– So one thing you haveto remember is that online and offline salesare really two sides of the same coin, right? It's just two different opportunities for consumers to purchase from you.
So if you are an offlineor a retail store, you really need to be considering the fact that you need tohave an online store as well.
That's just another opportunity to sell.
Now, if you are online only, you may also wanna be thinkingabout a retail location.
Maybe your productswill benefit from that, maybe your customerswill benefit from that.
So while we're goingthrough this conversation, I'm not saying that oneis better than the other, what we're talking aboutis how do offline retailers compete with the onlineretailers, compete with Amazon, compete with companies like that.
That's what we're gonna dive into.
So first things first, peopleneed to be able to find you.
So the very first thing you have to do as an offline retailer oras a brick and mortar store is make sure that youare listed effectively in all the maps listingsthat you can be in.
Google Maps being the most important one.
Now, Google Maps, Apple Maps, Waze, all of that is incredibly important to make sure that whenpeople are looking for you because they physicallywant to visit your location, they can find you.
This is absolutely your first step.
And the next thing you wannafocus on is digital marketing.
Now this may seem like, well now we're immediately jumping into talking about E-commerce, right? And that's not really the case.
There's a lot of digitalaspects of marketing that you can use topromote your retail store to make sure that whenpeople are searching for you or are searching for a productthat you offer, you show up.
You know, we can talkabout things like Waze and using Waze marketingso that when people are searching or they're trying to, you know, find a place to go, they're looking at their mapslistings that you show up and your banner shows up there to drive people to your store.
Another thing that we can talkabout is digital billboards.
Incredibly valuable, especially in high commuteror high traffic areas.
Because it's a great way to start to get that brand recognition.
And brand recognition isincredibly, incredibly important, especially because at that time someone's not really gonna go through and search while they're inthe middle of the traffic.
Oh, I see this billboardand I see this website, I should check it out.
But what they will do iswhen they get to the office or they get home, they'regonna search for that product or service or somethingthat they were looking for.
If your ad shows up at that point, again with your brand name, all that is is just moreindication and more of a reminder, Hey, I saw that logo earlier today, or I saw that brand earlier today.
They're here local, I canjust pick it up tomorrow on my way to work, or on myway home, something like that.
Maybe it's the weekend.
Now all these things kind of add up and build into this brand awareness of that you are local and easy to access.
So your digital marketingis incredibly important.
Another side of this would beto offer Free Local Pickup.
Now, especially on your website, you can set this up whereif somebody in your area wants to buy something at theirown convenience, you know, at midnight on a Saturday they can and they can select local pickup and then just come intomorrow and grab it.
This is another way youcan start to compete with Amazon that has, you know, two day or sometimes one-day shipping.
They can just get it tomorrowat their own convenience.
So start looking foropportunities like that.
Top of mind awareness, using this digital marketing to make sure that whenpeople are searching they're finding you and giving them easy, convenient opportunitiesto pick up what they need and physically visit your store.
Another thing you wanna focus on is emphasizing the actual experience.
You know, a lot of retail stores, brick and mortar stores have an experience that comes along with them.
Maybe you've been inthe community for years, maybe there's just somethingunique about your space or about where you're located.
You know, a lot of placesyou're not really gonna be able to compete with theTargets and the Walmarts and things like thatbecause that's just a level of convenience that isessentially unmatched, right? They have to go to the store, they've got to get their groceries and they'll pick up X, Y, and Z while they're there.
That's why it's alarge-scale convenience store or a supermarket.
But for a lot of mom and pops or brick and mortars like this, you're not really the convenient location or the convenient storethat's not a part of it.
So lean into the fact thatyou are a destination.
And create this destinationand this experience around visiting your store.
What is something that theycan experience about visiting you that they can'texperience on a website? Maybe it's this white glove, you know, white-touch service.
Maybe it's this highconcierge kind of experience.
Maybe it's the fact that they can come in and actually try the clothes on or they can test the makeupor something like that.
Things they can't do online, no opportunity to do online and something they probably can't do at one of the big box stores that you may be competing with.
So by finding those littlethings that make it important and make it valuable forsomeone to leave the beaten path and come to see you is a greatway to set yourself apart.
Something else you need to consider is being incredibly involvedin the local economy and this just this local environment that you've created around yourself.
Think about it like this.
When you are buying something online, a lot of times you don'teven know what state that product is coming from.
You know, it's out of town, out of state, out of mind, right? That money leaves your communityand it doesn't come back.
When money is spent in the community, it turns an average ofseven to eight times before leaving the community.
That's additional income, that's tax revenue for the townor the state that you're in, that's just additionalincome for businesses, for families, for homeowners, you know, for schools, for teachers, all of this.
Be involved in the local community.
That's a great way to startto build this reputation of, Hey, we're here for you, we're here year round, we're here all the timeand we employ people that work in the sameneighborhood you live in, right? If you're buying from a website or your customers aregoing and buying online, they're not supporting local jobs.
So this is definitelysomething you can lean into.
You know, when you shopsmall and shop local, you are supporting the local economy and you're supportingpeople going through school, and you're supporting families and you're supporting this community.
But one of the greatest ways to ensure that your customers believethat is if you yourself are involved in the community.
You have to be involved as a business and as a business owner.
You have to be the name.
You have to be the face and kind of lead that charge of we're here, we're in the neighborhood andwe're about the neighborhood.
You know, support your nonprofits, support school functions, support the arts and sports and whatever's importantto your neighborhood and your kind of sphere of influence here.
By doing that, it helps to buildthis neighborly feeling of, I could get this online, youknow, I could wait and just, you know, buy it later, or I could grab it at the, you know, the big box store down the road, but it makes more sense to do it here.
I get the great experience, right? I get to have an experience in a store that I don't get to have somewhere else.
I get to support my local economy.
I get to support my local business owners.
I get to shop small and shop local.
And these are all things thattug at consumer's heartstrings and help you grow your business.
You know, I kind of wanna end with this I love this because to me it's just an incredible case study.
Amazon has opened brick and mortar stores, Amazon which startedonline and online only and really kind of createdthis E-commerce world that we live in today has understood and isstarting to realize that consumers demand an experiencethat they cannot get online.
So this is your opportunity as a retail or a brick and mortar store owner.
This is your opportunity tostart to set that standard.
If Amazon is realizingit and they are starting to create brick and mortar stores, they're understanding the fact that an experience is necessary.
Not just because somebodywants a convenient place to return somethingthat they bought online, it didn't work for them, not just because they're looking for that ultimate experience of, well, I didn't like it, I just wanna pass it off or Iwanna touch the fabric first or something like that.
But people are looking for a meaningful place to go and connect.
And they don't just wannaconnect with the product, but they wanna connect with you as well.
So consider that as you'rebuilding out this store, you're building out this experience, you're building out yourdigital online presence, your website, becauseyou need that as well as you're building all this consider what am I truly building here? What kind of experience can I create that my consumer cannot get anywhere else? And maybe it starts with you.
Maybe it's not the brand orthe logo or the location.
Maybe it starts with you or your passion, your excitement that youare able to translate into your team and your employees, and that's what keepsyour customers excited and coming back.
And the product and then the experience and the service and everythingthat they will receive after that is just the cherry on top.
Thank you guys so much for watching.
If you've got other tipsor other suggestions on how to compete as a retailstore in an online world, we'd love to hear them.
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