subject: Retailers Can Create Endless Aisles And Increase Sales [print this page] At this point in time, all progressive retailers should have presence in the real bricks and mortar world as well as in the virtual world. The majority of your shoppers will shop in your stores as well as on line, so why not offer that opportunity right in your stores?
Your customers will typically shop on line when they have a free moment at home, at work or want an item that is not offered in your stores directly. Customers may plan on ordering on line when they get home but get so distracted that they never do. There may be items that you sell in your store that are large, and customers prefer to order on line so that the products are delivered right to their door.
If a customer is in your store, and they've discussed a product with your employee at length that you may not stock at your particular location, why not direct them to an order kiosk to order on line right in the store? You can close the sale during the customer's visit even of you do not have the item. Your warehouse will ship them the goods in a couple of days and really add value to the experience!
items too large or items that customers may not want to carry around are perfect choices for on line purchases in the store. Your on-line kiosks save the risk of the customer not following through with a purchase when they get home, and reduces the risk that they will buy from a competitor.
Studies show that there is a very high possibility that customers will use an in-store buying terminal because they are in a positive frame of mind and focused at that moment on your store and the discussion they've had with your sales employees.
Also, think from the customer's viewpoint how great an experience it is to place an order while in the store and have it arrive right to your door just a few days later! These type of purchasing experiences build great long term loyalty as you become their in-store and on-line merchant all wrapped up into one experience.
Today, creating an online buying terminal in your store take a small amount of space and an accessible computer terminal that is on line to your website. You'll want your webmaster to program it like an INTRANET terminal that is wired only to your website so that customers don't use it to surf the web for unrelated issues or items, or worse still, shop from the competition in your very store!
It's time to integrate your on line store with your bricks and mortar one. Set up a few terminals in your store and guide customers to them when items may be in your warehouse but not in your particular store, or for items where customers can enjoy the convenience and added value of home delivery for larger items.
Take Action Today:
1) Create two or more on line terminal kiosks in your store for an integrated shopping experience.
2) Train employees to take customers to the kiosks and help them make on line purchases when appropriate.
3) Consider offering an incentive for customers who shop on line in your store with a future discount coupon or similar reward.
by: Ronp
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