los consumidores no solo analizan costo, preferencia y conveniencia - también esperan tener una cierta experiencia a partir de su consumo. Para conquistarlos, entonces, las empresas de retail deberán conectarse con ellos vía medios digitales, diferenciándose a través de una mentalidad orientada al consumidor.

Cómo Atraer Personas a tu Tienda Física con Herramientas Digitales

Hoy, la industria del retail se enfrenta a uno de los retos más difíciles de los últimos años. No es sorpresa que algunas cadenas como Macy’s están cerrando sus tiendas y otras como Wholefoods se ven absorbidas por gigantes digitales.

Los medios online han cambiado la manera en que el usuario investiga, compara y adquiere un producto, generando un consumidor empoderado con mayores expectativas en lo que a experiencia de compra refiere:

A través de su PC o teléfono, el consumidor promedio tiene acceso a millones de productos, precios y opiniones; adquirir un producto en otro estado, o incluso en otro país, es igual o más sencillo que comprarlo en la tienda local; y muchas veces resulta más económico. ¿Cómo puede una tienda física competir en este mercado superpoblado?

La buena noticia para tiendas físicas es que los consumidores no solo analizan costo, preferencia y conveniencia – también esperan tener una cierta experiencia a partir de su consumo. Para conquistarlos, entonces, las empresas de retail deberán conectarse con ellos vía medios digitales, diferenciándose a través de una mentalidad orientada al consumidor.

El marketing digital presenta excelentes oportunidades para atraer tráfico y generar ventas en tiendas físicas cuando se usa de manera inteligente, apelando a las fortalezas que tiene el consumo en espacio físico vs. la experiencia de compra en línea.

Revaloriza el producto físico con promociones digitales

Todas las reseñas del mundo no se comparan con experimentar un producto de primera mano. Verlo, tocarlo y conocer su funcionamiento pueden convencer a un usuario más que las calificaciones de un sitio Web, especialmente a partir del auge de las fake reviews.

Probar un producto antes de comprarlo sigue siendo “necesario” en ciertas categorías de retail como la indumentaria y la comida, por lo que promover estos mensajes en anuncios y redes sociales puede ayudarte a revivir en tráfico en tiendas.

Actualiza tu presencia offline en medios online

Para llegar a tu tienda, el cliente debe poder encontrarla, por lo que actualizar la información de tiendas en tu sitio es muy importante. Antes que nada, asegúrate de que tu store locator funcione correctamente y que la experiencia mobile sea buena.

Luego, asegúrate de que la página de tiendas transmita la promesa que tu tienda física va a entregar. Incluye:

  • Fotografías actualizadas
  • Lista de eventos
  • Cómo llegar
  • Horarios de atención

Asegúrate de establecer una expectativa, y dale al consumidor una razón para visitarte.

Cuida tu SEO local para aparecer en mapas

Las búsquedas locales deben ser el foco de tu estrategia de ventas, ya que alguien realizando búsquedas con parámetros como “cerca de mí” está buscando un consumo instantáneo. Si un usuario está buscando localmente los retailers digitales no tienen manera de competir, y hay tan pocas tiendas físicas que trabajan esta área que podrás distinguirte fácilmente.

Ofrece ventas en línea y retiro en tienda Si puedes hacerlo, ofrecer la opción de click and collect en tienda es un must para mejorar el rendimiento de tus tiendas.

Ofrece ventas en línea y retiro en tienda

Si puedes hacerlo, ofrecer la opción de click and collect en tienda es un must para mejorar el rendimiento de tus tiendas. Muchas veces el tiempo de espera al comprar en línea desmotiva a los usuarios, mientras que la posibilidad de recoger en un punto cercano a su domicilio significa mayor comodidad, menor espera, y mejor experiencia de compra.

Si combinas esta idea con la opción de incentivos digitales como cupones o descuentos tus chances de generar ventas se elevan, y los consumidores perciben un valor añadido que genera lealtad.

_Minimalist es una agencia de marketing 100% digital especializada en hacer crecer a las marcas en el mundo virtual. Si tienes algo que agregar déjanos un comentario.

Publicado hace 3 meses
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