Company: Claims UK
Consistency Is Essential
I believe that translation is the key to creating a positive image. As a result, from the moment a customer walks into your store, you want to establish a consistent message and image. Fortunately, there’s a solution in visual design and signs. Prioritize the importance of your store’s signage and be sure to translate it into your website as well, as this is one of the first things people notice. Think about how you want your company to be perceived while creating signage and selecting characteristic colors. As a result, people will be able to recognize your company’s logo right away. Make sure your storefront display is well-organized and rotates regularly to keep shoppers’ attention.
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Tyler Carey
Title: Founder
Company: Simple Solution Home Buyer
Linkedin: NA
“For new e-commerce site, major brick-and-mortar retailers can use their current logistics networks. Without a question, integrating online and physical sales portals is the key to operating a brick-and-click store successfully. In particular, inventory needs to be coordinated to avoid overselling or underselling.
A non-available item might unintentionally be sold if only one inventory is utilized, but if many inventories are used, an available item might unnecessarily sit in stock. The ideal option is typically to employ a single integrated point-of-sale (POS) system for both the online and physical components of the store. For accounting operations to be streamlined and made simple, an automated, real-time system that syncs inventory across all channels is required”
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Martin Lassen
Title: Founder & CEO
Company: GrammarHow
Linkedin: https://www.linkedin.com/in/martin-lassen-dam-8a291ba6/
Concentrate Website on Local Visitors
According to my opinion There are hundreds of thousands, if not millions, of results for virtually any Google search. The secret to Internet success is that you do not need to conquer the global market in order to achieve success. In many instances, brick-and-mortar businesses can benefit from concentrating on their local community. Nearly three-quarters of local search users visit a store within 5 miles. The business’s address, phone number, and operating hours are the most important details for these users, so highlight them prominently. Long-tail keywords are intelligent. You should optimize your website’s search engine optimization (SEO) not only to rank highly for your business name, but also for the local search phrases consumers use to find you.
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Scott O’Brien
Title: Head of Sales
Company: PPC Ad Lab
Linkedin: https://www.linkedin.com/in/scottaobrien/
Be there where your clients are (and reach out to new ones).
Wherever your customers go, e-commerce meets them. This not only makes it simpler for them to conduct business with you, but also allows you to build a tailored experience. In addition to offering a better consumer experience, you also present options. Customers can opt for home delivery or in-store pickup (BOPIS) based on their preferences and schedules. They are able to place orders using mobile devices. You can also offer in-person returns, which will reduce your return shipping costs. In addition, by being accessible to all Internet users, your business will be exposed to a greater number of potential consumers and demographics.
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Djon Ly
Title: Manager
Company: STATRYS
Linkedin: https://www.linkedin.com/in/djonly/
Offer Benefits Online Can’t
My opinion is that online shopping is on the rise, but it should not be your store’s biggest concern. In fact, more than of retail sales occurred offline during the first quarter. Here are three advantages your physical store can provide. There is a shipping delay of at least one day when shopping online, and typically more. In-store transactions can expedite the sales cycle. Adding value is trying on, tasting, touching, smelling, and seeing details that cannot be captured on a screen. Staff should be trained to provide customers with tactile and olfactory experiences that influence their purchase decisions. Customers may feel more confident if they know they can obtain a refund or exchange without having to return a package to an online retailer.
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Steve Elliott
Title: Franchise Owner
Company: Restoration1
Linkedin: https://www.linkedin.com/company/restoration-1-headquarters
Use one system for several channels.
Major brick-and-mortar retailers can employ their current logistics networks for their new e-commerce sites. Integration of online and offline sales portals is unquestionably the greatest obstacle to operating a brick-and-click store properly. In particular, inventory must be maintained in order to prevent overselling or underselling. If a single inventory is taken from, a non-available item may be sold inadvertently, but if different inventories are utilized, an available item may remain in stock unnecessarily. In general, the optimal strategy is to employ a single integrated point-of-sale (POS) system for both the online and physical components of the store. For accounting operations to be streamlined and simplified, there must be an automated, real-time system that synchronizes inventory across all channels.
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Nely Mihaylova
Title: Content Editor
Company: UNAGI Scooters
Linkedin: https://www.linkedin.com/in/nely-mihaylova/
Good Maintenance Is Always A Good Place To Begin.
It’s easy for business owners to overlook the importance of a well-maintained storefront. Making your store appear its best provides you with a good starting point, and it’s a good idea for even the most cash-strapped firms. Cleanliness and organization in the store are the first steps. Consumer Reports says that buyers value cleanliness in retail establishments highly. I believe that maintaining clean, fresh, and fully-stocked rest facilities as well as polished and cleaned floors and entrances is an important part of this effort. Don’t forget to inspect the building’s outside as well. Positive public perception is enhanced by well-maintained outside spaces, which provide clients with their initial impression of your organisation. As a result, customers enjoy well-maintained garages and a well-lit parking lot. As a result, customers have a more favorable impression of the company.
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Dan Close
Title: Founder & CEO
Company: We Buy Houses in Kentucky
Linkedin: https://www.linkedin.com/in/closedaniel/
Offers & Promotions.
In order to retain consumers, physical businesses must provide them with a worthwhile experience and engage in marketing methods to find a solution to their rapid mobility. Customer loyalty may be encouraged by offering attractive bargains, discounts on a wide selection of items, home delivery, and superior innovation initiatives. To guarantee that the client experience isn’t harmed throughout the digitization process, it’s important to integrate departments and educate employees.
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Kavin Patel
Title: Founder and CEO
Company: Convrrt
Linkedin: https://www.linkedin.com/in/kavinpatel
Continue to extend into new channels.
One tenet of transitioning from offline to online is that you are not limited to having a physical store and an online store. There are numerous channel opportunities to pursue in the online realm. The more you broaden your reach, the more potential clients you can reach. As with social media, it serves multiple functions: engaging with customers, conveying your brand’s story, and making it easy for customers to purchase your products (e.g., shopping on Instagram). There are numerous social media networks available, including Facebook, Instagram, Snapchat, Twitter, LinkedIn, TikTok, and Pinterest. The appropriate channel for your organization will depend on your target market. Remember that you should be present where your customers are.
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Adam Garcia
Title: owner of The Stock Dork
Company: The Stock Dork
Linkedin: https://www.linkedin.com/in/adam-garcia-thestockdork/
Improved client satisfaction:
Shoppers want choices, at the end of the day. If you want to increase customer happiness and build strong brand loyalty, you need to give your customers a wide range of options when it comes to how and where they connect with your products. Your customers will be more likely to use your brand because of the convenience of being able to purchase items and services both in person and online while still having a consistent brand identity. Who doesn’t want that?
In-Store Promotional Live Events:
Keeping your business solvent means offering in-store discounts and experiences that clients can’t find anywhere else, like exclusive events. In-store promotional events are a great opportunity for you to show off your creative side. Keep in mind the specific client profile while putting up promotional activities. What kind of people are you hoping to entice and what kinds of things do they like? If you want to improve brand exposure and traffic, for example, you might offer free drinks, swag, or other giveaways.
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Heather Dempsey
Title: Therapeutic Business Coach and Brick-and-Mortar business owner
Company: Heart Space Center
Linkedin: https://www.linkedin.com/in/heatherdempsey07/
After having a number of award-winning brick-and-mortar and online businesses over the last 25+ years and from coaching hundreds of other brick-and-mortar and virtual business owners I’ve identified the key elements to thrive and have a successful brick-and-mortar business in the digital age. These key elements might be simpler than you think:
To have a business that survives without needing to price gauge or work a billion hours and sacrifice your life in order to make it one needs to be committed to a few things:
1. Commitment to your own Inner work because what’s happening on the inside is what will manifest on the outside
2. Always be committed to the quality of service
3. Always be consistent or improving the quality of your product or services
4. Be committed to your skill, knowledge, and expertise in your niche/market
5. Establish your top values and top values of the business – share them
6. Hire the right team to fill the right roles – whose values align
7. Make sure you have a consistent company culture that aligns with your values as well
8. Always treat each interaction with a customer or client as if it is the time they are choosing whether they want to continue doing business with you.
In my experience, the price actually has the smallest influence – Their loyalty will be determined more by how they feel doing business with you.
Going back to the first element – Inner work. It was listed first because it is the most important. The subconscious inner workings and negative beliefs will be poked, scratched, shaken, and exposed, sabotaging even the greatest effort, the best plans, and perfect structure.
Subconscious programs/patterns/conditioning can cause perfectionism, procrastination, fear of rejection, fear of success, not feeling good enough, or worthy or the thought that you have to work hard for money, or money doesn’t grow on trees, etc. Once you properly address these all the way down to their place of origin, all the rest naturally falls into place allowing the business owner will thrive in Life, Business, and Beyond.
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Max Whiteside
Title: SEO and Content Lead
Company: Breaking Muscles
Linkedin: https://www.linkedin.com/in/maxwhiteside/
Bring digital technology to the store.
For some time, the emphasis in ecommerce has been on how to duplicate the offline buying experience online using augmented reality and movies so that customers feel as though they are seeing the products in person. Nonetheless, a growing trend involves bringing some of the benefits of internet shopping to the real world. Previously, in-store purchasing was considered an experience, whereas online shopping was viewed solely for its convenience. Now, we’re observing the opposite to be true: customers desire a streamlined in-store experience. For this purpose, retailers are using digital technology, such as digital displays that customers can interact with to locate items more quickly and contactless checkout. The latter acquired popularity in particular during the COVID-19 pandemic and the era of societal estrangement. Even if it’s as simple as investing in an integrated point-of-sale (POS) system, updating your physical business to create a more modern experience can facilitate both offline and online transactions.
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Liam Webster
Title: Managing Director
Company: Identify Digital
Linkedin: https://www.linkedin.com/in/liamwebsteridentify/
Create a Memorable Experience
My opinion is that shopping in your pajamas while lounging on the couch is the most convenient way to shop. However, successful brick-and-mortar store owners are also aware that this scenario has a fatal flaw: customer service. Customers visit your store seeking a particular shopping experience. Those who provide it will generate customer loyalty. Some companies provide expert information. Consider classes in do-it-yourself home repairs at Home Depot or cooking demonstrations at specialty cookware stores. At Sephora, employees are trained to match customers with the ideal foundation shade or skincare formula. Other stores create an exceptional customer experience through events. Commonly, bookstores host readings where readers can meet their favorite authors in person and have their books signed.
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Holly Cooper
Title: Content Manager & Planner
Company: LUCAS PRODUCTS & SERVICES
Linkedin: https://www.linkedin.com/in/holly-the-linkbuilder/
Improved client satisfaction:
Shoppers want choices, at the end of the day. If you want to increase customer happiness and build strong brand loyalty, you need to give your customers a wide range of options when it comes to how and where they connect with your products. Your customers will be more likely to use your brand because of the convenience of being able to purchase items and services both in person and online while still having a consistent brand identity. Who doesn’t want that?
In-Store Promotional Live Events:
Keeping your business solvent means offering in-store discounts and experiences that clients can’t find anywhere else, like exclusive events. In-store promotional events are a great opportunity for you to show off your creative side. Keep in mind the specific client profile while putting up promotional activities. What kind of people are you hoping to entice and what kinds of things do they like? If you want to improve brand exposure and traffic, for example, you might offer free drinks, swag, or other giveaways.
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Veronica Miller
Title: Growth Director
Company: VPNoverview
Linkedin: https://www.linkedin.com/company/vpnoverview
Combine offline and online experiences
Brick-and-mortar retailers can, in my opinion, recreate the atmosphere of their stores online. In addition to your website, your social media presence is your most powerful online asset. Particularly Millennials are eager to connect with their favorite brands on social media. Additionally, they utilize social media extensively before making a purchase. Small businesses may have to perform a balancing act to achieve social media success. If you do not have a dedicated social media manager, it may be best to focus on the most popular customer-facing platforms. To gain a loyal following, post a mixture of informative and promotional content and respond to customer inquiries as soon as possible. Do not fear displaying your individuality. To reinforce your brand’s style and values, maintain the same tone online and in-store.
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