posts tagged brick-and-mortar

July 22, 2016

6 major changes in brick-and-mortar retail

By Annie Mueller

Brick-and-mortar retail has come a long way. Take a look at the recent changes that are affecting current trends and will determine the best way for brick-and-mortar businesses to succeed in the future.

1. Goodbye, sales funnel. Hello, customer journey.

The sales funnel is gone. Now it’s all about the customer journey, a cyclical path which the customer can enter and exit at will, and at any point along the path.

July 11, 2016

What your brick-and-mortar customers wish you knew

By Annie Mueller

It seems tricky to get brick-and-mortar shopping right for discerning customers, used to the convenience and limitless options of online retail. First they want more interaction; then they want less. They want mobile apps; they want face-to-face service. They want delivery; they want in-store experiences. It seems like they want everything, all the time; how do you decide what to improve, what to change, and what to pass by?

June 19, 2016

Retail Challenges: the 3 biggest problems facing brick-and-mortar

By Mandy Hawkins

Remember the nostalgic stories of when it was common to walk into a store, be greeted by your first name, and receive what you needed, often based on the foreknowledge the store owner had of you? 

There were butchers ready with your roast and five and dimes that offered the best deals for your household items.  Service was superior.  People wanted to visit their favorite stores because the experience was convenient and personal.  However, the convenience and luxury of e-commerce was not yet existent. Customers didn't have the options they have today.

June 18, 2016

Against the persona, for the person: the key to brick-and-mortar success

By Annie Mueller

The most powerful writing happens when a writer forgets about the brand, the philosophy, the sales strategy, the target group, and simply writes as one person to another.

It's powerful because it's real. Ultimately, no matter what form of communication we use to share our ideas with each other, we are all limited: I am an individual, and so are you. I am tied to my individuality, my own perspective, as you are tied to yours. When I speak, no matter what pronoun or "voice" I use, I am, ultimately, always speaking as one person to another. One single, unique voice to one single, unique listener.

June 14, 2016

What retailers need to know about machine learning

By Meghan Mabey

Machine learning isn’t an entirely new science, but it’s gained fresh momentum recently. Machine learning is constantly changing and improving, allowing businesses to better predict what products customers will want. Better predictions mean higher revenue and, overall, a better customer experience that will keep customers coming back.

New advancements in the field of machine learning mean that retailers, brand owners, and managers of brick-and-mortar stores can use the same technology that Amazon and other e-commerce giants use. These online giants use the technology to offer personalized recommendations to consumers on their websites; now brick-and-mortar retailers can do the same with physical products, for a completely unique and customized in-store shopping experience.

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