No one would argue that the availability of the internet almost anywhere at any time has caused huge shifts in how consumers behave. Most notably is the difference between online shopping and shopping in a store. Retail stores struggle to compete with online stores, and many who couldn’t make the shift have closed their doors forever. Many retailers are discovering that it’s not either online or offline. In order to thrive in today’s market, you need both.
Research shows that shoppers who purchase in-store are still using online research as part of the process. A recent study published by Bazaarvoice found that in-store shopping behavior is significantly influenced by online research. The report identifies a new trend: ROBO (Research Online Buy Offline). Their study showed that 45% of brick-and-mortar buyers read reviews before making a purchase and that 50% of all e-commerce traffic runs on mobile devices.
If consumers are using a combination of real-life and online shopping, the question is: are you? Do you have a marketing campaign that works in your store and online? If your customers looked up your brand online, would they recognize it when they walked in your doors? Are you using your online presence to lead shoppers to your store? At Riley & You, we help our clients integrate their marketing strategies so that their brands stay the same wherever their consumers find them. We have three keys to creating a seamless brand identity, online and offline.
- Integrated marketing: All of your marketing needs to be connected.
We don’t see online and offline marketing as two separate entities. When we create your brand and design your marketing plan, our teams work together to seamlessly integrate them so that your consumers recognize your brand and message no matter where they find you. - Even if you don’t offer e-commerce, people are still “shopping” online for your products.
Your clients are ROBO, meaning they research your products online before they buy. Even if you don’t sell online, you can offer your clients a place to research the products you offer in your store. We can help you build a website that accurately reflects your brand and your products so that people can find you online and at your brick-and-mortar location. - Reviews. Are. Important.
The number of people reading reviews online before purchasing offline are dramatically increasing. For example, in 2016, 40% of people looking for a new car read online reviews. In 2017 that number jumped to 65%. In virtually every area of retail, people are checking out reviews online before they travel, and even while they are at a location. Good reviews of your products and your business bring in more business, and our team can help you get and manage reviews.
If you aren’t sure how to get your online and offline worlds to integrate, our team of experts can help you navigate the ever-changing world of online advertising as well as giving you the support you need for more traditional marketing. Your future customers are already looking for you and your products online!
