Strategies for Brick-and-Mortar Stores to Compete with Online Retailers

In today’s digital age, brick-and-mortar retailers face unique challenges as they compete with the convenience of online shopping. However, physical stores still offer invaluable services that can’t be replicated online, particularly when it comes to specialized products that require expert fitting or advice. This blog post explores strategies for retailers to leverage their in-store expertise while adapting to changing consumer behaviors.

The Value of In-Store Expertise

Physical retail stores, especially those specializing in niche products like dancewear, athletic shoes, or specialized equipment, offer a level of service that online retailers simply can’t match. The ability to try on products, receive personalized fittings, and benefit from expert advice is invaluable to many customers. However, some consumers are taking advantage of this service without making a purchase, using brick-and-mortar stores as showrooms before buying online at potentially lower prices.

This practice, known as “showrooming,” can be frustrating for retailers who invest time and resources into providing high-quality customer service. It’s essential for store owners to recognize the value of their expertise and find ways to monetize it effectively. After all, the knowledge and skills of staff members are a significant asset that shouldn’t be given away for free.

One approach that many retailers have found successful is implementing a fitting fee. This fee, typically ranging from $20 to $50, can be charged for professional fittings or consultations. The key is to make this fee redeemable against a purchase, encouraging customers to buy from the store rather than going online. This strategy not only helps offset the cost of providing personalized service but also acts as a deterrent to those who have no intention of making a purchase.

Adapting to Changing Consumer Behaviors

While charging for fittings can be effective, it’s also crucial for retailers to adapt to changing consumer preferences. The trend towards online shopping is undeniable, and savvy business owners are finding ways to bridge the gap between their physical and digital presence.

One strategy is to develop an online store that complements the brick-and-mortar location. This allows retailers to capture sales from customers who prefer the convenience of online shopping while still offering the option of in-store fittings and consultations. By creating a seamless omnichannel experience, businesses can cater to a wider range of customer preferences and shopping habits.

Another approach is to focus on carrying exclusive or hard-to-find products that aren’t readily available online. This gives customers a compelling reason to visit the physical store and makes it more difficult for them to comparison shop online. Retailers can work with suppliers to secure exclusive deals or limited edition items that set them apart from online competitors.

It’s also worth considering partnerships with manufacturers or online retailers. Some businesses have found success by becoming authorized resellers or fitting centers for popular brands. This can involve arrangements where the physical store handles fittings and customer service, while online orders are fulfilled through a partnership with the brand or a larger online retailer.

Enhancing the In-Store Experience

To compete effectively with online retailers, brick-and-mortar stores need to focus on creating a superior in-store experience that can’t be replicated online. This goes beyond just offering expert fittings – it’s about creating a welcoming environment and building relationships with customers.

One way to enhance the in-store experience is by offering additional services or perks to customers who make purchases in-store. For example, a dance supply store might offer free or discounted dance classes with the purchase of shoes, or a sports equipment retailer could provide complimentary maintenance services for items bought in-store.

Creating a loyalty program can also incentivize customers to continue shopping in-store. This could include points that can be redeemed for discounts, early access to new products, or exclusive in-store events. By fostering a sense of community and offering unique experiences, retailers can give customers compelling reasons to choose their store over online alternatives.

It’s also important to train staff to be knowledgeable not just about the products, but about the broader context in which they’re used. For instance, staff in a dancewear store should be able to offer advice on dance techniques, upcoming performances, or local dance schools. This level of expertise and engagement can create a valuable experience that customers are willing to pay for.

By implementing these strategies, retailers can adapt to the changing retail landscape while still leveraging their unique strengths. The key is to recognize the value of in-store expertise and find creative ways to monetize it, while also embracing the convenience and reach of online platforms. With the right approach, brick-and-mortar stores can continue to thrive in the digital age, offering a unique and valuable service that keeps customers coming back.