{"id":2027,"date":"2014-09-11T09:22:02","date_gmt":"2014-09-11T13:22:02","guid":{"rendered":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/?p=2027"},"modified":"2014-09-11T09:22:02","modified_gmt":"2014-09-11T13:22:02","slug":"guidelines-to-execute-a-bricks-and-clicks-strategy","status":"publish","type":"post","link":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/guidelines-to-execute-a-bricks-and-clicks-strategy\/","title":{"rendered":"Guidelines to execute a bricks-and-clicks strategy"},"content":{"rendered":"
\"Brick-and-Click\"<\/a>

“>Credit: Flickr<\/a><\/p><\/div>\n

Online retailers are finding the bricks-and-clicks strategy<\/strong>\u00a0to be an effective way to serve and engage shoppers. Perhaps that is why an increasing number of ecommerce merchants are setting up shop offline. It\u2019s important to note, however, that a bricks-and-clicks business isn’t just about having a physical store and an ecommerce site. For this model to be effective, each channel must complement and add value to the other.<\/p>\n

Guidelines to execute a bricks-and-clicks strategy:<\/strong><\/p>\n

Allow Access to Online Account Information in Physical Store<\/strong><\/p>\n

Bridge the gap between bricks and clicks by giving your customers and physical-store staff access to online account information. Doing so can enhance shopping experiences and drive sales.<\/p>\n

Integrate Online and Offline Inventory, Fulfillment<\/strong><\/p>\n

Offer click-and-collect services that allow shoppers to buy merchandise online and pick it up at a local retail branch or service station. Many consumers would rather forgo the shipping costs and wait time and instead pick up their items at a time and place that\u2019s convenient for them. Also, use your brick-and-mortar inventory when an item is out of stock online.<\/p>\n

Use Online Data for Offline Selling, and Vice Versa<\/strong><\/p>\n

Data pertaining to online sales and traffic won\u2019t just help you optimize your ecommerce site. It can also apply to offline decisions. For instance, if you see an increase in sales for a particular product on your website, you should consider promoting it offline, as well, to your brick-and-mortar shoppers.<\/p>\n

Also pay attention to social media data such as Facebook likes and Pinterest pins. What\u2019s trending on social sites can help with merchandising and marketing. Consider something similar in your brick-and-mortar business. Take note of the most liked, viewed, and pinned items online and then leverage that information when making decisions regarding product displays, inventory and more.<\/p>\n

You can also use offline information to enhance your ecommerce site. Utilize in-store analytics tools, such as people counters and sensors, to better understand how your offline customers behave and then compare that with online behavioral data to spot patterns and opportunities.<\/p>\n

Qualitative information, such as shoppers\u2019 common questions and concerns, can also be used to improve your online shop. For instance, if your physical store associates keep getting the same questions about a particular product, there\u2019s a good chance that online shoppers have similar queries. So you may want to include the answer in that item\u2019s product description page.<\/p>\n

Use Smartphone Beacons in Physical Stores<\/strong><\/p>\n

Beacons are Bluetooth-enabled devices that let brick-and-mortar merchants send customized offers and recommendations to their shoppers via their smartphones based on where the shoppers are in the store. For example, if a shopper is in the footwear department, the retailer can use its store beacons to send the shopper a coupon for shoes. Bricks-and-clicks businesses can also use the technology to send tailored offers to shoppers based on their online behavior.<\/p>\n","protected":false},"excerpt":{"rendered":"

Online retailers are finding the bricks-and-clicks strategy\u00a0to be an effective way to serve and engage shoppers. Perhaps that is why<\/p>\n

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