How To Upgrade Your High Street Store With Online Benefits



Often to go-to cause for many people when asked what has slowed down the retail experience on the high street, the online shopping experience has had seemingly positive and negative effects on the world of retail. If you’re wondering whether it’s worth a business scouting out a commercial property for rent, or just sticking to the online world, it’s worth considering the benefits of a bricks-and-mortar store in a new light. There’s been a change in focus for the high street, but when used correctly, it can be a huge benefit to retail.

Offering email receipts

A survey by YouGov showed that 44% of consumers would like a receipt for their in-store purchase to be emailed to them. However, just a third of the survey’s respondents said that they were given this opportunity. When you consider that 64 per cent of those involved in the survey would be open to receiving additional marketing messages, 34 per cent product promotions and 31 per cent information about loyalty programmes too, you should really consider making them a part of your business’ offering.

Make the most of your email receipt with a marketing opt-in option, or a link to an online survey for customer feedback. It’s a good idea to include details on your email receipt about how someone can contact your purchase after they have made a purchase too. Do this by pointing them to the places online where they can ask someone at your company a question, leave a review and make an enquiry in the unfortunate event they need to make a return. Links to your social media channels will encourage happy customers to remain engaged with your brand.

And of course, email receipts are the greener option, as you’ll be going paperless!

Click online, collect offline

Click & Collect is a perfect example of using both online and offline retail resources to create a great customer experience. According to research by Macfarlane Packaging, it became the third most popular online service in the UK during 2017 behind just online banking and online shopping in general. There are so many reasons why you should consider introducing Click & Collect services at your company — with benefits being offered to customers and retailers alike.

Click & Collect offers customers a fast and flexible delivery option, as customers can choose where to collect their order. In fact, delivery company, Shutl, conducted a survey which found that 95 per cent of respondents would consider shopping with another retailer should their first choice not be able to provide a suitable delivery option for their needs. Customers will also be given the opportunity to get around delivery costs and also get reassurance that an item that they are keen to own can still be purchased even if it’s sold out at their local stores.

Click & Collect can potentially increase sales for a retailer too. This is because customers who visit a physical store to pick up their order could be inclined to buy even more items as they work their way to a shop’s collection desk. Retail Assist found this to be a case at fashion retailer, New Look, as it discovered 25 per cent of Click & Collect customers make additional purchases in their stores. You can capitalise on this further by putting your most eye-catching items and best deals along the path that customers will take from a store’s entrance to the collection desk.

Interactive displays in retail

The age-old static and rigid widow displays have done their duty in enticing customers to visit a store. But interactive window displays have now emerged though and are naturally eye-catching with their hi-tech designs and excellent use of lighting effects.

Retail website, I Am Omnichannel, revealed research showing the benefits of having interactive retail displays in a shop. According to its study, 70 per cent of women and 50 per cent of men see shopping as a form of entertainment. What’s more, 70 per cent of customers say that digital signage is entertaining.

The investment could see higher sales too, as 30% of customers noted they had made a purchase after using an interactive display. With that amount of potential extra custom, the cost for getting these displays installed could quickly be reimbursed.