The web-to-store strategy consists of implementing actions through digital channels (website, social networks, emailing, etc.) to further encourage Internet users to visit the store. Web-to-store techniques make it possible in particular to respond to the purchasing behavior known as ROPO (Research Online, Purchase Offline): Internet users search for information online but finalize their purchases in store.
1. Optimize your Google business listing
For brick-and-mortar store owners, Google’s business listing (formerly known as Google My Business) is a must-have. When someone searches for your business name on Google, your listing appears at the very top right of the results page. This file is frequently consulted by Internet users to find out more about a company. It’s sort of your virtual storefront! It is therefore important to take care of this establishment listing, and this obviously involves adding photos that make you want to go to the store as well as the presence of important information: store address, hours, telephone number, address of the website, etc.
To help you, here are 12 tips for optimizing your Google business page.
2. Rely on a store locator solution
Thanks to a store locator service, visitors to your website can immediately find out if a product is available in the store closest to them and if there is still enough stock left in the desired quantity. Thus, by providing them with proof that the product is in store, prospects will move more easily to your physical point of sale. At the same time, store locator solutions improve your local SEO on Google.
3. Offer Click and collect
An essential web-to-store strategy: Click and collect. You can set up an option on your e-commerce site that allows you to buy the product online and pick it up directly in store. For Internet users, Click and collect makes it possible to avoid delays and delivery costs, which is greatly appreciated. For companies, it is an effective way to generate more visits to their stores. Who says more visits, potentially means more in-store sales.
4. Take care of your social media accounts
Your image also goes through social networks. Someone who is very interested in your products or services, and who wants to know more, can go to your social networks: Instagram, Facebook, LinkedIn, Twitter… And here again, you will have to “present well” if you want to trigger a store visit. The elements not to be overlooked: the description of your professional activity, your contact details (postal address, telephone), timetables and especially the photos of your points of sale! Internet users need to project themselves on the place before going there.
It’s not always easy on a daily basis when managing a business (and there is no dedicated community manager) but it is recommended to regularly publish photos and videos on your social networks, this shows that you are active, and gives you a positive image with those who do not know you.
5. Get lots of customer reviews
Customer reviews reassure Internet users. With a significant number of positive reviews, you strengthen your credibility. It’s social proof that will encourage prospects to visit your point of sale. You can retrieve customer reviews easily by relying on dedicated solutions. These customer reviews are then automatically distributed on different channels: your website, your Google business listing, your social networks, LesPagesJaunes, etc.
6. Launch competitions
Another interesting option for developing your web-to-store strategy: setting up contests. You can launch a contest on your social networks for example, with the key for the winners: gifts to pick up in store (products of your brand or discount coupons for example). Good to know: contests require you to set up rules, you can go through contest tools to help you.
7. Set up promotions by email or SMS
To bring your prospects or customers to your points of sale, you also have the possibility of launching promotional operations by imagining marketing campaigns by email or SMS. The idea is to offer discounts on certain products that are only valid in store.
8. Launch geolocated advertising campaigns
It is also possible to create geolocated advertising campaigns on networks such as Facebook or Google. The objective is to broadcast advertisements to mobile users who are in an area near your points of sale. For example, on Facebook, you can create a campaign with the following objective: In-store traffic. It helps deliver localized Facebook ads and thus drive traffic to your store.