While e-commerce is upping its game, brick-and-mortar establishments remain a vital link in the consumer’s journey as, beyond the ability to handle, touch and test the merchandise, there are numerous benefits of having a physical store.
Immediacy is a crucial drawcard as sometimes an overnight delivery is not convenient. Think a leaking pipe that requires a seal. Also, a brick-and-mortar store offers the customer the choice of walking around the wares without being overwhelmed by comparing specification tables from a variety of models, open in several windows on your laptop. Sifting through thousands of selections online can be overwhelming for shoppers. Brick-and-mortar stores help customers make a decision, especially if there is expert guidance on hand by way of an experienced sales rep who can help them focus on what matters most, explain the pros and cons and help the customer to not be distracted (or confused) by the selection.
Often customers ‘drift’ into your store to bide time or to see what’s new. A physical store’s merchandise can be creatively displayed for ‘discovery’, providing inspiration for the likes of the DIY enthusiast. Get creative with window and in-store displays and change them frequently.
There is also something reassuring about making a payment to a human being. Some customers are anxious about sharing their details online and for these shoppers, brick-and-mortar just feels safer –and it’s a lot faster to swipe a card than tediously input information into an online form.
Also, brick-and-mortar stores encourage impulse buying, are more personal than online, they are sociable, their shopfront is their billboard advertising and there is no shipping cost!
According to Deloitte, more than 91% of overall retail purchases made in the US still take place in physical stores rather than online. The ideal combination is, if you do sell online, also offer the possibility to pick up purchases in-store.
Also (in the highly unlikely) event that there are returns, it’s quick and painless if you can just pop down to your local brick-and-mortar store.
