With retail becoming increasingly multi channel, there are many ways of promoting your company’s website instore.
Everyone who visits your high street store is expressing an initial interest in your product range, even if they do not purchase during their store visit. In the vast majority of cases, once they have left your store you have no idea who they are and have no way of communicating with them in the future. Simply capturing contact details such as an email address instore can be extremely valuable as it can quickly grow your email database. The email communications you send to these contacts will keep them up to date with your offers, as well as reinforcing your brand message. This can encourage them to buy online or revisit your store again in the future.
Often, incentives are used to capture email addresses; the most common is competition entry. However, a large book retailer also used discount vouchers as an incentive recently. If you gave your email address and subscribed to their marketing emails at the store checkout they would email you a 15% off your next order voucher which could be used either instore or online. Techniques like this can be extremely powerful and can drive significant growth over a short time frame.
Websites can also be promoted directly by sales people instore. For example, in the run up to Christmas or during a busy sale period, stores can be out of stock of best selling or heavily discounted lines. Customers can be directed to the website if stock is available online and can still take advantage of the offer or buy the product they are interested in.
Prominently displaying your web address on all instore signage and promotional material will make store visitors aware of your site and encourage them to find you online in the future. Many stores actually include the domain after their name in signage to reinforce their online presence.
The above methods will all further engage the customer or store visitor with your brand through increased communication and will help to build a long term, profitable relationship with them.