As an entrepreneur, you should not ignore the trend toward e-commerce and digital transformation. The good news is that as a brick-and-mortar business owner, you can promote your website to foot traffic in and around your store to increase online visibility and digital sales.
Perhaps your most significant advantage is that you don’t have to spend as much time cultivating the relationships that convert people into buyers: you’ve already done that.
Customers who enter your store know you, trust you, and are more likely to buy from you. Also, even if they haven’t purchased anything from you yet, the surrounding foot traffic is aware of your existence.
The question now is, how do you convert your foot traffic into more digital sales?
Whether your website is brand new or you’ve been running it for a while, the techniques presented in this article are accessible to everyone.
First, let’s take a look at the two main types of retail traffic, as well as their benefits and drawbacks.
What Are the Advantages and Disadvantages of Foot Traffic vs. Online Traffic?
When we talk about foot traffic, we’re referring to the number of people who enter your store as well as those who walk nearby. It has always been a key indicator of retail success, and naturally, the more foot traffic an area has, the more opportunities for sales.
Each mode of transportation has advantages and disadvantages.
The benefits of having regular foot traffic are as follows:
- allows businesses to personally see and interact with customers can generate word-of-mouth advertising and, as a result, repeat customers through recommendations
- enables face-to-face sales, which many consumers prefer; allows customers to ask questions directly and receive immediate responses
- However, there are some drawbacks to foot traffic. The decline is the most significant disadvantage. According to RetailNext, recent Black Friday sales were down 48 percent, a trend that is expected to continue as more consumers turn to e-commerce.
There are additional drawbacks, such as:
- It depends on the weather. When the weather is bad or the heat is unbearable, fewer people go shopping.
- Brick-and-mortar sales are declining.
E-commerce users benefit from the convenience and special offers that are available online. However, the increase in online sales benefits website owners as well.
The following are the primary benefits of online traffic:
- Even when you’re sleeping, your store receives a steady stream of customers.
- It reaches a specific audience.
- There are few to no geographical restrictions.
- Tracking enables you to identify patterns and improve your marketing strategy.
The following are some of the disadvantages of online traffic:
- It takes time to establish oneself online.
- There is an excessive reliance on technology.
- Because algorithms change, you may lose your position in search engines.
- It costs money to keep attracting new customers to your store.