Fluorescent lighting, no parking, and long lineups full of crying children are nuisances that people, begrudgingly, have had to deal with when going shopping. That is, before online shopping. Now, especially when it comes to buying new electronics and household appliances, there are fewer and fewer reasons to get outside the door to make purchases. From the comfort of your sofa you can see products, compare their specs, and buy anything you want with the touch of a button. According to recent data, 55% of consumers prefer to shop for electronics online.
So, what are retailers to do? Even if you can’t beat the low prices and large product selection online, you can give people good reasons to visit your physical stores again and again.
Here are a few strategies innovative electronics retailers are using to get people through the door.
1. Create interactive product experiences
When purchasing new pieces of electronics, it’s important that customers get to test it out before buying it. Not only does touching a product increase the chance of customer purchases – trying out new stuff can also be fun, and hence become a great reason in itself to drive down to the store. On top of that, it’s much easier to evaluate the size, function, and feel of electronics in person. Remind your customers of that by creating areas in your stores where they can comfortably try and get a better understanding of your products.
How to start:
Set up testing areas
Dedicating specific areas of your store for testing is a great way to show your customers how your products look while in use. For example, you could have a low light “living room” space with the latest TV screens and headphones; arcade areas to test new games on different consoles; mock kitchens where the blenders or ovens can be checked out easily.
Deliver exclusive offers
Want to go the extra mile? Send loyal customers exclusive offers to test out expensive, exciting technology such as virtual reality, or AI robots. Being able to test out these unique technologies in person will give customers an incentive to visit your stores – and maybe even influence their purchases!
2. Stand out against the competition
Showrooming, in the form of comparing products on mobile – and even shopping for cheaper goods online! – while browsing in your store is inevitable. Consumers want to make sure they’re always getting the best deal possible. Establishing a connection with your customers is key to getting them to put more faith in your products over other brands.
How to start:
Engage customers with promotions
Because customers are looking for great deals, retailers need to be ready to deliver – especially if they hope to beat their competitors. Allowing price matching on products where possible and providing valuable promotions to your customers, both online and in-store, can make all the difference. Whether you choose to offer limited-time discounts, cost-saving package deals, or warranty incentives, it’s important to make sure these promotions are easily accessible to your customers to persuade them to buy.
Offer perks with purchases
Give customers exclusive perks – something they can’t get anywhere else – if they purchase from your retail store. For example, you could organize quick courses where customers can learn how to use their new camera or fitness tracker; you could offer free delivery and setup of large household appliances such as fridges or washing machines; you could give extended warranty and access to specialized repair services for expensive items. With the right retail software, this can be as easy as the click of a button and give customers a good reason to make their purchase with you.
Encourage new purchases
When it comes to old electronics, it can be difficult for consumers to understand how to upgrade to the latest model and do away with the old one. Electronics retailers have the unique opportunity to incentivize customers to visit their stores to trade in their older models for newer ones at a better price. Apple, for example, typically does this for IPhone users that want to trade in their current phone for the newest release. Electronics stores can also take old electronics off their customers’ hands. For example, allowing customers to turn in broken or unusable electronics to be properly recycled or disposed of for a reward or discount off their next purchase will motivate them to purchase with you again.
3. Be where your customers are
Having your own branded website is not enough. Today, being where your customers are means having a presence in the places where they are most active. Doing so will not only ensure they remember your brand but will also let them know you’re open to communication should they have any questions or feedback.
How to start:
Get on social media
Make sure you keep your social pages alive and successful by posting regularly, interacting with users, and encouraging user-generated content. Many younger consumers, for example Gen Z, spend a lot of time on apps such as Instagram and TikTok. Don’t forget to lead your fans and followers back to your store by offering promotions and coupons when customers take action, such as sharing your posts, or taking part in games and giveaways. Whatever your strategy, don’t forget to make it fun – that’s what social media is about!
Try pop-up locations
Just because you have a brick-and-mortar store doesn’t have to mean you have to feel tied down to its physical location. More and more brands are opening pop-up locations in areas where their products may not be as accessible. Pop-up locations give you the opportunity to experiment with a different feel or theme than your physical stores to entice customers. Or you could position your storefront in unexpected real-life places to raise brand awareness – for instance, at eco-fairs if you have a great recycling program – and engage new customers with contests, vouchers and giveaways designed to lead them back through your store’s doors.
4. Offer more than just traditional retail
Capture the interest of customers by offering services and experiences that go beyond traditional retail, offering them a unique way to interact with your brand. For example, expert events, classes, and in-store activities can work wonders when it comes to engagement – and will provide a more memorable shopping experience for your customers!
How to start:
Organize special events
Simple offers surrounding major releases or launches (think of the latest video game or of the newest iPhone), such as discounts or limited-edition gifts for the first 10 people in the store, will get them out of the house in a very real way. If you plan to organize special events, make sure you can efficiently manage them, tracking participation and success. A unified system that can connect your bookings and registrations to your sales, customer information and loyalty program is important when it comes to delivering a consistent brand experience. With all information stored in one database, you can easily identify customer bookings and purchases with no time wasted putting together information from different sources.
Personalize the customer experience
It’s worth noting that connecting experiences with rewards programs can go a long way, especially with younger generations of customers. Recent data has shown that two-thirds of Gen Z shoppers prefer to receive personalized recommendations on an app while browsing in stores. Make sure your loyalty app is easy to access and use in any of your stores. You should be able to send customers promotions and offers based on their sales history, make suggestions for purchases, and allow them to collect and spend rewards easily. You can even have them play a quick mini game for a small reward that they can use immediately at checkout!
Even in today’s digital-first world, there are plenty of ways to not only put a face to your brand but also come face-to-face with customers. Create experiences that differentiate you as a brand and make these experiences as frictionless and personalized as possible. Want to learn more about boosting your brand and streamlining customer service programs using innovative technology? Contact our experts today.
