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

 

Attention To Details Convert Consumers To Fans

I love when a brand takes the extra time to pay attention to the little details that allow a customer to continually make small discoveries about the brand. A brand should consider how they can make each consumer touch point a unique experience.

The online buying experience from storytelling through shopping cart checkout to the delivery should be memorable. BUT the brand experience should not stop there. What happens after Fed Ex drops off the package at your door?

A great example of the ongoing discovery is “Johnny Cupcakes“. I am not going to expand into the history of this lifestyle brand – I will let you explore the website and discover the story on your own.

First, the package was not your typical brown box, but a custom bag with fun illustrations. Once opened, the tissue paper was not only branded but expertly creased and folded. Inside the tissue was a “freshly sealed” bag ensuring that the product was not ruined during shipment. A couple stickers were tucked inside as a little extra gift.

Johnny Cupcake Delivery Packaging

Johnny Cupcake Delivery Packaging

The attention to detail though does not stop there. Check out the hangtag with retro design that emphasizes the bakery theme.

Johnny Cupcake Hangtag

Johnny Cupcake Hangtag

 

I absolutely love the use of the oven mitt and rolling pin to continue along the same theme. Bon Appetit!

Johnny Cupcake Neck Tags

Johnny Cupcake Neck Tags

There are so many more details, but I don’t want to ruin all the surprises that this one simple t-shirt holds.

At what point did I switch from being a customer to being a believer in the brand and becoming a serious fan?  The shipping bag had me intrigued. The hangtag had me wanting more. The oven mitt tag put me over the edge.

It doesn’t stop there…. check out Johnny Cupcake’s social media feeds to discover original content that speaks to their brand uniqueness!

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“Do more of what makes you happy!” __Johnny Cupcake