With tariffs increasing pricing on select industries and items, this could influence consumers to revisit brick-and-mortar stores for the best possible deals while also avoiding delivery fees. This is a great opportunity for both brands and consumers to enhance in-store promotions and campaigns by incorporating a strong initiative that also incorporates impulse buys into the marketing mix.
“When we are purchasing things, it isn’t just about buying the goods, but buying the benefit,” says University of Utah professor Tamara Masters. “And part of that benefit is a feeling of happiness.”
What does the future look like for retailers? They will offer more personalized experiences to keep shoppers spending more time and money in-store. High-touch interactions can bolster the bottom line by enhancing the customer experience. Connecting the offline experience to the online experience can be challenging but worth the reward.
“Consumers are 50 percent more likely to make a purchase when an item is brought to them, and they feel more cared about and welcomed,” Masters says. “People are expecting it now, and they want it and crave it. Individuals are always trying to find a happy place, feel more fulfilled, and be emotionally rewarded.”
Empowering customers to discover products in easy and fun ways drives retention, loyalty and return visits to your brand. Here are a few ways to drive more in-store foot traffic:
- Give customers reasons to show up. Today, digital is king. You have to give customers a specific reason to show up in-store — whether that’s hands-on workshops, events, trying it out in person or accessing exclusives. Customer service can be a unique selling proposition compared to an e-commerce experience.
- Provide in-store-only incentives. Maybe that great deal is only available at the store versus the special pricing many brands leverage to drive e-commerce traffic. Provide an incentive that can only be redeemed in-store. The incentive can be shared in an ad, eblast, on social media, or newsletter with the intention that they must come into the store to redeem it.
- Offer an in-store community. Creating a community of customers who share similar interests and passions can provide a way for customers to reconnect with each other and your brand. This can be done through workshops, classes or meetups held in stores. These events not only attract customers to the store, but they also create a sense of community and loyalty among attendees, which manifests on social media and more.
- Offer personalized customer service. Businesses can drive more foot traffic by providing personalized customer service, such as tailored styling, customized product recommendations, and exclusive perks through loyalty programs and in-store appointments. This personalized service creates a unique, high-value experience that sets the business apart from retailers, fostering stronger customer loyalty and encouraging repeat visits.
In today’s world of AI-driven marketing solutions, finding creative ways to entice customers to return to brick-and-mortar stores will strengthen your brand and bottom line. ●
Michele Cuthbert is CEO and creator at Baker Creative
