In the modern era of digital commerce, there's a common misconception that online shopping will soon eclipse traditional brick-and-mortar retail. However, this couldn't be further from the truth. While e-commerce is indeed growing, the sight of bustling shopping malls on weekends is a testament to the enduring appeal of physical stores. Major retailers like J.C. Penney, Zellers, and Wal-Mart are not closing shop but rather expanding and innovating. This article explores the importance of blending e-commerce and storefront sales for a successful retail strategy.
Despite the rise of e-commerce, many consumers still prefer the tactile experience of shopping in physical stores. They enjoy the ability to see, touch, and compare products in person. This is particularly true for customers outfitting an office or making other significant purchases. Moreover, some customers appreciate the opportunity to negotiate prices, which is challenging to do online.
For businesses that operate both online and physical stores, it's crucial to cater to both types of customers. For instance, if you sell computers both online and in a store, you should be prepared to engage with customers who prefer to "kick the tires" before making a purchase.
A well-designed website can serve as a powerful tool for driving customers to your physical store. When a customer visits your website and then comes to your store, it's a clear indication that your online presence has effectively piqued their interest. This is where the real selling begins.
As I've discussed in previous articles, this is an opportunity to learn about your customer. The best salespeople are those who ask insightful questions and then listen carefully to the answers. By understanding your customer's needs and desires, you can tailor your sales approach to meet them.
When interacting with customers, it's essential to avoid being patronizing or condescending. Don't assume that you know what's best for the customer based on your product knowledge. Instead, listen to what they want and need. Often, a sale is made not based on the customer's needs but on the extras that come with the package. These "bells and whistles" can be discovered by asking questions and listening to the customer's responses.
For example, a store owner once came into our showroom looking for a new cash register. He was impressed with our high-end Point-of-Sale systems. However, after listening to his needs, we realized that a simple $300 cash register would suffice. Eight months later, when his business had expanded, he returned to us and purchased $14,000 worth of POS equipment. This story illustrates the power of listening to your customers and meeting their needs.
Interestingly, once a customer has visited your website and made a purchase at your physical store, they are likely to make their next purchase online. This is, of course, contingent on you selling them what they needed, not what you wanted to sell. This highlights the importance of blending e-commerce and storefront sales for a successful retail strategy.
In conclusion, while e-commerce is an essential part of modern retail, it should not replace traditional brick-and-mortar stores. Instead, businesses should strive to create a seamless shopping experience that blends the best of both worlds. By doing so, they can cater to a wider range of customers and drive sales in both channels.
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