E-commerce has already dramatically changed the situation of former physical shopping. Customers use online shopping to get better deals and use physical stores get more information about products. In order to maintain or improve the business, the store will be the venue for many different activities that will reinforce digital sales. Many stores have re-imaged themselves to get more profits and advertisements. The methods are as follows:
- STORES AS SHOWROOMS: Tesla Motors do transactions online; instead, stores are only being as a showroom.
- STORES AS COMMUNITIES: in order to increase loyalty and ultimately sales, many stores combined the function of community service. Such as Williams Sonoma offers cooking classes, Apple has training sessions, iTunes offers sessions featuring famous musicians, and REI has a huge rock-climbing wall. The most successful community builders are the retailers who bring some of the best practices of online content marketing in-store.
- STORES AS FULFILLMENT CENTERS: some stores uses their stores as fulfillment. It’s good for fast delivery.
- STORES AS MANUFACTURERS: fast food stores can be good examples because they manufacture the food at present and deliver immediately from the store.
- STORES AS BILLBOARDS: building up the stores as a good advertising tool is a cost efficient way to promote the store at the same time increase sales such as some driving through stores.
Digital doesn’t mean the end of physical stores as traditional venues for sales, but the potential of stores to operate as showrooms, community centers, fulfillment centers, manufacturers, and billboards is strong and will help drive your digital sales.
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