Brick and mortar stores can still outdo Amazon with ‘Amazon Can’t Do That’

Hurried ShoppersIn a study titled “Amazon Can’t Do That” polling 1,500 consumers spanning the three generations of Millennial, Gen X, and Boomers research group, WD Partners concluded that shoppers still prefer feeling, walking around, and gathering with friends and families during the holiday shopping season. Whereas Amazon is no longer just a store for books, the grand giant now sells everything that can be sold or delivered, so how do local stores compete, and what needs to be done to gain customer loyalty even after the last ornaments have been neatly tucked away?

As convenient as it was to shop on Cyber Monday, the news media burst  with headlines displaying throngs of shoppers postponing their family turkey dinners to stand in line for incredible deals such as 50″ flat screen televisions for $199, kitchen appliances at hefty discounts, or the most popular toys being sold in record numbers at Toys R’Us on Black Friday. Mix that with movie stars such as Jessica Simpson, Justin Bieber, and others superimposed talking to Kris Kringle in the Macy’s Department Store advertisement, which for the first time ever, opened on Thanksgiving Day, there’s still some profound popularity for the brick and mortar experience to find good service, good sales, and the nostalgia of the Season.

Still stores can’t depend on that warm and toasty experience shoppers love as they purchase gifts for their families and friends. Stores need to give customers what they want and make the experience pleasant if they want to see these same people post holiday time. If the shoppers’ experiences wind up with poor customer service, it’s apt to show up quite quickly on social media, and that could end up in a long run to recovery. It’s about making the experience stand out; some bonuses the shopper may not experience if they chose the online shopping path can also help build loyalty. For instance:

  • Offer free attractive gift wrapping and have numerous employees there to keep line waiting time to a minimum.
  • Offer free shipping for more expensive and luxury items with insurance.
  • Make customer assistance convenient and quick for shoppers. Use email, telephone calls, and live chats to help with service.
  • Use loyalty cards and give one out to every customer during the holiday shopping season that can quickly add up and provide a benefit or discount after the season. Make it an attractive offer and build customer loyalty at the same time.
  • Make sure to thank every customer, apologize for any oversight, correct the problems, and ask how you can be of any further assistance.
  • Offer discounts for multiple purchases. Everyone likes “buy one get one free.

According to WD Partners, however the brick and mortar store should be ” a place of inspiration and ideas that leaves shoppers with a high or sense of euphoria. The in-store shopping experience must offer more than a warehouse does. Retailers who provide this type of shopping experience will be successful this holiday shopping season.

“The store should be a place of inspiration and ideas that leaves shoppers with a high or sense of euphoria,” Lee Paterson, executive vice president of creative services of WD Partners, said in the study. “The in-store shopping experience must offer more than a warehouse does. Retailers who provide this type of shopping experience will be successful this holiday shopping season.” – See more here.

photo by: cruiznbye