Brick and mortar retail stores are under siege.
Not long ago, having a well-managed store in a good location and offering competitive prices were enough to ensure a thriving business. But the dramatic rise of e-commerce has left retail stores scrambling for customers and sales.
Now, customers walk the aisles of your stores, examining your merchandise, only to pull out their phones and order that exact merchandise from whichever e-commerce giant offers the lowest price and the fastest shipping. It’s called “showrooming,” and it’s just one of the many ways e-commerce sites are threatening your livelihood.
As a store-owner or marketer, your back is against the wall. What are you going to do to fight back?
Brick and mortar chains of all sizes are feeling the impact of e-commerce.
Online sales are growing at twice the rate of in-store sales. As their share prices free-fall, retail giants Macy’s and Sears are shuttering 100 and 150 stores, respectively.
While the relative convenience of online shopping accounts for some of these challenges, digital analytics also gives e-commerce marketers a significant edge.
These advantages include data about:
Wi-Fi marketing and analytics tools give brick and mortar stores a powerful weapon to narrow the gap with e-commerce.
By using your store’s Wi-Fi router to track Wi-Fi-enabled devices in the store, you can gain valuable insights about your customers, whether or not these customers log into your Wi-Fi.
This information includes:
While many customers continue to prefer in-store shopping to online purchasing, you can’t become complacent or take a “wait and see” attitude to determine if your stores will bounce back against online competitors. Instead, fight back by leveraging tools that offer a physical counterpart to the digital marketing and analytics tools e-commerce sites use.
The first step to overcoming competition from e-commerce is discovering how to turn your Wi-Fi router into a weapon in your ongoing battle to drive revenue in your stores.
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