Online and offline retail sales no longer work in silos. The Harvard Business Review published a case study about the role of websites in the modern-day retail industry. That case study found that many retailers are struggling to convert shoppers in-person — instead, consumers browse in real life and opt to make the purchase online at a later date (a phenomenon referred to as showrooming).
It’s an interesting dilemma, and it brings up the importance of a retailer’s in-person and online presence. And whether customers are browsing in-store or online first, those multichannel shoppers present a lot of value and opportunity for retailers. Why? Well, customers who purchase both online and in-store have a 30% higher lifetime customer value.
And more consumers are finding your website first. Almost all (96%) of online shoppers search for local businesses online. If you don’t have a website, you’re missing out on a lot of potential sales, whether you want to open an ecommerce store or not.
So, how can retailers capitalize on those website browsers? Here’s what you need to include and how to promote your brick-and-mortar shop on your store’s website.