There is an old saying that you can’t be all things to all people. However, that adage now seems to have gone out the window at least when it comes to merchants and their customers. To meet your buyers’ demands these days, you really need to figure out how to streamline both their in-person and online shopping journeys. But how do you go about this task?
1. Solidify your brand identity across platforms.
If you want to triumph over your competitors, one of your first priorities must be to create a brand identity that sets you apart and establishes you at the top of mind for potential customers. That goes for both your website and your in-store appearance. Putting forth a consistent brand vision means that whether someone is browsing online or seeing and touching your products at your brick-and-mortar location, they will have a unique and memorable experience that will keep them coming back.
2. Use customer relationship building to encourage repeat visits across platforms.
Many folks have a set way of shopping; if they learned about your business via online marketing and shopped on your website, for instance, that is probably how they will return when making another purchase. That’s fine, but it means that you might be missing out on a spontaneous visit to your physical storefront. What’s more, an online customer might forget that you even have a shop downtown and fail to mention it to a friend who is in the market for your products.
Luckily, the customer relationship management software in your point of sale system can help close the circle. Obtaining buyers’ contact details at the time of purchase gives you a way to introduce them to all the shopping choices you provide.
3. Integrate your payment processes.
Payment processing for retail businesses has become both efficient and multifaceted. Your provider should be an expert at giving you ways to accept buyers’ payments in person or over the phone while also providing up-to-the-minute solutions to accept payments online.
Whether people are buying merchandise in-store or online, the quality, efficiency, and security of their checkout experience are crucial. One confusing confrontation with your shopping cart or gateway software or an extended wait in line at the cash register can cause an impatient customer to defect to one of your competitors. Therefore, you need to take steps to integrate and streamline your payments by enacting the following.
- Making sure that your hardware and software are up-to-date.
- Consulting with your payment processor to find the best ways to offer diverse payment options.
- Take advantage of contactless payment technology to create a fast yet secure in-person checkout experience.
- Carefully examining your website for ease of navigation, clarity of content, and security. If any red flags come up, investing in the services of a professional consultant is recommended.
Today’s customers want more than a one-time purchasing transaction. When you take the time to create a unique and dynamic brand, form and cultivate strong relationships with customers across platforms, and make the entire shopping journey smooth and trouble-free, you have put all of the pieces of the puzzle together. The result can be a multi-channel retail business that has everything it takes to make its mark today and well into the future!
