While it is true that online sales are growing at a faster rate than offline, and that online now accounts for a record 18% of retail sales, these figures mean over four-fifths of purchases still take place offline. The fact is, retailers are experiencing ups and downs across the board, regardless of whether they operate mainly online or offline. It means that the signage of your store is a worthy investment.
A December profit warning from online-only retailer ASOS proves the online sector is not immune to weaker trading. At the same time, Aldi, a predominantly offline retailer with a relatively limited online presence, saw record Christmas sales and is set to open 70 new stores in the UK this year, and an additional 300 by 2025.
Offline Stores Build Better Customer Trust
When shopping in-store, consumers can pick up and inspect a product, try it on, or test it. Offline shopping provides instant gratification, with shoppers able to take a product off the shelf rather than waiting for it to be delivered; and many consumers still enjoy the experience of visiting the high street or a shopping centre.
Online retailers are beginning to understand the importance of a physical presence, with Amazon now looking for brick-and-mortar space in the UK following its venture into physical stores in the U.S.
Ideally, consumers want to be able to mix and match online and offline shopping to suit their immediate needs. For instance, fashion and homeware retailer Next reported a rise in online sales and a decline in offline sales over the Christmas period. But with half of all those online purchases picked up in-store, it is clear Next’s customers are effectively mixing the two channels for maximum convenience, rather than choosing one over the other.
Less Competition in Traditional Advertisement Media
Radio advertising is one of the most popular ways of marketing whether we realize it or not. Since the invention of the radio, people listen to it daily.
Not only we listen to the radio while driving but radio stations are emitted in most stores, saloons, restaurants etc. This only means large groups of people are influenced at the same moment.
So, if you have a local business and you want more of the people who live in the region to hear about it, advertising your brand through radio should be your go-to choice.
Offline Marketing Builds Better Authenticity
The sense of authenticity will always be another point where the Internet fails.
Today, most of the things we find online and in some way engineered to present a certain image. This image is more often than not, entirely untrue so there is no wonder why the users are constantly seeking brands they will trust. The credibility issue is a common problem on the internet, and almost every brand faces it.
On the other hand, offline marketing focuses mainly on building candid relationships with people. Offline marketing is all about communicating and connecting with your existing and potential customers.…