Anyone who has been watching economic news in recent months, or even years, may think so. Reputable retail chains run into payment problems and in many cases this ends in bankruptcy. Then the finger tips start: on the one hand those chains did not respond to changing taste and consumer behavior, on the other hand consumers are increasingly opting for the convenience of ordering online. Is it true? Has the physical store died? We don't think so.
Physical stores - tangible comfort and higher conversion
A physical store also offers major benefits in the digital age. An online store appeals to one of our senses: visibility. In a physical store, a very crucial factor is added: sense of touch. Those looking for a soft cashmere sweater want to be able to actually feel that softness. Those who are also looking for matching accessories will find them within reach. The conversion rate of a physical store surpasses that of a webshop at the moment. But there are developments that can also overcome that. An online store with a friendly return policy, which moreover recommends matching accessories for each item, will see the conversion rate rise. Certainly stores that have all items in all sizes in stock, which is always awaiting at a physical store, create clear advantages for themselves.
How does a physical store remain successful?
What a good physical store scores and will continue to score is the combination of comfort and personal attention. It is not only the possibility to actually touch products. It is the whole ambiance and design of a store that can put a consumer at ease. Anyone who can win over a consumer through personal attention from selling staff who also have a good understanding of business will continue to do well. An investment in a lounge area where the seller and consumer can withdraw for a good consultation is an action that will pay off quickly. At a time when consumers are increasingly confronted with the impersonal nature of online shopping, this contrast, this personal interaction, can have a sales-promoting effect.
Personal attention, only in stores?
What works for a physical store actually applies to every company that receives people. Applicants, suppliers and customers all need personal attention and every company that wants to look good should consider investing in, for example, a pleasant reception area. A comfortable and inviting space where everyone can quietly wait for their conversation partner and at the same time come into contact with brochure material and advertisements from your company. If you want to set up a sales promotion area, then look for comfortable and stylish furniture to create a reception room where your guests can feel good. It will work to your advantage.