In the age of e-commerce, brick-and-mortar businesses face increased pressure to remain relevant and competitive. However, these businesses also have the unique advantage of being able to provide customers with an immersive in-store experience that cannot be replicated online.
To help businesses innovate and attract more customers to their retail stores, a panel of Young Entrepreneur Council members share their best customer experience tips.
What's one way a brick-and-mortar business can transform its in-store experience to attract more customers?
1. Offer a white-glove experience
Being a predominantly e-commerce bike retailer, we operate with the mentality of a "white-glove experience" for our customers. This translates into an in-store experience where customers can demo a high-end bike before they make a purchase, which may happen online at a later date. Also, our showrooms have a minimal aesthetic, which demonstrates our sole focus on high-end bikes. —Jeff Cayley, Worldwide Cyclery
2. Gamify the in-store experience
Utilizing emerging technology, such as virtual and augmented reality, and providing support through mobile devices will certainly boost a store’s foot traffic, which will lead to an increase in customer sales. Gamification of the in-store experiences is also important as it can create brand engagement and build loyalty. —Jordan Edelson, Appetizer Mobile LLC
3. Make shopping more comfortable
Avoid what makes physical store interactions so uncomfortable. For example, train your sales staff to avoid being pushy. Make sure that your customers feel comfortable and respected when they enter, and allow them to explore products and learn about them without the expectation to buy anything. This is something that they enjoy when shopping online—they don't feel compelled to buy stuff. —Blair Williams, MemberPress
4. Combine the physical and digital experience
Use the power of interactive product displays. Think about how we shop online: detailed product descriptions, reviews, comparison charts and multi-angle photos allow us to understand the product without ever having to touch it. Physical stores can boost product knowledge with in-house shopping events, which could combine special discounts, virtual reality tours, and trials on specific products. —Tonika Bruce, Lead Nicely, Inc.
5. Create a space for children
If your customers have kids, make the space kid-friendly and even consider child-care options so the adults can shop comfortably. IKEA does this with their furniture store. They have a place where parents can leave their kids for an hour while they shop. My dance studio, which is women-owned, -operated and only for women, also does this. It allows moms to dance and work out while their kids play. —Givelle Lamano, Oakland DUI Attorneys
6. Offer expert knowledge
A brick-and-mortar business can improve its in-store experience by offering expert knowledge that cannot be found online. This is achieved by training employees to become experts, providing expert advice and support to customers, and offering workshops and classes to enhance the in-store experience. This unique offering differentiates the business from online shopping and attracts customers to the store. —Kazi Mamun, Cansoft Technologies
7. Make shopping a social experience
One benefit brick-and-mortar stores have over e-commerce websites is face-to-face conversations. If you have a physical business, make sure you have employees readily available or at the entrance to talk to customers in case they have questions or concerns. People are far more likely to converse with your team and learn about your products or services in this situation. —Chris Christoff, MonsterInsights
8. Provide individualized sales services
One way you can wow customers through the in-store experience is by offering them personalized services. Have individual sales associates assist them in their buying journey. In doing so, train your staff to explain the features of the product, provide a detailed comparison between different options, offer custom product recommendations based on customer preferences, and more. —Thomas Griffin, OptinMonster
9. Invest in and train your front-line team
The biggest advantage brick-and-mortar businesses have is their ability to communicate with their customers. To build a memorable and pleasant in-store experience, businesses need to invest in their front-line teams. Your associates should have the ability to connect with your customers in a memorable way. This means shifting from being a “salesperson” to being an expert, consultant, or even friend. —Candice Georgiadis, Digital Day
10. Offer limited-time discounts in stores only
One way a brick-and-mortar business can transform its in-store experience for customers is by offering exclusive, limited-time discounts and promos. You can promote these discounts online, through email campaigns, in social media advertisements, or even by surprising customers in-store. This strategy could help you compete with e-commerce by providing customers with an incentive to visit your store. —Andrew Munro, AffiliateWP
