We’re used to plenty of articles helping online merchants take lessons and tips from their brick-and-mortar brethren. Real-life stores have been around for thousands of years, so it only makes sense they have plenty to teach. But in a sort of new twist, we’ve noticed the opposite trend taking place. Brick-and-mortar stores are now taking some of their lessons from us, showing that it’s not about the chicken or the egg coming first, but simply using the best ideas available. Here are some ecommerce and offline selling tips for us all to use and share.
The Power of Storytelling
One of the oldest traditions known to humanity is that of storytelling, which has existed for thousands of years. We needed a way to pass down lessons and experiences, and storytelling was the dominant way of doing so.
What online merchants — good online merchants — have learned is when they integrate storytelling into their website, traffic goes up. A really good site doesn’t just slap all its information on the landing page, but rather spreads it out in a linear narrative. Think of websites devoted to new movies and how visitors dive right into the cinematic experience. Film studios are helping immersing future movie watchers before they even reach the theatre
And how have brick-and-mortar stores been copying this technique?
They’ve been setting up their stores in much the same way, arranging items so a story is being told. No matter what the theme of the brick-and-mortar store is, whether it’s a clothing retailer or electronics store, the truly successful merchants position their merchandise strategically. This can be as simple as outfitting a group of mannequins so it looks like they’re taking part in an activity (think Old Navy) or as elaborate as department stores setting up holiday tableaus at Christmas time.
Using Social Media to Further the Cause
Online stores and social media go together like lamb and tuna fish (bonus points if you recognise the reference), which is not something we’re disputing. But because online stores got their start in the digital world, they almost had no choice but to hop on the social media bandwagon.
Offline stores, on the other hand — well, reluctant would be quite a generous term to describe their reticence in using social media. Not every store has lagged behind when it comes to posting and tweeting, but we just haven’t seen the same overwhelming response there. The big stores have jumped onboard, of course, but we’re more concerned with the smaller merchants. Take a walk in your neighbourhood one day and write down all the stores you see in a 5-block span. When you get home, look them up online for how actively engaged they are online.
We’re not exactly sure why not, but stores are a bit behind the 8-ball. Most small businesses will have at least their own website or Facebook, but not always both. This may sound a little dispiriting, but just compare to what the landscape looked like 10 years ago and stores’ websites were the exception, not the rule. In that context, they’ve learned quite an important lesson from us.
Customer Reviews are Still King
One of the strongest tipping points on sites like Amazon and eBay are what the previous customers have written. This tells potential buyers what to invest in or what to stay away from, as shopping online doesn’t give buyers a chance to roll the product in their hands and test the quality for themselves.
Brick-and-mortar stores have adopted this technique in a number of ways:
- Using sites like Yelp and Urban Spoon to integrate themselves into the online world. These sites aren’t ironclad, but they do offer potential visitors a way to vet the store before entering and spending money.
- Posting online reviews on the walls. On that same neighbourhood stroll we told you to go on a few paragraphs ago, open the door and go into the shop. How many of them do you notice have printed newspaper articles or online reviews and taped them to the walls or windows? Shops that do this really want you to know that others believe in their product, and want you to as well.
- References are available on the website. Not every predominantly offline merchant will do, but the ones who’ve been publicly recognised will. If they won an award in the local paper or have had some other accolade bestowed upon them, you can bet it’ll most likely be posted on their website, too.
