Integrating Marketing Efforts for Retail Locations and E-commerce

Some companies have physical stores for visiting customers and then they expand their realm to the digital world.

When the pandemic struck, a lot of businesses started to launch websites so that they could generate income in a tie when visiting stores was not an option.

A major concern is to successfully integrate physical locations and e-commerce so that it results in a seamless experience for customers.

Given below are tactics to successfully integrate marketing efforts for physical stores and e-commerce to enhance the overall experience of customers.

Offer Delivery Service to Customers in Physical Stores

In physical stores, customers are often seen lugging around many shopping bags. Offering a range of delivery options to them appears to be a thoughtful gesture.

They can enjoy the same convenience as online shoppers. They could also have gifts that they might purchase shipped directly to the recipient.

Post-Purchase Engagement

Most of the time marketing efforts aim to acquire new customers. Introducing new products, follow-up emails, and informing them about promotions can keep customers engaged.

Customers can also be sent post-purchase guides to show them how they can get the most of their purchase.

For instance, Patch sends post-purchase email to customers, to help them take care of their newly purchased plants. Asking customers for feedback can also help give the business a SEO boost. A lot of businesses ask customers for reviews after their purchase.

Use Incentives

Online marketing efforts can also be used to bring more offline footfall to the store. Anybody can have access to the website of a business, while only a limited number of people can visit a store.

In-store discounts can be offered to attract local customers to a store.

For a considerable number of customers, sensory qualities matter. Physical experience of products can be highlighted in websites to increase the number of customers walking through the door.

Seamless Experience

It is essential to maintain consistency between online and offline stores. The color scheme of the website and the store can be similar.

E-commerce layout can be aligned with visual merchandising. The goal is not to make customers move from one channel to another but to offer them seamless experience in any channel that they have access to. 

For instance, an online customer can pick up purchases from physical stores or return purchases there.

Build a Community

Loyalty programs can help to build communities around a business. People who shop at physical stores can use their earned discounts in online stores and the other way round.

Giving incentives to customers also helps to build relationships.

If a specific community is built around a business, customers can feel like they are part of an exclusive club. This will also increase the possibility of repeated purchases.

Loyalty programs and communities also enable a business to engage regularly with customers via emails. Customers in a community will also share their thoughts online and can be a trustworthy source for potential customers.

As Co-CEO at 5W Public RelationsDara Busch oversees 5W’s Consumer Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.