Using Online Channels To Increase High Street Footfall

While out having a drink last night, two of my friends got into an interesting and lively debate about the town they live in – the lack of major retailers in the town centre, the absence of a cinema, the need to travel to other towns for entertainment or specific stores, and the residents’ general negative perceptions of our hometown.

One comment highlighted the fact that many large stores open outside of the town centre, driving people to retail parks instead of the high street. This is probably true. But the internet also has a lot to answer for. Obviously being in the line of work I am, I think the internet is brilliant – it offers more product selection, lower prices, and is often more convenient. But at what cost to the high street?

True, online shopping can be cheaper. I remember looking for a CD as a Christmas present for my niece and finding it for £10 at HMV, while online it was £6… also at HMV. No prizes for guessing whether I bought it online or in the shop. I guess the elevated prices are because the overheads for physical shops are much higher. But given the choice of paying more or shopping online and waiting for the product to be delivered instead, many people would choose the latter.

According to a report, online retail sales in the UK are predicted to reach £52.25bn in 2015, a 16.2% increase from last year. Meanwhile, in-store sales are set to drop by 1.4%. The increase in online sales makes up for this, but that is no help for brick-and-mortar stores, which could be at risk of closing down as customers favour cheaper online-only operations.

With that in mind, what can retailers do to bring more people to their stores? We know the internet is great for getting people to buy online, but how can it be used to bring people to the high street and keep the town alive?

To tackle this, we should first look at why people shop online and then identify the ways physical stores can bring their own benefits to customers. Finally, we can use the internet to draw people’s attention to these benefits. Here are a few arguments people have for shopping online, and ideas for how retailers can counter them, using the internet to their advantage to help them compete with e-commerce rivals:

Argument 1: “Online shopping is cheaper.”

“Yes, but…

We can offer vouchers online for money off in-store. We also have a loyalty scheme – pick up a card in-store and when you have five stamps on your card your next purchase is free.”

Prove it:

By advertising special in-store-only offers on your website, in your newsletter if you have one and on social media.

Argument 2: “There is more choice online.”

“Yes, but…

We have exclusive products in store which we don’t advertise online. You’ll have to come down here to see them. Trust us, they are awesome.”

Prove it:

By letting people know about these products on your website, newsletter and social media, especially when new products come in. A teaser photo or two could also do the trick.

Argument 3: “Online shopping is more convenient.”

“Yes, but…

If you see something you like on our website, we can set it aside for you and you can come and pick it up when it is convenient, safe in the knowledge that it will be there waiting for you. It’s really easy to contact us, whether you do it by phone, email, social media, or by filling in the contact form on our website. Click and collect can be just as convenient as delivery.”

Prove it:

By making sure your contact information is really easy to find on your website, social media, newsletter, stamped on your forehead, etc.

Argument 4: “Products sold online can be delivered to anyone, anywhere.”

“Yes, but…

We can easily reach out to the people who live near our store. Our PPC uses location targeting so we only spend money on clicks from local people who are able to visit our shop. Our website is also mobile optimised, so anyone who is looking for our products or services while on the go will be able to find us, and our Google presence helps us with that, too. Besides that, our products are worth travelling for.”

Prove it:

By having a responsive website, making sure your social page is up to date, and showcasing your products in the best possible light.

Argument 5: “The internet has a wealth of information for making a purchasing decision.”

“Yes, but…

At our high street store, our customer service is impeccable. We offer a personal shopping service, we can help you choose the right product for you, and we’re experts at this stuff. Plus, we’re the friendliest folk you’ll meet and you will want to come and see us again.”

Prove it:

By showing your personality on your website, blog, newsletter, and social media, as well as using social media to answer questions and help people, and by writing blog posts showing you know your stuff.

If you are able to respond to the above arguments in a similar fashion, you will be well on your way to increasing visitors to your store. And once customers have seen how great your store is, they will keep coming back.

To make sure they do and that they don’t forget you’re there, keep promoting your store and shouting about why people should visit you, by harnessing the power of your web presence.