BRICK AND MORTAR RETAILERS CAN GO HEAD TO HEAD WITH AMAZON AND WIN!
To survive and thrive, each brick and mortar retailer out there has important assets that need to be 100% utilized to compete with highly aggressive online-only players like Amazon and Wayfair. Previous articles in Volume 1 discussed the importance of Omnichannel (according to research firm CommerceHub, 93% of American shoppers this holiday will buy online and pick up in store – BOPIS – to save time and money), and Experiential Retail – these are retail services that cannot be replicated by Amazon.
The other unique brick and mortar assets are the stores themselves, the store teams, and the customers that visit these stores. To leverage these assets and further drive exciting Experiential Retail, these retailers need their own Social Retail platform devoted to their customers – so that store employees, company management, and each retailer and its brand marketing partners can reach these customers in new ways. The end result can be immersive, innovative, and useful shopping and service experiences that reach a much larger audience due to the viral nature of Social Retail.
In this sense, Social Retail can greatly improve and extend Experiential Retail, and so brick and mortar retailers MUST invest in their own social platform and develop an engaging social retail presence – in their stores, on their websites, and in their mobile apps. The new standard for engaging customers, enabling product discovery and shopping, and building brand awareness has proven to be social media, and so it only makes sense that brick and mortar retailers and their valued brand partners add new social media elements to their own ways of engaging with and communicating to with customers.
Additionally, Social Retail can empower store teams and retail and brand managers to engage customers, greatly assisting the digital transformation of brick and mortar employees’ efforts to engage and assist customers. This is the topic of the next article, which will complete Brand Media ID Blog Volume 1: Brick and Mortar Retailers Can Go Head-To-Head With Amazon and Win!
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