Shaping the Online and Offline Retail Customer Connection

As competition for consumers’ attention increases, it’s more important than ever to stand out and create a memorable online and offline shopping experience for customers. Up to 30% of retail sales occur in only two months of the year, which demonstrates how essential it is to engage with customers both online and off during the holiday season.

With so many brands vying for consumer attention during this busy season, how can retailers keep engaged with customers wherever they are?

Retail brands are already investing in promotional campaigns leading up to the holiday season. Traditionally retailers have focused all their marketing efforts in-store – but as technology continues to advance, the line between online and offline shopping is quickly blurring.

Online and Offline Shopping Must be an Integrated Experience

With the majority of consumers living online and constantly connected through their smartphones, seamlessly integrating the online and offline shopping experience has become a necessity for retail success. This allows retailers to better understand their core customer relationships and build a strong brand presence while increasing sales.

Successful retailers like World Market, which started as a purely brick-and-mortar store, now have robust online sales, order online, and pick up in-store sales along with their core in-store retail shoppers. Understanding how their customers think and what they buy is integral to their success. Warby Parker, which started as a purely online eyewear company, now bosts 63% of sales from its 200 brick-and-mortar stores opened in 2013 when they opened their first retail store. They learned that strategically locating in the right shopping environment with other fashion and retail-like brands only increased brand awareness and sales. 

“Customers don’t see your online and in-store experiences as two separate entities; it’s one unified brand experience.” – Steven Donaldson

Leveraging the Physical Store Presence for Online Sales and Loyalty

Ecommerce websites exist in a digital ecosystem that can help customers figure out what they want and offer an easy way to buy and collect it later. This isn’t just Gen Z or Millennials (17-42-year-olds). All demographics search online when researching gifts to find inspiration and to locate items in-store.

A tempting digital deal can often be the push needed for a consumer to experiment with a new brand. Such digital incentives are increasingly becoming the preference, providing marketers with a potent tool in the lead-up to the holiday season. 

At the same time, popular shopping districts with global and local brands, such as Fourth Street in Berkeley and Third Street Promenade in Downtown Santa Monica, each presents a dense mix of brands and experiences for consumers. This is where discovery and connection are essential. Retailers need to be in the mix to engage with customers at the right time, offering online incentives to connect after the sale. 

World Market’s Buy Online Pick Up in Store Section

World Market, a popular home goods retailer based in the East Bay Area, effectively blends their online and offline shopping experiences. They utilize social media to promote in-store events, such as their golden unicorn scavenger hunt (with clues shared online & in-store). They also offer special deals exclusively for their reward members. They also offer in-store pickup options for digital purchases and leverage customer data to create personalized recommendations and promotions.

By blending online and offline strategies, World Market creates a cohesive and engaging experience for their customers. World Market partnered with Radiant to standardize the new brand look and feel of new and existing stores. This included creating graphics for their Buy Online Pick Up in Store Section (BOPUIS). 

Learn how we were able to help World Market get their brand and in-store experience ready for the holidays. 

Actionable Tips: Creating an Online & Offline Shopping Strategy

1: Create a Consistent Brand Image and Message Online & Offline

One of the key benefits of blending online and offline experiences is the ability to create a consistent brand image and message across all channels. This means utilizing similar branding, visuals, and messaging on your website, social media platforms, and in-store displays. By doing so, you create a seamless customer experience that helps reinforce your brand’s story and values. 

2: Incorporate Interactive Elements in Store Displays

Incorporating interactive elements such as touch screens, virtual reality experiences, and augmented reality displays can be a powerful way to engage customers while they are shopping in-store. These elements not only create a fun and unique experience but also allow customers to interact with your products in a more engaging way.

3: Leverage Social Media Platforms for Real-Time Engagement

During the holiday season, social media platforms are buzzing with consumers looking for gift ideas and deals. By utilizing social media in real-time, retailers can engage with customers and create a sense of urgency and excitement around their products. For example, hosting live shopping events or creating limited-time offers exclusively for followers can drive traffic to both online and offline channels.

4: Offer In-Store Pickup Options for Digital Purchases

To enhance the convenience factor for customers, offering in-store pickup options for online purchases can be a win-win for both the retailer and the customer. Not only does this give customers the option to skip shipping fees, but it also encourages them to visit the store where additional products or promotions may entice them.

5: Create Personalized Shopping Experiences

Personalization is key to creating memorable shopping experiences, and blending online and offline channels allows retailers to tailor experiences for their customers. Utilizing customer data such as purchase history or past interactions, retailers can create personalized recommendations and offers both online and in-store. 

One of the best ways to add personalization is to craft email campaigns specific to targeted audiences (such as your engaged, loyal customers), which will drive traffic and create brand awareness leading into the shopping season. We take personalization a step further and tailor our email efforts utilizing a marketing ecosystem called Sharpspring by demographics, purchase history, and behavior. By categorizing your customers into different segments, you can create targeted holiday marketing campaigns that are more likely to resonate with each group.

6: Connect with Your Best Customers, both Online & Offline

Rewards clubs are a great way to connect with your most loyal customers and offer them exclusive deals and promotions. Leveraging customer data lets retailers create personalized rewards programs. These programs encourage repeat purchases. They also help build a strong brand-customer relationship.

7: Utilize Digital Incentives

Digital incentives such as promo codes or limited-time offers can be a powerful tool in driving online and offline traffic. Incentives can be applied to specific demographics, encourage cross-channel shopping, or create urgency for customers to purchase. Consider retargeting and social media ads to target potential customers who have previously shown interest in your brand or products.

8: Don’t Forget About the Post-Purchase Experience

After a customer makes a purchase, it’s important to keep them engaged and encourage them to return. This can be done through personalized follow-up emails, loyalty rewards, or sharing tips and resources related to their purchase. By investing in the post-purchase experience, retailers can create long-term relationships with their customers and increase brand loyalty.

Enhance Holiday Retail Experiences by Blending Online & Offline Shopping

When retailers focus on deals, offers, and transactions they get lost in the holiday noise.

“Building a relationship with the customer on or offline allows brands to stay engaged with purchasing decisions wherever they are” – Steven Donaldson

Make your brand’s voice resonate. Stand out by using digital tools that allow your brand to keep in front of customers. And last – always strive to create a memorable and engaging shopping experience for your customers that reflects the essence of your brand. That’s the core of your ongoing relationship.