Adapting to the New Landscape: How In-Store Retailers Can Benefit from Internet-Based Sale Extravaganzas

Amazon Prime Day is fast approaching and shoppers are eager to get their hands on some incredible deals for a wide range of items that have been on their wish list for a long time. But even though these sales are based online, there is no need for in-store retailers to despair. In fact, there are ways to take advantage of these internet-based sales extravaganzas so that even businesses with physical stores can win.

The best thing retailers can do in order to keep up or even get ahead of the competition is to adapt to the latest trends and incorporate them into existing marketing strategies. Amazon Prime Day, for example, is exclusive for Prime subscribers. This annual shopping holiday is able to build hype for loyal customers and gives them incentives for subscribing.

Amazon Prime Day is creating an environment that is similar to Black Friday or Cyber Monday, except the deals last up to 36 hours. They can get deals for products for a wide range of products including smartphones, headphones, wireless chargers, etc.—as well as Amazon Echo and Fire products—and expect some stellar savings. Amazon is an e-commerce monster, but did you know that they only account for 4% of all US retail sales?

How Smart Brick And Mortar Retailers Can Win With Prime Day

Smart retailers will adapt to this shifting landscape by making use of both in-store promotions and the opportunities created by these online sale events.

Retail businesses who only sell products in-store are actually falling behind. Consumers in the digital age expect options when they shop. It is all a matter of convenience. Buyers want flexibility when it comes to shopping because everyone is on the go. Many people don’t have the time to visit physical stores as they are also juggling work and family responsibilities. If sellers are not offering those choices, customers may choose to pass them on for more tech-savvy competitors.

Experiential Shopping

Consumers are also not overly impressed with just buying things online anymore. Yes, it is super convenient. However, sometimes people want to experience things- experiential shopping. Like shopping for clothes, trying them on, and spending time with friends or family while doing it. These are things that online shopping cannot breach. The Shops @Rockvale understands this trend and is investing in more experiential avenues, like the Park @Rockvale. A park for kids to play and adults to relax. 

Many sellers from The Shops @Rockvale have physical stores in different locations—but they also offer ways to purchase items online, offering a convenient payment method.

According to UPS retail director Bala Ganesh, recent research shows that 40 percent of today’s shoppers use a combination of online and in-store interactions to complete their purchases.

“The days of physical stores being separated from online [shopping] are over,” Ganesh said. “They’re no longer channels that are happening on their own. The UPS survey found that a large chunk of online shoppers crosses channels during their shopping path. [Be present on] both channels and take advantage of that.”

For online-only retailers, it is not always possible or economical to set up a physical storefront. And this is where physical retailers have the advantage. Setting up a good website will still require an investment, but it will be significantly lower than having a new store constructed. Brick-and-mortar stores can easily introduce an e-commerce component to their sales and expand their customer reach significantly.

Amazon Prime Day opens up a strategic opportunity for brick-and-mortar stores, but that’s not the only event to watch out for. Back to School sales are very common, and it’s an effective way to introduce some great deals. Having an online presence helps inform potential customers that the store is having a sale. It updates them on schedules, pricing, and promos. And by offering a way to buy items online, retailers can give shoppers the options they want.

A multi-channel approach is definitely the way to go these days. Creating demand is how companies set themselves apart from the competition. So the challenge is to make sure the products are packaged and shipped as fast as it gets produced—whether it is being sold through physical stores or online.

There are a few different strategies retailers can use to help keep their sales operations well-balanced. People are always on the go, researching on phones and tablets—and so retailers must learn how to engage with them in the digital world.

There are on-demand webinars available online, such as this one: https://on.emarketer.com/Webinar-20190530-LocationIntelligence-HERETechnologies_Registration.html?ecid=AD1039 which teaches retailers how to adapt to the evolving data landscape and how to incorporate it into the business.

The Shops @Rockvale uses both methods in order to help brands engage with more customers, both within the outlet store and beyond.