Even today’s “omnichannel” approach could learn a thing or two from its predecessor, the shop on Main Street. Before websites, tablets and smartphones, retailers relied on basic in-store principles to serve customers and increase sales. Retailers must still concentrate on their brick-and-mortar stores. That’s still their biggest channel and it has to create a good experience for their consumers.
An article on the National Retail Federation’s blog noted these “back-to-basics” principles that still are relevant in the digital age:
- Track in-store traffic: The old-school way was simply counting how many people came through the front door. No fancy formulas or measurement tools. Measuring store traffic helps determine if customers continue to have a compelling reason to come in and shop.
- Mind the four P’s of marketing: Retailers need to focus on presentation, price, product and promotion. How are they merchandising their stores and displaying their products? Finding the right pairing will give customers reasons to come back.
- Greet your customers in person. Managers still need to be spending time in the stores, talking to customers. Retail managers shouldn’t only rely on reports. They should observe firsthand how customers shop and what they buy.
Source: Retail’s BIG Blog, May 2012