How To Retain Traffic In Your Brick & Mortar Business
Bringing traffic to your brick and mortar shop is challenging in a world where most people prefer to shop online. Yet, it doesn't mean that shopping in person is losing its appeal. On the contrary, it is the favorite strategy to build customer relationships and grow your brand.
Yet bringing people to your shop can be tricky! In a previous article, we've reviewed some of the most effective strategies to get more visitors through the door. From keeping your store clean and welcome to making sure you've got the right staff, these techniques can help increase footfall. But, more footfall doesn't necessarily mean more revenue. Many visitors do a quick round through the shop before leaving after a few minutes without making a purchase. So what can you do to retain traffic long enough to maximize purchase opportunities?
Create a cozy waiting area
Which stores need a waiting area? The answer is every type of brick and mortar business requires one. Fashion boutiques often include a set of armchairs in the fitting room. But many other businesses can benefit from the addition of a sofa and loop TV entertainment:
Highly specialized businesses where visitors need advice or guidance from knowledgeable staff — they can wait until a member of staff is available
Any service business welcoming walk-ins, so visitors can walk for their turns
High tech or luxury businesses where goods on display are not accessible
Have a digital information and self-service display
Nobody likes to queue to get served. Yet, it can be tricky to make sure visitors don't get to wait in a brick and mortar business. Therefore, the addition of digital screens can streamline the order and payment process, ensuring visitors can get what they need rapidly. Chains such as Mcdonalds' have already installed digital screens taking orders and processing payments to reduce queues.
Additionally, in large venues, brands can use the display as an information point, helping visitors find what they need easily. As a result, businesses can not only attract visitors, but also provide them with a time-saving option to make purchases. In the long term, it can help increase customer retention and grow revenues.
Make people feel safe
Masks are not mandatory, but it doesn't mean people don't worry about COVID-19 risks. Therefore, it can be helpful to consider new layout options that can reduce health risks without disrupting visits. For example, creating broad paths to reduce crowding inside the store can help some of your most vulnerable visitors feel safer.
Visitors can also choose color-coded lanyards or baskets to inform the staff about their social distancing preferences. Making safety concerns a priority can help keep more people in the store, hence increasing transaction opportunities.
The first and most important question that brick and mortar businesses need to ask is not how to get people through the door, but how to make sure that the visitors they receive are given the best chance to engage with the business. In other words, promoting traffic retention is a priority in a world where fast-paced services set the rules. Creating engagement, useful display points, and introducing safety-friendly layouts can make a significant difference in the long term.
