Entrepreneur Magazine recently highlighted the challenges facing brick-and-mortar retailers. They addressed the need for them to innovate in order to compete and flourish in a digital world, highlighting the innovation of a local Dallas business, Glass-Media. There have been many experts who have predicted that the death of brick-and-mortar retailers is just around the corner. But instead of dying, businesses are innovating instead.
Perhaps it is Amazon’s move to open their first brick and mortar bookstore that will finally change the narrative. However, Davide Savenije, a senior editor at Industry Dive, believes the challenges facing brick-and-mortar stores are very high. He believes that there is a looming shakeout that will result in bankruptcies and closures. While online commerce continues to grow, there is the need to build a bridge between the real world and the digital marketplace, if physical stores are going to remain profitable.
Amazon is offering customers a new way to shop. However, it is also giving the company an opportunity to create a different shopping experience. Americans are highly connected individuals. The desire to disconnect from the Internet and their devices is leading them to reconnect with retailers. They are looking for the face-to-face contact that mobile commerce just cannot provide. It is also because of mobile devices that digital marketing can help to draw in customers that otherwise may shop online, instead of in person.
Innovation by firms such as Glass-Media, allows brick-and-mortar businesses to digitalize the street-facing glass on their building to offer dynamic advertising, engaging consumers before they ever enter into the location. Offering a Point-of-Presence (POP) solution, the storefront of a brick-and-mortar location is transformed. This is digital advertising to help get your customers into your doors, without the need for paper ads that are cumbersome and expensive to print, or traditional electronic advertising that relies on bulky TVs and other required equipment.
In order to overcome the challenges facing brick-and-mortar stores in light of increasing online competition, it is the little touches that make the difference. Digital marketing that is interesting and engaging, sways the consumer to forgo their mobile device to shop, and instead enter into a store.