There is a lot of talk about the death of in-store retail business due to the shift of consumer shopping behavior online. While it’s true that more and more customers opt in to buy products online, the brick-and-motor stores are not going away any time soon. Even digital first businesses like Amazon, Warby Parker, Everlane, Away and others open physical stores understanding that people continue to use both. Ya know, it doesn’t matter where the money is coming from as long as it keeps coming :)
Whether you have a brick-and-motor store or an online destination or both, it is important to understand specific reasons why consumers use one or the other. That way you can tailor your advertising message to appeal to each group and make it more effective. At the end of the day, your main goal is to grab customers’ attention and convert it into sales.
Multiple studies have been conducted to figure out people’s shopping behavior and different motivations behind it, but most all of them boil down to the main reasons below:
Keep the above reasons in mind when you craft your marketing message. For your online shop, focus on deals and convenience, while emphasizing immediacy and product experience for brick-and motor store. You can get real creative with those headlines and call to action!
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