How bringing customers back in store secures the future of your retail brand
Bridging online and in-store creates an optimal shopping journey and maximizes customer loyalty
Omnichannel retail is becoming increasingly important in the post-pandemic era; but we now know that it is not enough for brands to focus on just one channel or the other. By creating meaningful experiences both in-person and online, companies can capitalize on both channels while strengthening customer loyalty and relationships. From clicks to bricks, businesses must ensure they are engaging consumers across all stages of their journey.
Shopping in-person and online must operate in tandem to provide the customer with a holistic shopping experience. Brands are trying harder to connect their physical stores with their online companions to provide customers a deep, seamless connection, whether that means going from initial research online to trialing the product in-store, or going from an in-store browse to an online purchase finished up three days later.
In-person store activations and events have been shown to be incredibly effective in driving activity in-store. According to a Mood Media study, consumers enjoy in-store events; Elevate has found that investment into activations can increase sales by up to 427%; and a consumer study conducted by the Lion'esque Group revealed that although few people prefer to purchase solely online, 65% still like or wish to shop in stores.
In short, physical locations still play a crucial part in fostering customer relationships. Brands that give customers a reason to get off the sofa and into their store will ultimately unlock an advantage over their competitors.
Brands shine when focusing on in-person connection with their customers
One of the most important advantages of creating experiences and motivation to visit the physical store is the opportunity to create personal connections with customers. The digital world can seem impersonal and disconnected, while a physical store can be a refreshing alternative where customers can interact directly with salespeople, and begin to feel the brand's world and values.
Having a physical presence gives businesses the opportunity to stand out in an increasingly crowded digital marketplace. With the right marketing strategies, smaller businesses and newer e-commerce sites reach audiences without the big footprint that traditional retail requires. But the connection is left being subscribed to email lists. Leveraging a real-world presence helps brands who have invested in them differentiate themselves from competitors, while establishing themselves among consumers.
Physical locations are uniquely placed to provide far more than just online or in-person product fulfillment. Stores often host exciting events such as DJ sets, influencers, and special guests which foster customer loyalty and inspire repeat visits from their guests. In an era when a dollar buys less and less, the average shopper values a memorable experience over product alone.
A customer gets more than a product when they can spend hours browsing, trying on clothes, and engaging with memorable features of a store - they have a genuine experience. As Bobby Marhamat, CEO of Raydiant says:
“When a store offers something new and exciting, such as Charlotte Tilbury's GIF Booth, which turns customer images into window displays, the sense of experience and value is only enhanced.”
According to a recent EventTrack research survey, an impressive 40% of consumers have experienced greater brand loyalty after participating in a brand experience or interaction and 91% are more likely to purchase the corresponding product or service.
Events and experiences are the most successful tactics for driving in-store traffic
According to the Vericast Report of 2022, consumers want to be "wowed" both online and in-store. Certain brands are leading the way in showing how they can use their stores to accomplish just that.
Gibson, the renowned guitar brand, recently opened its 8,000-square-foot flagship store in Nashville, aptly named Gibson Garage. At this interactive space, guests are invited to engage with their musical passions in a variety of ways - they can test out different guitars to better understand their properties, learn how to play or further develop their skills, become acquainted with the brand’s rich history, witness live performances, or even customize their own Gibson guitars.
Another approach leans on the simple connections between people that make events so special, especially when combined with something as emotive as music. Music is one of the easiest, most immediate ways to add an experiential side to your store, energize your brand, and help to draw customers in. Apple, for example, recently opened a flagship store in San Francisco that offers customers the enticing experience of a forum-style courtyard which hosts concerts.
Even without high-tech flagships or intimate concert spaces, utilizing a DJ in-store is the high-impact, cost-effective strategy available to all brands to spark a jump in customer experience.
A DJ brings an energy and human presence that cannot be replicated with pre-recorded tracks, not only providing a better environment, but also forging an emotional connection between customers and your brand in real-time.
Scratch Event DJs has worked with retail brands for over 2 decades to provide turnkey solutions for DJ entertainment. The company utilizes its expertise and unrivaled professional DJ network to produce scalable, reliable, cost-efficient experiences that create buzz and excitement, and that intuitively deliver on your needs.
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