Brick-and-mortar is here to stay

The future of retail is not a competition between online and brick-and-mortar shopping, it is a powerful combination of both. Without brick-and-mortar, e-commerce would face serious volatility as the industry transforms. Brands can leverage both channels to fulfil every need of their customers, improving brand image and increasing sales.??

In-store shopping allows companies to grow brand visibility, give customers an immersive and emotion-filled experience, provide excellent service and convince customers of the quality of their products. Reports from eMarketer show that the US has seen a 6.3% increase in in-store shopping, and Australia is likely to follow.?

By harnessing the power of brick-and-mortar with e-commerce, brands can centre the customer journey in everything they do. Think With Google research found that 70% of shoppers valued being able to buy a product in-store and 74% appreciated using online sources to find information about stores.??

Here are the ways brick-and-mortar contributes to a successful omnichannel approach:???

1. Click and Collect: boost your bottom line by meeting customer needs.?As our postal services become overwhelmed and customers demand instantaneous satisfaction, adopting a click and collect model is a valuable service for brands to leverage. Not only does this model attend to customers’ urgent need for products, but it gives brands the opportunity to merge a positive online experience with powerful in-store brand messaging. McKinsey and Co reported that 56% of shoppers will continue using click and collect after the pandemic increased its popularity. With quicker service and no shipping fees, customers appreciate the option of a click and collect service.?
2. Using online information to power in-store experiences.?Many shoppers research store-related information online before heading in-store. This includes opening times, store locations, product ranges and promotions. Brands can use online resources to influence customers’ in-store shopping experience and enhance the service and sales of the in-store team. Brands should be open to promoting brick-and-mortar information online as it can reaffirm a customer’s desire to head in-store.??
3. ?Streamline fulfillment with storefronts, warehouses and distribution centres.?Handler Property’s Managing Director, Nick Kelly, can advocate for the opportunities retail spaces present brands when it comes to fulfillment: “Our retail spaces allow brands to deliver engaging in-store experiences, whilst simultaneously managing their inventory for both online and in-store sales.” Investing in retail spaces means brands can better manage their distribution and offer customers a more seamless experience, both online and in-store.???
4. Alleviate purchasing hesitation with brick-and-mortar.??Many consumers demonstrate a level of distrust for brands that are exclusively online. There should be no underestimation of the importance of visibility when it comes to empowering customer purchases. Physical stores provide customers with a sense of security as they can get advice from the in-store team and test the product before purchasing. All these factors increase their chances of purchasing, especially on an impulse.?

Brick-and-mortar is an invaluable tool for retailers as it continues to grow alongside online retail. With convenience and efficiency being key to a quality customer journey, retailers should leverage an omnichannel approach to set themselves up for future success and growth.??