Brick-and-mortar businesses must offer retail “experiences” to consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 24, 2019, 6:02 AM UTC

This could be done through good window displays and visual merchandising.

In this article, the author suggests ways to boost brick-and-mortar businesses. The article suggests having a “sphere of specialisation”. Brands can consider expanding the product line after establishing themselves as market leaders in a niche.

The author notes that a lot of online retailers have created “experience centres” over time. Offline retailers must present their customers with retail “experiences”. While service remains the most important aspect of customer experience, providing a retail experience could involve creating good window displays and visual merchandising.

For brick-and-mortar companies to acquire new customers on social media, it’s vital to develop a brand persona that is real. Also, to communicate the value proposition, businesses should use AI tools along with “surgical marketing” efforts to reach the intended audience.

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