Sure, online shopping is convenient, you can sit on the sofa, click a few buttons, and voilà, a parcel arrives in a few days (or hours if you’re lucky). But convenience is all it’s got going for it. No really, there’s a reason why retail hasn’t entirely died. Retail stores, on the other hand, have the potential to offer so much more.
Yeah, this goes beyond some digital signage, customer service, and feel of the products, it goes way beyond that! Actually if done right, a physical shop can create an experience that blows e-commerce out of the water. Yes, people do want an experience, and that’s something that ecommerce just literally can’t do.
Make It a Third Space
For starters, walking into a shop should feel like a warm hug (without the awkward arm placement). Just think about it, for the really nice shops, there’s the comfy seating areas, pleasant smells, and maybe even the promise of a good coffee.
So, depending on your business, you could have a little café corner with a commercial coffee machine, and making even some treats from the local bakery (like muffins or cookies), and you could be serving up proper lattes while customers relax or mull over their next purchase.
People like to hang out in spots, people like to take their time and relax, and they enjoy that third space. Besides, if customers are enjoying themselves, they’ll stick around, and the longer they stay, the more likely they are to spend. Online stores can ship products, but they can’t deliver that cosy, come-on-in vibe.
Turn Shopping Into an Experience
No one enjoys a dull shopping trip. If your store feels like an interactive playground for grown-ups, people will keep coming back. No, you don’t really need anything too elaborate, but there should still be something. For example, just try letting customers get hands-on with products (like how it is at grocery stores).
Plus, clothing shops could offer styling rooms with flattering mirrors and good lighting (none of that changing-room horror lighting). Even homeware stores could create mini mock-ups to show off how items look in a real space.
Better yet, throw in a demo or two. Again, grocery stores do this, but depending on your business, you could even do this. For example, a beauty shop could host make-up tutorials, or a garden centre could teach planting tips for beginners. People love learning something new, and they get to test the product at the same time. Seriously ecommerce can’t do this (live streams and videos don’t offer the same experience as in-person).
Make Your Store the Place to Be
If you think about it, retail spaces aren’t just for selling stuff; they can also be a hub for the community. Usually, you can expect something like this for certain niches (like a game store, tabletop and cards, comics, etc.). So, you could host an event, spotlight a local artist, or throw a seasonal sale with fun activities. Plus, shops that go beyond “buy this” to “hang out here” build a deeper connection with their customer (and a strong supportive community).
