We live in a digital day and age. Everyone spends most of their day glued to a form of technology, be it your iMac in the office, or your smartphone while you’re out and about. Our society is largely technology driven, and this has impacted on all aspects of our lives, including that of businesses. Companies selling products or services need to be wise about the online community, and the increase and impact of internet technologies. Many companies have turned to using their website as a marketing tool. With the website looking appealing, easy to use and convenient to purchase products and services, what effect does this have on offline sales?
When considering the effects quality and content of a website has on offline sales, you must understand the relationship of offline and online sales. They work together and must reflect the same brand identity of the business they are built around.
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Improves Product Awareness
By having a successful online presence, customers can unlock information about products through a few simple clicks on the company’s website. Many consumers will look online prior their offline sale. They want to gain more of an understanding and look at what there is to offer across a spectrum of websites. This is why the quality and content of a website is so important. It must engage with the customer by ticking all the boxes with strong products with clear explanations, inviting the customer to consume. People will search the internet before they head out to the stores so they gain an idea of what they’re looking for and where to find it.
Many businesses have fretted about how much easier it is for consumers to get what they want online as they feel no one will go in-store anymore. You can be laying in bed, or sitting on the bus, and you can simply click a few buttons and get your product sent to your home. This cuts out the effort and time-consuming activity of going to the nearest shopping centre. Many people live extremely busy lives so this is much easier for them. Also, being true Brit’s we should be used to the rainy weather by now. But for many people, a waterproof still doesn’t hang in their wardrobe, or maybe they left their umbrella on the train, so, to get their kick off retail therapy they participate in online sales.
Shopping online may be much quicker and easier, however, many consumers much prefer to look at their product in the flesh before purchasing. Some people are content with shopping online, or the online customer support you can receive. Meanwhile, many consumers feel more comfort in visiting a physical store. Shopping online is great if you don’t need something instantly. That’s why there will always be a necessity for offline sales. Some consumers feel the need to discuss the product with a sales assistant in-person before they make the final decision to part with their money.
Retail success is about optimizing your online and offline mix so that you can provide the best service possible and attainable to your customers. You need to truly understand what your customers want. When you grasp an understanding of your customers you can tailor the right package for them, be it online or offline. The in-store experience needs to stand out and be informative, so that you rear away from consumers just buying online. They need to gather information from date-driven insights so that they can arm employees with the relevant platform to provide the best customer experience. This ensures that the shoppers are treated the way that they want to be treated by going in-store. Everyone is an individual with unique buying preferences and behaviours, so it is important for the employees to be flexible and coherent to their customers needs.
Meanwhile, the quality and content of a website must recognize the value of quality in-store experiences, and how that can overthrow the convenience of consuming via the website. Online retailers must widen their appeal by offering their customers the chance to interact and engage with their products by creating anomni-channel customer experience.