The retail industry is awash with various buzzwords and it can be hard to know what the latest focus is. Now more than ever, retail is evolving over various platforms with ‘customer experience’ being at the centre.
‘Bricks and clicks’ is one of the latest in retail terminology and describes retail businesses which exist both online and in physical stores. Usually customers can walk into the physical shop, hence ‘bricks’ or purchase via eCommerce ‘clicks’, and so the term simply refers to customers shopping seamlessly with your brand across both physical and online stores.
Although operating with separate channels, bricks and clicks retail businesses operate as a single body so the terms ‘omni-channel’ and ‘bricks and clicks’ can be used interchangeably. If you’re an omni-channel retail business then getting the customer experience right across your bricks and clicks is essential, and getting it wrong can be catastrophic.
In this guide, we share how to succeed with your bricks and clicks retail business.
Since the development of online platforms, the consumer journey has become far less straightforward. Social media has played a big part in the transformation of the way people make decisions for purchases. Unsurprisingly, retailers have needed to adapt to this shift in order to keep up. Simply put, it’s not enough to be a single-channel retail business.
The ONS reports a decline in internet sales as a percentage of total retail sales since they peaked during the COVID19 pandemic. These levels are still elevated compared to the beginning of 2020 so we know that internet shopping is not to be overlooked.
According to a recent report, ‘understanding how customers want to engage with a brand is a constant battle.’ The benefits of quick and convenient shopping may attract some consumers, while a more personal experience in a physical store may be preferable to others. There is also the balance of ‘webrooming’ and ‘showrooming’ to consider:
Certainly when buying more expensive items, 79% of customers still prefer to visit a physical store to make the purchase, even if they’ve been researching via an online platform. In contrast to this, 70% of customers have seen a product in store and then made the final purchase online.
Clearly the synergy between shopping online and in-store is what attracts customers and their ability to move fluidly between bricks and clicks depending on their level of trust in a company. With such a large percentage of consumers researching their purchases online but putting their trust in the physical stores, it’s essential to be a bricks and clicks retailer.
There are various online channels to choose from these days and much to consider for each of them:
The channels you choose should be a decision made carefully by considering your audience. For instance, a younger consumer is more likely to engage with your brand through social media platforms so investing in your social media presence would be a must. If you’re looking to attract a wider audience then gaining exposure to your brand on third party marketplaces or comparison engines would be the way to go.
When you’re sure of the channels that make sense for your omni-channel business, it’s time to set up a unified system for logistics. Despite having great online sales channels, your retail business is nothing if you’re not on top of your stock. Common problems with inventory management can include selling items twice due to not having up-to-date data for your stock, overstocking or understocking. Mistakes like these can be very costly to retailers and most consumers will quickly move onto your competitor to supply them.
With Saledock’s unified ePOS, you can manage your multi-store, online and marketplace inventory from a single app. Inventory levels are instantly updated with every sale, whether it’s made in store, online or on social media.
In such a fiercely competitive market, you can’t expect customers to simply find your online channels. You have to make your presence known with promotions and marketing. This could include:
In addition to this you might also want to consider:
Having data from your bricks and clicks will give you a wide-angle view of your whole business. With Saledock’s reporting and insights tools you can understand your business better with real-time eCommerce and point of sale reporting and analytics. Saledock allows you to discover customer buying habits, how often they shop and how much they spend. With these insights, you can personalise your customers shopping experience and target your marketing campaigns more effectively.
We have a few top tips to share:
The first step on your eCommerce journey is to equip your physical stores with a powerful ePOS to start off on the right foot. Saledock offers a true all-in-one ePOS, eCommerce and inventory solution:
See for yourself why Saledock has been named Point of Sale Technology of the year at the 2022 Retail Systems Awards! Get in touch to find out how Saledock can help you get started with bricks and clicks retail.