I have been working with e-commerce since 2009 and, through research analysis and my experience in the sector, I know that e-commerce influences the commerce carried out in physical stores. But how?
Basically, the consumer of physical stores uses the internet to research the characteristics of the products he wants to buy and, after that, he goes to the store closest to his home and makes the purchase.
In addition, the consumer accesses the virtual stores to:
– Price checks
The consumer enters several virtual stores to analyze the average price of a certain product that he will later buy in a physical store.
– View product photos
The potential customer visits online stores just to see the images from different angles, check small details in the Design and visualize the general appearance of the product and then buy it in a physical store.
– Comparison of products
The consumer enters the virtual stores in order to compare the characteristics of similar products, information that he will use to make a purchase decision in a physical store.
As you can see, there are consumers who use virtual stores only to research products that they will buy in physical stores. So what we who work with e-commerce need to do is break this habit and capture these customers.
Below I propose some ways to make consumers of physical stores stop the habit of using the internet just to do research on prices and product features and, thus, effectively buy in your virtual store:
- Marketing
Use neuromarketing techniques and Cialdini's principles to create highly persuasive content, capture visitors to your online store, and prevent them from going to physical stores.
– User reviews
Let the comments of those users who say how much they loved shopping in your online store clearly appear. These comments are Social Proof – one of Cialdini's persuasive principles – that convince more than a sales pitch.
– “Sincere Website” Seal
The " Honest Site " certification, awarded by Trustvox, guarantees visitors that user reviews on your online store are from people who have actually purchased and tested your products, thus increasing credibility.
– Photographs
Appearance matters a lot , so hire a company that produces professional photos or have your own photography studio. Only put high-quality images on your online store.
- Payment methods
Learn how to choose the right payment system for your e-commerce business . The more comprehensive the system, the greater the possibility of reaching different audiences. Consider that people who don't have a credit card, for example, need the "Boleto" (bank slip) option.
- Delivery
People want to buy and have the product now, and that's one of the reasons they go to a physical store. However, if your online store has a fast delivery service , it will be easier to prevent potential customers from going to physical stores.
– One-click purchase
Use systems like Smartcheckout® in your online store, as they offer greater convenience and encourage impulse buying.
Don't worry, though, if you don't have any of these features in your online store right now. Try to implement them little by little and over time you will be able to influence the consumers of physical stores who visit your virtual store to get rid of this habit and buy only with you.
