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Striking a healthy balance between physical sales and ecommerce

Striking a healthy balance between physical sales and ecommerce
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Striking a healthy balance between physical sales and ecommerce
Siobhan Stirling - Sharp Minds Communications for Capital Space by Siobhan Stirling - Sharp Minds Communications for Capital Space
Owner/Director - Sharp Minds Communications Ltd

As local retail sites continue to open up in the UK, business owners trading from a physical space rather than digitally are going to need to adjust. In the era of e-commerce, shop owners are beginning to embrace a strategy that uses multiple channels, as well as unique in-store experiences that help a bricks-and-mortar business stay relevant. Here's how to strike a healthy balance between promoting your physical sales and not neglecting e-commerce.

Make the most of your business’ digital investment

During lockdown, lots of businesses have had to diversify to offer their services online, with consumers becoming increasingly accustomed to the convenience of digital purchasing. To keep up with this, you may have invested in new infrastructure to be able to offer online sales while physical stores have been shut. As we’ve learnt from 2020, it never hurts to have a digital branch of your business to continue generating sales, so taking advantage of your new e-commerce arm is still a valuable addition to your business as a whole going forward.

Traditional brick-and-mortar retailers have been facing serious competition from their online counterparts in recent years. Many national brands without a strong online presence or ecommerce system have been forced into administration, causing concern around the future of high streets across the UK. Recently, labels such as Debenhams and Topshop have even shut down operations after failing to keep up with competitors online like ASOS and Missguided, which has been a stark warning for other brands to update their business model and make adjustments to keep up with the modern, digital consumer.

Don’t neglect your physical shop

Whilst refining a customer’s digital journey is a fantastic way to keep your business up to date, now is a great time to attract new and returning customers back to physical stores as well. As shoppers rush back to the high street, there is still a clear place for the classic shopping experience using unique and memorable offers, such as exclusive in-store only items and incentives. This can help drive engaged shoppers to your location in a way that an online sale can’t. Whilst you can promote your business on your website through company colours and tailored messaging, a four-dimensional, immersive experience is much easier to communicate in a physical space, reinforcing the value and identity of your brand.

While the rise of e-commerce and lockdown have made it more challenging for retailers to thrive, shop owners that begin to embrace a strategy that uses multiple-channels and unique in-store experiences can continue to succeed.

To find out how Capital Space could benefit your growing business,
call 0800 107 4667 or email