Using Digital Marketing to Improve the High Street
Being a bricks and mortar retailer is tough. With almost six thousand UK high street shops closing last year and online retail sales souring, it can feel like you’re fighting a losing battle when it comes to saving the high street.
But, with more consumers than ever before choosing to browse and shop online, high-street-only retailers are missing a trick by not merging their businesses with the online world. As the saying goes, “if you can’t beat them, join them.”
Consumers nowadays want a quick, easy and hassle-free shopping experience at their own convenience, so a visit to the high street often just isn’t worth it for them.
To combat the high street blues, many independent retailers across the UK are now opting to list their businesses through online marketplaces, opening themselves up to a whole new customer base and more income.
If you’re an independent retailer looking to start selling online, but have no idea how to start an online business, we can help you to get started.
From finding the right online selling platform to learning how to market your business, you’ll soon be able to transition from a in-store-only retailer to a multi-channel retailer.
Benefits of selling online
There are many reasons why independent high-street retailers choose not to sell their products online; whether it be down to lack of time, lack of understanding or simply not knowing where to start. There are lots of benefits to selling both online and in-store, not to mention the fact it’s what your customers want – and, whether you like it or not, the customer is always right.
Available to a wider range of customers
Becoming part of an online marketplace will instantly open your business up to thousands of new customers. Selling products online means you are now no longer just a local business owner, you are a nationwide seller. You could have hundreds of people visiting your online shop at any one time – lots more than you’d be able to fit in your physical shop!
With the added bonus that people can shop online when they want, your business will no longer just be a 9-5 store, but a 24 hour store, attracting people that perhaps can’t get to the high street during normal opening times.
Customers can browse before going in-store
As a retailer, you will be more than aware of the term ‘window-shopping’. Customers love to browse before they buy, see what else is out there and then purchase. The physical art of browsing the high street is time consuming and can be disappointing for customers if they don’t find the item they are looking for – especially if they feel they have wasted time that could have been better spent elsewhere.
By showcasing your products online, you allow customers the option to browse online in their own free time – something individuals tend not to have too much of these days. If customers find something they like, they can then either buy online with ease, or opt to purchase in-store from your physical shop.
Customers can shop when they want
Once again, shopping all comes down to time – finishing work at 5pm and trying to get to the shop before it closes, rushing to the high street on a lunch break with very little time to spare, or making time in a busy weekend to visit the high street. We are all a lot busier, working often unsociable hours with endless life admin and we simply don’t have time to shop.
Providing customers with the option to shop your independent high street store online, at whatever time of the day or night that suits them, is something that will help you to compete with the bigger e-tailers. Lots of people prefer to shop local, but convenience means they go to bigger stores.
As expected, having an online presence is a great way to increase your turnover – opening yourself up to more customers opens yourself up to more transactions, more money and, ultimately, more revenue.
Imagery is key
When shopping online, customers don’t have the luxury of seeing, holding or trying on the physical product. This means that the imagery you use to sell your products is extremely important. With clothing products, shoppers like to see how the item fits a model, and with furniture products, customers like to see a 360 view.
To increase the number of product clicks and amount of transactions, you must invest in great photography. It’s easy to take great quality pictures these days, all you need is the right equipment.
With most smartphones boasting high definition cameras nowadays, you can easily use your phone to take photographs. Alternatively, if you’re a little more tech-savvy you may want to purchase a quality DSLR camera. You can even invest in a portable photography studio kit or backdrop to make your images look even more professional.
However, if you don’t feel confident taking your own photos, hire a professional – it’s literally their job to make your products look fantastic. The better the imagery, the more customers your products will attract and the more like you are to sell them.
Marketing your online business
Now that you’ve got an idea of how to start selling online, you’ll need to learn how to begin marketing your new online business. There are many ways to advertise your business online, whether it be through a social media page, social media ads, Google ad campaigns or even Amazon ads.
With 78% of online purchases influenced by social media, creating a few social profiles for your business is a no-brainer. Facebook, Twitter and Instagram are the main social media sites used by businesses today. Each of these platforms allows you to create a business account, view insights and demographics and create promoted posts (paid for ad campaigns).
A quick way to get your business page listed in Google search results is to create a search ad campaign with Google Adwords. All you need to do is write your ad – this can be as simple as a business bio and link to your website – select a list of keywords that your target audience might search for in Google when looking for a retail business like yours, then set a daily budget. Google ads are pay per click, which means you will only pay when someone clicks on your ad. Keywords cost different amounts per click depending on their popularity, so it’s a good practice to choose a range of keywords so you can target a variety of consumers.
Create a Blog
Another great way to market your business is to create a blog. On your blog, you should write articles that target your ideal customers – whether this be about your business, about your retail sector or newsworthy articles based on current affairs in your industry. By providing your target audience with inspirational and educational content, you are presenting yourself as an expert in the field. Add links to your eCommerce to allow readers the option to shop with you.
The UK high street is a part of our heritage and the rise in online shopping doesn’t have to be the downfall of it. Let’s instead continue to merge the high street with the online world, allowing online consumers to shop local and keep independent retailers in business.