Brick and Mortar Retailers Should Embrace the Smartphone

Independent Retailers need to embrace the smartphone

What is showrooming?
People visiting and using a physical store as a showroom, so they can touch and feel the product, and then go away to  buy on-line.

I have heard this term over and over again by independent retailers who are using it as an excuse for their declining business. In reality, more people actually research on-line first and then go to purchase in-store.

Many independent retailers are scared of the smartphone and what they think that means for them and their business.  In actual fact, knowing that the smartphone is a permanent connection between the retailer and the consumer, they should be embracing it. Smartphones allow an exchange of feedback and conversation with each other.

5 Suggestions on how to use this knowledge to your advantage:

  1. People research product on-line first, so make sure your website is up to date with product information including features, specs and pricing.
  2. Since people look at dealer locators and where to buy product, make sure your website is optimized so that customers can find you in the first place.
  3. Have a newsletter signup bar on your website to help grow your database so that you can keep your customers informed about new arrivals and brand promotions.
  4. Keep your social media accounts up to date and make sure that you respond regularly to people who tweet/chat about you and their in-store experience.
  5. Make it easy for your customers to research product right in your store, with the use of tools such as QR codes and Blippar apps.

These are just a couple ideas that will help keep your customers coming back for more.

Check out these two articles from L2 INC for more insights:
1. Bringing Luxury Customer Service to Mobile
2. Retailers Mostly Fail at Mobile Checkout

 

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