Ring the bells! The holiday season is approaching and shoppers are getting ready to hit the stores. Research from Blackhawk Network found that 28% of shoppers said they plan on visiting physical stores more often this year than they did in 2018.
That puts some pressure on digital marketers to drive shoppers to physical stores – especially as that’s where 79% of impulse purchases take place. There’s a lot of revenue on the line, and placing the in-store experience on the back burner will only be detrimental to success.
We’ve compiled some email strategies to help you encourage holiday shoppers to take a trip to your physical locations.
1. Make it easy for them to find their nearest store
Of smartphone owners who use their devices to help them shop, 82% use the search term “near me” to help them find store locations, according to Uberall. That’s even higher among the millennial demographic – with 92% searching for stores in close proximity.
Don’t make your audience go hunting for their nearest store. Instead, use your email content to make it perfectly clear where your stores are located. Include an address, as well as a link to get directions, and the store hours for their nearest location. This is especially pertinent during the holidays when shoppers are scrambling to get their shopping done on a deadline.
2. Shout your in-store deals from the rooftops
It goes without saying that consumers are hungry for deals during the holiday season.
In a RetailMeNot study published earlier this year, 65% of Americans said receiving mobile coupons they can redeem in-store is important when shopping in physical stores. And 69% said receiving a personalized offer on their phone that they can use in-store would make them more likely to visit a brick-and-mortar location.
Make your messaging clear. If you are extending any deals to your physical stores, let consumers know. They are open to receiving codes on their mobile phones that they can scan to redeem in-store.
3. Give them compelling reasons to visit your stores
U.S. consumers told Accenture in a recent survey that physical stores play a major role in inspiring their holiday purchases.
Use your email messaging to inspire customers even further. Let them know that there are certain things they can only do in physical stores. For example:
- “Find the perfect fit!” If shoppers are buying party attire or even a clothing item for a loved one, encourage them to go in-store to try items on or to interact with products in person.
- Outline different ways to buy. While many people love the in-store experience during the holidays, there are a ton of shoppers who despise it. They want nothing to do with the crowds and long lines. If you offer any “buy online, pick up in-store” options, let them know. Inform your customers that they can shop from the comfort of home and save on shipping by picking up in-store.
- There’s nothing like that sinking feeling of landing on a checkout page only to realize your items might not arrive on time. Remind consumers of shipping deadlines and that by picking up in-store, they can get products immediately.
4. Share stock levels for the nearest store
Before going to physical stores, Gen-Z shoppers want to know if it will be worth their while. Some 60% of Gen-Z consumers always or sometimes check a store’s inventory availability online before going in to make a purchase, according to a Profitect survey cited by RetailWire.
Rather than making your customers hunt for what’s available, include that information within your emails. Integrate localized product data within your email platform and use it to build dynamic campaigns. When your shoppers open the email, they’ll see updated inventory levels for featured products at their nearest store location.
5. Play up local trends and weather
Picture this: It’s December and it is freezing up in Milwaukee. But, it’s a different story in Miami with its 75-degree weather.
When it comes to clothing and decor, there’s a good chance that shoppers in different climates will have varying shopping patterns. This is a chance for you to give consumers an idea of what’s trending in their specific part of the country. To take it one step further, you can even build dynamic campaigns based on the weather. If a cold front hits Miami, you can let customers know that they can run into the nearest store location and buy scarves and gloves for their loved ones.