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By Brooke Chaplan

Staying in business while competing with digital stores is an important part of helping your business thrive and something you think about when you have so much digital competition. People love to shop online, but some people still love to walk into a store. People love to shop; it is a social event. Going to a shopping center or an artisan store is more fun than sitting at a computer and shopping for something. Despite the growth of the digital store, there are still intelligent things you can do to keep your brick-and-mortar store competitive.

Here are a few ways you can upgrade your traditional retail store and future-proof your sales.

Think of why people shop online

People love to shop online because it is convenient. It offers more shopping opportunities for people that work or find it hard to get out and about. It saves time, and shoppers can sometimes find better prices. But shopping online also has its drawbacks. For instance, you can’t try things on, and you can’t feel the material of a garment before you take it home.

Real shopping is a social event. It is something you can do with friends and family, and it is enjoyable. That is something you cannot get from digital shopping. Plus, shopping in brick-and-mortar stores gives you the satisfaction of meeting that immediate need for something.

So maybe the answer is not an either/or kind of thing. Maybe you can help your customers by letting them shop in-store or online, even while they are still in the store.

Focus on the experience

In a modern brick-and-mortar store, you need to focus on more than just the STUFF. You need to give people the experience related to the product. So, you could focus on events, discussions, or conversations about activities that relate to your product. For instance, bookstores offer readings. Cafes offer open mics, and movie theaters have cult films. These are activities that help the store sell and use its space creatively.

Find ways to bring people together in social activities and help them see how your products can help and give them these kinds of experiences.

Remodel

Be sure to do basic maintenance and remodel for a clean and modern look every year or at least every couple of years. Most customers don’t like to visit a shop that looks old and dank. Be sure to use modern light fixtures, add comfortable seating areas, and keep indoor temperatures comfortable. Professionals like Everest Systems mention that comfort is a critical factor in bringing customers into a brick-and-mortar store. It is always important to seek professional advice when looking for ways to improve your business. A simple roof spray could improve the appearance of your building while also prolonging its lifespan.

Open a pop-up store for special occasions

This is a temporary shop or marketplace where you can meet and greet new customers. An expo, fair, or other similar sites might be an excellent way to get people to identify with your brand and start to come into your store. A pop-up can also offer a sense of urgency and let crowds know that these products are only around for a certain amount of time.

Consider geo-targeting

Location is critical in business. Adjust your marketing and your online SEO to help you show up for local shoppers. This allows people to see your service online but also get in the car and visit your brick-and-mortar store. Using Facebook and Instagram ads can also target people who live nearby and get them to come in and see your store.

Keep abreast of new retail trends

Staying on top of decor and changes in the retail industry can help you keep and bring in new customers. So don’t be put off by digital stores. Keep making the best of the advantages a brick-and-mortar store has over an e-commerce website.

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Brooke Chaplan is a freelance writer and blogger. She lives and works out of her home in Los Lunas, New Mexico. She loves the outdoors and spends most of her time hiking, biking, and gardening. For more information, contact Brooke via Facebook at facebook.com/brooke.chaplan or Twitter @BrookeChaplan.