On this day when the online retail store is growing massively, with automation & VR technologies; offline supermarkets are finding it hard to hold on to its original charm.
In the U.S alone around 7,062 stores got closed in 2019 due to the craze of online retail stores.
Online Competition
An article in Economic Times said that despite strong consumer economy malls are closing more than ever. Already this year retailers have announced over 1,200 more intended closings, including 125 Macy’s stores.
Some people are calling it “the retail apocalypse”!
It is very evident that after stores like Amazon & Flipkart, consumer behavior has changed rapidly even towards big brands like Walmart or Target.
Even in India, the craze for Spencers or Big Bazaar has lowered.
Consumers are now enjoying shopping on mobile phones while at their jobs, which allows them to multi-task & avoid going to the stores.
Also, people of all ages especially the millennials & post-millennials are gradually shifting their spending preferences from things to experience. They want their shopping experience to be fun rather than a routine job.
And here is why online retail stores are outperforming supermarkets with new offers, new technologies, and newer experiences.
Now, does that mean this is the end of offline retail stores?
No, of course not!
They just need a revamp of their marketing strategies.
How can offline retail stores attract customers?
Leverage the potential of Immersive Technology
Do you know you can actually blend the good of both worlds into your supermarket?
A great example of this is IKEA, where they have started using VR technology. So basically when someone arrives at their showroom & opens the app, they guide their customers through VR technology.
This way it can be a fun experience for your customers earning you huge engagements.
Opt for personalization
Personalization is the key to any business nowadays.
It can be as simple as customized newsletters through mails. Or a simple gift card of something in their wishlist!
Have you seen those mails from Swiggy? How they are cumulated as if they are talking to you personally?
As 80% of consumers are more likely to buy from companies that cater to their interests, it’s obvious that personalization counts for a lot.
The secret is to form a bond with your customers, letting them know that you are listening like a friend!
And that can only be achieved through data.
Use Data Insights
This is where most supermarkets lack.
Online retails like Amazon or Myntra use numerous data insights not only target demographic. They have patterns of everything, from customer favorites, shopping patterns, likes, dislikes.
As annoying as it may sound, but it helps to bring out the best shopping experience among the people. Offline marketing campaigns can suffer as companies make poor choices based on assumptions rather than hard data.
Personalization can only happen when you have the proper analysis behind it. Hire an agency if you need to understand your customers better!
Discounts & Offers
Discounts don’t always need to be heavy. They just have to be relevant and compelling enough to prompt people to act.
Temporary price reductions also work. A reduction of 20% will do the job because the tag will attract attention.
This will get the customers to buy more.
Another way to help convince customers to buy more of your product at a time is to position it as a multiuse product.
Use Social Media
Social media can help a brand demonstrate multiple uses of a product.
Like with Pretzel Crisp’s Finger Food Friday recipes on Facebook used different ways of using the food.
Another brand who has started an active social media marketing campaign would be Big Bazaar. They have recently started uploading cooking videos, looks on their social media page to engage more customers. A social media strategy for your grocery store can bring your community together and give your store a voice it never had before.
Understand The Importance Of Mobile Marketing
Data in Statistics show that 80% of millennials sleep with their phone nearby & averagely Americans spend upwards of 4.5 hours on their smartphone every day.
So it might be a high time to direct your marketing campaign towards mobile shoppers. Businesses can also leverage the love of mobile by using beacon technology in their stores, transmitting messages to customer’s devices as they move around the store.
Local Search Engine Optimization
SEO is very important for any business, but gaining visibility on a local level.
Look, there are many different areas your grocery store or supermarket should be listed to gain the maximum local SEO.
The optimum amount of PR is also essential to gain more likeliness in your community.
Balancing is the key
It is easy to just shrug off but in reality, with so much digital transformation, it is understandable to observe a shift in the market.
But despite that, after all a people’s business, so having an enjoyable experience is what the customers expect.
Marketers need to look for ways in which their online and offline channels can complement each other so that their marketing campaigns are blended together. And that can be achieved through better research, database & insights.
How are you planning to implement an internet marketing strategy in your business? Need some help? Contact Us at Skyram Technologies & let us guide you through a personalized online business plan.
Also, for more such blogs read here!
