The world is becoming digital. Many people, including myself, do not make in house purchasing as much as we did before. Now, I take my time, look at a few products and perhaps make a purchase. But I always try to avoid buying anything when it is crowded in a store. Instead, I see what I like, come home, and make an online purchase.
But it is not always the case. For many, in house purchase is a question of there and then. It is up to you to reap numerous benefits of foot traffic and translating it to digital sales.
Understanding Foot Traffic
As the term suggests, foot traffic in marketing, describes the number of prospects that enter a store, or location. It is an important metric since it tends to lead to sales and higher revenue. Foot traffic is also referred to as a pedestrian activity, that is, the number of people walking by.
Foot Traffic Vs. Online Traffic
Advantages of Foot Traffic
- Foot traffic is all about the tangible traffic. It has been a central measure of retail success. It is directly related to sales. More foot traffic means more sales.
- It also allows businesses to have a one on one interaction with customers, and enables face to face sales. Many customers are easy to convert when they are standing right before you.
Disadvantages of Foot Traffic
However, with the rise of digital markets foot traffic has decreased.
- Foot traffic is also weather dependent. It means people will only visit if the weather is favorable. Rains and snowfall hinders foot traffic.
- Foot traffic is also limited by time. You cannot keep your store open 24/7, nor on holidays.
Advantages of Online Traffic
On the other hand, online traffic gives you multiple benefits.
- It gives you a continuous flow of visitors to the store without any time constraints.
- It also gives customers the advantage of targeted reach.
- Websites are accessible to everyone, despite their location.
- You can keep a track of your customers to spot patterns and craft a refined marketing strategy.
- It also gives customers the advantage of targeted reach.
- Websites are accessible to everyone, despite their location.
- You can keep a track of your customers to spot patterns and craft a refined marketing strategy.
Disadvantages of Online Traffic
- It is time taking to develop an identity and presence online.
- Your website is highly dependent on the internet connection and technology.
- Changing search engine algorithms put your SEO ranking at risk.
- Online presence requires money to get fresh visitors to the online store.
How can You Convert Foot Traffic to Digital Sales
The potential of digital sales is hard to ignore. E-commerce is slowly taking over the retail sectors.
Advantages of Foot Traffic
- Advertise your website
- Bargaining through online shopping
- Offer free shipping
- High light exclusive products available online only
- Hold events in the store
Advertise Your Website
Customers who visit your store might not be aware of your website. Make sure you tell them about your online presence. Advertise in the store.
You can also add the website URL and social media icons on page receipts, visiting cards, and even the packaging.
Offer the customers special discount codes for shopping through your website.
You can also pace small plaques on shelves around the store with online information.
Bargaining Through Online Shopping
People love bargains and sales. They also fear missing out (FOMO). Approximately 69 percent of millennials have FOMO.
It is a great tactic for driving sales. Offer online-only items, you can also offer discounts and vouchers to boost online sales. Put a time limit, to make them act quickly.
Spread the word among the offline customers through leaflets, brochures and small codes. Provide them with a promo code to track the success of your campaign.
Offer Free Shipping
Many people hate paying extra for the delivery. I am one of them. I am already spending USD 100, and then smacked in the face with a certain delivery amount?
According to a report, 82 percent of shoppers hate paying shipping.
If you cannot offer free shipping, then offer them a discount code. Once a customer comes to your website, engage them and build relationship by asking for their details and sending them targeted offers.
A tactic you can use is offer free shipping after a certain amount. For instance, if the buyer is purchasing an item for USD 34.00, offer free shipping on spending USD 50.00.
High Light Exclusive Products Available Online Only
Earlier I mentioned about FOMO. FOMO has played a pivotal role to keep the retail company running, especially on Black Friday. You can secure more sales online through FOMO as well.
Offer exclusive products present online only. Give the shoppers an incentive to visit your website.
But do not force the customers to buy impulsively. It can have a negative impact on your sales. Your customer needs to keep coming back.
Hold Events in the Store
Another way to convert foot traffic to online traffic is to hold in-store events. In-store promotions is a stable of retail marketing.
The goal is simple:
- To improve online/foot traffic.
- To increase brand awareness.
- To introduce new products and create awareness.
- To get people talking about your brand.
Create a buzz to attract foot traffic from prospects and give them a chance to visit your store, familiarize with your brand and your products.
While they are going through your items, promote your online channels. Hand them small business card, flyers and other relevant material to direct people to your website.
Promotion could be random, or based on a certain event such as Black Friday, Halloween, Educational, Luxurious, among many others.
Conclusion
Digital is the future. Growing number of people are preferring to go digital. However, many still opt for in-house shopping. You might have a website, social media handles and developed an account on every social account possible. But this is just the tip of the glacier. A lot of work still needs to be done. Online market saves you from maintaining and keeping a brick and mortar shop. It is easily accessible and has no time constraints.
To convert foot traffic to digital sales, offer them discount codes, free delivery and other such motives to drive people to your website, and convert.
