Tips for combining a physical and online store

The popularity of web shops makes it increasingly difficult for many retailers to survive. One strategy for staying afloat is to embrace this new form of shopping. How do you combine a physical store with a webshop?

Combine physical store and webshop

If you have a physical store and webshop, this is also called a ‘cross channel retail strategy’ in marketing terms. Your store is at the crossroads between two different sales channels.

A web store can figuratively open the door to your physical store, but the reverse is also true. If someone is looking for a laptop, he will initially look online for a certain brand and model.

Webshop strengthened

For example, if your customer finds a certain type of computer on your website , there is a chance that he or she will buy this product directly online. Some people will visit your physical store first to see the computer in person. In this way the two channels reinforce each other.

This process is also referred to as a channel switch. It mainly occurs when purchasing expensive products. Customers sometimes find it too risky to buy something valuable online.

Less large stock

If you run a successful webshop, there is a chance that you will soon need extra storage space. Many municipalities may only use a house for a maximum of 1/3 as business space . You then quickly store the stock at the physical store, so that you can also deliver quickly to online customers.

Better meet customer needs

In theory this may all sound logical, but in the end you have to put it into practice so that the customers actually come to your store (s). Above all, a webshop must be very clear and logical, a physical store must be inspiring.

Regardless of channel, these are the most important decision factors for a purchase:

  • The assortment of your store
  • The service
  • The ability to touch or adjust the products
  • The ease of accessibility and purchase
  • The availability of product information
  • The user experiences or recommendations

One of the most important factors that plays a role in a customer’s purchase choice is ease of use. Today’s consumer wants to be able to shop whenever he or she wants.

Customers with a lack of time

In addition, today’s consumer often suffers from a chronic lack of time. In addition to the busy working week, there is the family, the sports club (of the children), family days and other social obligations. It is up to you to meet the customers in this.

For example, by combining a physical store with a web store, it is quite easy to deliver products to people’s homes.

He just can’t come to the store on Sundays because he has to play his weekly round of golf. That doesn’t matter, because he can order the curtains on your website in the evening, which will be delivered a few days later. Free of charge, of course, you include the costs in the cost price.

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