Why Brick and Mortar Stores Still Matter in this Digital Age
Are physical bricks and mortar stores dead? They are not.
It’s safer to say that they’re undergoing an incredible metamorphosis and transforming into something else.
The role of brick and mortar stores remains important and as popular as ever. In this new era of online retailers, we can’t ignore the fact that small business owners continue to open brick-and-mortar stores.
If you need proof of this, look no further than Amazon. The world’s largest online retailer has opened up a traditional retail store in the middle of Manhattan. Even Target opened up their first Target Express store in their hometown market, Minneapolis.
Tables are turning. We can even see that more e-commerce stores are taking the old-school approach to how they do business. Small business owners don’t rely solely on e-commerce to maintain their market share. Business owners are merging their online and traditional street presence to provide a seamless customer experience both physically and across the web.
As a small business owner, it is vital to understand that physical, ecommerce and mobile platforms complement each other.
Here’s why.
Multisensory Customer Experiences
In a physical store, customers don’t just see the product—they feel it too and give them an authentic shopping experience.
Generally, people like to feel, hold and see products before making a purchase. They want to be able check their usability, wearability or durability before deciding whether or not they want to buy it.
Having this ability to interact with the product they want, like seeing how they look in that dress or hear how the guitar string sounds, removes any doubts they may have.
Nothing beats holding the product, feeling the material and checking those minute details—all of which can’t be done online. This direct contact brings a unique brand experience and increases repeat customers.
Strong Brand Relationships
Consumers go online to search for the best deals, read reviews and check prices. But they also want to get products fast and know what they’re paying for.
Customers also want more than a place to buy products. They want a destination where they can hangout, connect with the brand and establish rapport. Providing a unique in-store experience is not easy for online retailers who only interact via a digital screen.
This is why it is important that small business store owners continue to strategize and let customers experience a lifestyle and a sense of excitement every time they shop at their store.
Direct and Personal Customer Service
The more face to face and personal your customer service is, the better.
Think about this scenario: If you bought a dress for your child that didn’t fit well and wanted to exchange it, would you rather head back to the store and grab a replacement or return them through the mail and wait for the replacement item? Obviously, the first option is more convenient and effective.
Also, when encountering a problem, customers experience real hands-on service, from hearing the welcome greeting from the staff to having someone get your size to friendly sales staff answering questions and testing the item you purchased, etc. These are things that just don’t happen online.
Better Logistics
Physical stores have become a hub for customers and retailers. Successful retailers are not simply using their physical stores as a showroom or a place to purchase things but also as a storage and shipping center to support their online business. Having physical stores across the country can give you a place to potentially ship your items faster and more efficiently.
Customers can pick up purchases they made online or return items at store locations. This means less time and cost for the customers who are anxious to receive their items or ask for an exchange.
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