The death of brick & mortar, the retail apocalypse and the closure of big box retailers have all been frequently featured news topics in the past few months. With more and more customers choosing e-commerce many brick & mortar stores are struggling to stay afloat.
So what are the main influences that have caused this change in buyer behaviour? Thanks to smartphones, the process of buying online has become even easier & more efficient. Now customers can simply search for the product they want on Google and buy it from an online retailer at the click of a button. The path to purchase online is clear for the customer – the product is easy to find, its stock status is known and the delivery date is certain.
By comparison, buying a product from a brick and mortar store is often a much more complicated and uncertain process. Customers often don’t know where to find the product, if it’s in stock or if the store is even open – this leaves a lot of unanswered questions for the customer.
This differences between these two experiences may partly explain why more and more people are choosing online instead of in-store.
So what can retailers do to stem this flow from in-store to online and attract customers back to the main street? A good place to start is by looking at the most recent trends in consumer search behaviour and seeing how retailers can capitalize on these.
Product Searches vs Store Searches
The introduction of the smartphone has changed the way we search. With ready access to a computer in our pockets people are spending huge amounts of time online but their sessions are very short. Customer’s attention spans have decreased significantly and they expect instant answers to all of their search queries. The graph below compares searches for different toy products over searches for toy stores in the last 90 days. It highlights the increase in specific product search queries and shows that customers now have clear intent when it comes to searching online.
Currently, most retailers rank number one when you search for their store’s name on a search engine like Google. However, even if someone is 50 feet away from their store searching for their best-selling product, the customer is most likely going to see an Amazon result rather than their local store.
In order to capitalize on this recent change in search behavior you need to display your products online. The problem is that getting all your products online requires a huge amount of work and resources.
Pointy makes displaying products online a whole lot easier. We create a webpage displaying all of your store’s products together with listing key contact information for your store. These pages are optimised rank well in this changed search environment.
Path To Purchase With Products Displayed Online
Displaying your products online together with having key contact details present on each and every web-page for your store removes many of the barriers and uncertainties customers are currently faced with when looking to buy products in-store. By removing these barriers the path to purchase from search to sale in-store begins to look very similar to that of buying online, thereby attracting more customers back to brick and mortar stores.
A recent study conducted by Google found that 50% of customers who conduct a local search on their smartphone visit a local business within a day and 18% of these lead to a purchase within a day.
Customers who are doing local searches for products are usually in a hurry. They want the product now and they are not willing to wait for shipping. By providing customers with instant gratification brick & mortars can actually beat Amazon.
Many of our Pointy retailers say that the in-store experience they provide is one of the biggest strengths. Displaying your products online means more customers finding your store and visiting it. In-store purchases will improve the likelihood of repeat visits and gives the retailer a great opportunity to up-sell. What’s more, it allows you to develop a relationship with your customers that online retailers simply cannot mirror.