TWELVE DAYS OF POP-UPS 11/12 : LAUNCHING YOUR OMNI-CHANNEL STRATEGY

December 11, 2015

 

Consumers are now more demanding than ever. Spoiled by the convenience of online shopping, consumers expect their in-store experience to be as personalized as their Amazon.com recommendations and as simple as the 1-click button. Shoppers -who are now always “connected” via their mobile devices- are able to easily access information to compare products, are harder to impress, and are less patient with, well… BS. You need to bring your A-game and make sure that you offer a pleasant, personal, and seamless shopping experience with a proper omnichannel strategy.

Consumers are now more demanding than ever. Spoiled by the convenience of online shopping, consumers expect their in-store experience to be as personalized as their Amazon.com recommendations and as simple as the 1-click button. Shoppers -who are now always “connected” via their mobile devices- are able to easily access information to compare products, are harder to impress, and are less patient with, well… BS. You need to bring your A-game and make sure that you offer a pleasant, personal, and seamless shopping experience with a proper omnichannel strategy.

 Here are a few ways jump-start your omnichannel strategy:

1. Expand your inventory.

Just because you have a limited amount of space in your store doesn’t mean you must limit the product assortment that you have to offer. Showcase what you may not have space for via an ipad or kiosk.

2. Order in store, ship to home.

With purchases made from your expanded inventory, offer free shipping to convenient the customer. According to NRF, “47 percent of holiday shoppers  rank free shipping or shipping promotions as a key factor in deciding where to shop during the holiday season.”

3. Be Consistent.

Consistency across digital and physical channels should also apply to branding and promotions. To avoid confusion, make sure that the designs of your social media graphics and web marketing are similar to the collateral displayed at the holiday pop-up. Offline deals should be the same, if not, better than online deals to try to drive sales in your retail location.

4. Follow-up with customers.

Here two ways you can follow-up with shoppers:

 -With each and every purchase, offer a postcard with a discount code for the shopper’s next purchase. This offer of appreciation can bring people back to your website after your pop up closes-shop.

-Request emails of those who visit your shop and add them to your newsletter. People are generally reluctant to giving out their contact information (who likes spam, anyway?), so use an incentive like a contest or a prize drawing to break the ice and reel them in.

Having an omnichannel strategy keeps customers cheerful, and avoids making shoppers feel like they are dealing with the Grinch.  How are you making the holidays hassle-free?

This content is from Creative CNTRL's Twelve Days of Pop-Ups: An Insider's Guide to Popping-Up for the Holidays e-book. Every day from December 1st-12th, I will unlock a new chapter of this e-book, but you can download the full e-book here.