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Strategies For Brick-and-Mortar Retailers to Fight Online Competition
© faberNovel 2012 ••• 1 to Keep Retail Customers Loyal in the Age of Showrooming Strategies For Brick-and-Mortar Retailers to Fight Online Competition © faberNovel 2012 ••• 2 ••• Brick and mortar retailers have been facing serious challenges lately Source: JiWire Mobile Audience Insights 2012 ••• of U.S. mobile consumers are expected to use their phone while shopping in-store in the 2012 holiday season. © faberNovel 2012 ••• 3 ••• Brick and mortar retailers have been facing serious challenges lately Source: IDC Retail Insights Survey 2012 ••• The number of U.S. shoppers engaging in showrooming is expected to increase 134 % from 2011 to 2012, influencing $1.7 billion in retail sales © faberNovel 2012 ••• 4 ••• Retailers are well aware of the danger they are facing of physical retailers expect to be affected by showrooming in 2012 .but only Source: Edgell Knowledge Network/eBay Local have a strategy in place to combat it © faberNovel 2012 ••• 5 ••• Amazon and other e-retailers are exploiting this fact to press their advantage over their offline competitors. But this collapse goes both ways – and it can be used to the physical store’s advantage just as easily as it can be used to Amazon’s. The fact is this: the barrier between online and offline retail has collapsed Lower overhead costs Broader inventory Frictionless payment Quick, convenient delivery Instant access to comparisons With that in mind, here are five ways for brick-and- mortar retailers to fight back against e-commerce competitors and keep customers in their stores… © faberNovel 2012 ••• 7 Give your staff the answer to every question a customer could ask 1 © faberNovel 2012 ••• 8 ••• 1. Give your staff the answer to every question a customer could ask Empower your employees with mobile tools that let them quickly and easily access information on every product in your store Recommendation: In online stores, answers to customers’ questions are always just a click away. By comparison, store employees often come off as knowing very little about the items they sell. Today’s brick-and-mortar stores can – and should – be just like online stores: full of all the information necessary to help customers make informed decisions. © faberNovel 2012 ••• 9 ••• Case Study: Urban Outfitters “ Once we make sure this iPad works . all stores will be equipped with iPod touches and iPads .” Calvin Hollinger - CEO Urban Outfitters is currently replacing all cash registers with iPads and giving all employees an iPod Touch to create total product awareness. Source: RetailWire, CBS News The devices cost 1/5 as much as traditional point-of- sale systems, and can be turned toward the customer to share information about products as well as subscribe to newsletters. © faberNovel 2012 ••• 10 Use showrooming as an opportunity to engage the customer 2 . © faberNovel 2012 ••• 1 to Keep Retail Customers Loyal in the Age of Showrooming Strategies For Brick-and-Mortar Retailers to Fight Online Competition. retailers to fight back against e-commerce competitors and keep customers in their stores… © faberNovel 2012 ••• 7 Give your staff the answer to every