How Leading Brick and Mortar Retailers Are Staying Ahead This Holiday Shopping Season
The holiday shopping season is fast approaching, and now is the time for brick-and-mortar retailers to shine. According to retail experts, consumers are set to spend 6% more this year than they did during the 2016 season, and 90% of shoppers surveyed by Forbes expect to do at least part of their shopping in physical stores.
Considering these numbers, and the fact that nearly half of shoppers say brick and mortar stores are a good source of inspiration for gift-giving, physical stores will undoubtedly play a significant role in holiday shopping this year.
In order to succeed this holiday season, brick and mortar retailers need to set themselves apart from the competition. Here are a few ways leading national retailers will be capturing the attention of busy shoppers this year:
- Optimizing For Omnichannel – When it comes to holiday shopping, most consumers will be researching products online before buying them in-store—roughly 89% plan to do so. Browsing and shopping across multiple retail channels is the new norm, and something as simple as offering Buy Online Pickup In Store (BOPIS) services can increase the likelihood of purchase by up to 33%. Walmart is encouraging shoppers to use its BOPIS service by offering reduced prices on select items in order to drive store traffic and increase the likelihood of additional impulse buys in the store. The company is also planning to roll out a “Mobile Express Returns” service that will speed the process of returning online orders to the store.
- Taking Advantage Of Location-Based Mobile Marketing – One way retailers are combining digital and physical channels for shoppers is through indoor mobile marketing. Urban Outfitters has been using location-based marketing in its stores for the past several years to increase consumer engagement and drive increased basket size. Using indoor digital location signals, like Bluetooth beacons, retailers can send mobile messages to shoppers at precise in-store locations. Since many shoppers are searching for for gift inspiration when they visit stores, relevant mobile messages can be incredibly helpful and welcomed. A well-timed and personalized offer, or a helpful piece of content such as a holiday buying guide, helps inspire stressed-out shoppers and simplify their decision-making process.
- Creating An Engaging In-Store Experience – Many leading retailers are focusing on providing superior store experiences to get customers excited about visiting their brick and mortar stores. Disney recently announced plans to make its stores more experience-based by bringing their theme parks to their stores with live streams of parades and events as well as concessions and theme park gear. Holiday shopping can be a stressful time for many, and retailers that make their in-store experience fun and engaging will keep their shoppers happy.
Over two thirds of consumers plan to begin their holiday shopping before Thanksgiving, so now is the time for retailers to put their plans into action. Taking advantage of indoor mobile location to deliver enhanced and personalized in-store experiences can help retailers capture the attention and loyalty of shoppers during a critical time of year. For more ideas on how to bring the power of digital into the retail store, check out our Mobile Presence Marketing Inspiration Guide here.