How do you increase bricks and mortar sales with an omnichannel strategy?

Today, as consumers become more sophisticated and have access to a wider range of information sources, bricks and mortar retailers face new challenges. Traditional retail approaches are no longer sufficient to attract and retain customers. With rapid changes in consumer behaviour, an omnichannel strategy is becoming increasingly important, especially when it comes to increasing sales and boosting in-store conversions. So how do you integrate multiple communication and sales channels to support traditional sales? Let's take a closer look.

Table of contents

• What is an omnichannel strategy?
• How to increase sales in a bricks and mortar store?
• How do you increase conversion in a bricks and mortar store?
• Omnichannel: an innovative approach to boosting your bricks and mortar sales

What is an omnichannel strategy?

An omnichannel strategy involves synchronising different sales channels to create a consistent and harmonised shopping experience for customers. This means that customers can move freely between different shopping channels, such as visiting a store, shopping online or using a mobile app. The most important aspect of this strategy is to ensure that customers have access to the same information, offers and level of service regardless of the channel they choose. As a result, a properly implemented omnichannel strategy increases customer satisfaction and brand loyalty.

How to increase sales in a bricks and mortar store?

1. Integrate sales channels

To effectively increase sales in a bricks-and-mortar store, it is necessary to combine online and offline activities. Customers should be able to check product availability in-store via the website or mobile app. It is also worth enabling online ordering with in-store pickup. These types of activities make shopping more convenient for customers and increase the likelihood of completing the transaction.

Read also: Omnichannel in practice - how to combine activities in online and offline channels

2. personalised offers

By analysing purchase data and customer behaviour patterns, personalised offers can be created to effectively increase in-store conversions. Personalisation makes customers feel noticed and valued, which influences their purchasing decisions. You can implement this strategy through loyalty programmes that offer personalised discounts, promotions or access to exclusive products.

3. Staff training

Increasing sales effectiveness in a bricks-and-mortar store also requires well-trained staff. Staff should be aware of the omnichannel strategy and be familiar with its principles. Training should include principles of customer service, the ability to engage customers across channels, and knowledge of products available both in-store and online. Highly skilled staff will certainly help increase in-store conversions.

How do you increase conversion in a bricks and mortar store?

1. Use technology

Technology plays an important role in increasing sales and conversions. Solutions such as information kiosks and mobile apps can significantly increase customer engagement in physical stores. These technologies allow customers to quickly compare prices, check availability and even take advantage of promotional offers. This empowers customers to make informed purchasing decisions, resulting in higher conversion rates.

2. Local marketing

Effective local marketing can significantly boost a bricks-and-mortar store's sales. It is worth investing in advertising campaigns that target the local community, such as promotions, discounts or themed events. Properly structured social media advertising and geo-targeting will increase the visibility of the store and drive customers directly to the point of sale.

Find out how you can unlock the potential of marketing automation in your bricks-and-mortar business: In-Store

3. promotions and events

Organising promotions and themed events in your bricks and mortar store is a great way to engage customers. This can increase footfall and encourage purchases. Consider organising open days, workshops, product tastings or loyalty programmes. These events increase customer engagement and provide a personal connection to the brand, which can lead to higher conversions.

Omnichannel: an innovative approach to boosting your bricks and mortar sales

Managing bricks-and-mortar sales requires an innovative approach, and an omnichannel strategy can help. By integrating sales channels, personalised offers, technology and effective marketing campaigns, it is possible to boost sales and increase conversion in the bricks-and-mortar store. It's worth investing in staff training and organising engaging events to attract customers to the point of sale. In an ever-changing market, the ability to adapt flexibly to consumer needs is essential to achieving satisfactory sales results.