Over the past decade, the rapid growth of online retail has made it difficult for some high-street retailers to stay afloat. However, some retailers have been thriving, as they adapt their marketing strategies in order to stay current. But how do they achieve this? We take an in-depth look at the matter with the help of Sunderland-based booklet printing experts, Where The Trade Buys.
1. Keeping it simple
Companies have been using analytics to their advantage to find out when to offer discounts and special offers. By providing the relevant discounts, customers are more likely to feel drawn towards a purchase as the offer is based on their previous buying habits with the brand. Urban Outfitters use their reward scheme to dish out points to shoppers, even just by paying a visit to the store. Incentives like these can provide the fuel for a conversion, as well as a trip to the shops. Many stores offer memberships or points cards, which offer regular treats or an annual vouchers provide the motivation for a purchase, as simple as it might sound!
2. Offering an online experience
Retailers have been incorporating online elements into their physical stores. Before the age of department stores and supermarkets, stores were small and independent, which made for strong rapports with customers. However, the emergence of large, modern stores made shopping a far less sociable activity. The recently relaunched Soho London showroom captured the best of both worlds, from QR codes to assist in locating products to staff lead workshops for customers to attend. By doing so, they struck the perfect balance between the offline and online world
3. Adding digital elements
Online booking agents have become increasingly popular over the past decade and high-street travel agents have been feeling the pinch. With companies such as Airbnb and a plethora of agents taking their businesses online, physical travel agents have had to think of innovative ways to retain the holiday booking experience as an offline task. Virgin Holidays have taken this on board and created a string of concept stores to revitalise the booking experience. The stores include mocked up airplane cabins and virtual reality technologies to take customers on a simulated tour of a destination. By playing on sensory features, Virgin are capitalising on the ‘real’ elements which are far harder for digital to replicate. They have essentially gone back to basics, providing a friendly, visual experience in order to help trigger conversions. This exemplifies the fact that certain personalisation methods in retail are exclusive to the offline space, and 22% of younger and older families still book their holiday in store which proves the value.
4. A bespoke approach
The iconic jeweler Tiffany and Co. brought a breath of fresh air to the opening of their Covent Garden store, creating a ‘Style Studio’ where they sell more than just their luxury jewels. Homeware and accessories have been added to the range, to give the brand a better positioning in the everyday life of their customers, found within the exquisite on brand studio, finished in the company’s classic duck egg blue. Further features such as a personalisation station called #MakeItTiffany where customers can get jewellery items engraved. The aesthetic of the store also targets the Instagram generation of younger shoppers, and the store is an experience within itself.
