Digital Marketing for Brick-and-Mortar Stores


Just because a brick-and-mortar store doesn’t have a major online presence doesn’t mean digital marketing isn’t effective. In fact, marketing through the Internet is deceptively simple for physical stores. Consumers may not even realize their movements and purchases are being analyzed for optimum profits. Even successful businesspeople, including Brent Franson, are constantly looking for that next digital marketing tool to make the shopping experience that much more fun for consumers and educational for company professionals.

Offering Free WiFi

If setting up free WiFi for customers seems too expensive, consider the benefits it provides your business. As they hop onto your WiFi signal, you can instantly see what they search for during shopping. They may price shop or post a winning picture on a social media account. The business is essentially benefiting from free advertising with this Internet connection. Consumers can even advertise their location, giving you even more exposure to all their followers. With cellular data as an expensive charge to pay for, free WiFi is a perk that pays you back considerably.

What’s Your Handle?

Customers can’t really advertise your business effectively without the proper username or handle being known. Add signs throughout the store listing all your social media names. From Twitter to Instagram, each account usually has a varying handle. By advertising the names, you remind customers to use the WiFi as they tag you. They could take a picture of a darling skirt and post it for all their friends. More customers could arrive afterward because they were looking for that skirt. Social media is a powerful tool for any brick-and-mortar business.

Analyze the Data

At the end of the day or week, take a look at all your data compiled from the WiFi signal. You’ll often see several patterns throughout the store. A handful of products, for example, could be real attractants to consumers. Use that information to form new digital marketing posts. For instance, advertise a popular outfit with a 10 percent discount valid only this weekend. You use the obviously popular fashion to bring people into your store with the intent on spending money. They may buy even more items once in the building.

Respond Strategically

Not all consumers come back to the store after viewing a digital marketing strategy. In these cases, allow some time to pass before contacting anyone. Using social media or push notifications through an app, contact the previous customer with a sales pitch. Select a similar product to the one they were viewing previously to entice them to shop. They may appreciate a slight discount too with this sleek advertising concept.

Start Smart Rearranging

Shoppers don’t appreciate a store that changes around constantly. They usually like to have a good grasp of all products’ locations. Only rearrange items when necessary based on digital marketing feedback. Move rapid sellers near items that usually don’t move too quickly. Because consumers must venture to this area for the desired product, the nearby items could just sell based on association.

Every store has certain key products to push on a regular basis. Using digital marketing to communicate with customers only helps them find their favorite items while providing crucial data for the business. When the business understands consumers’ needs, they can stock shelves with confidence as products fly out the door.

Featured image credit: Diverse People in a Seminar About Digital Marketing /ShutterStock

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