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As the pandemic triggered widespread lockdowns and social-distancing restrictions, retail businesses were hit hard. Both the shutdowns and economic downturn made consumers reluctant to go shopping. The lack of foot traffic caused sales to drop for most retailers, even if they were open for curbside pickup and delivery.
However, the trend toward buy-online-pickup-in-store was already rising. And as brands were forced to rethink their approach, they discovered new ways to entice customers. The retailers that adapted during the pandemic have come back stronger than ever.
So, what was their secret?
Omnichannel Marketing
Prior to the pandemic, consumers were already loving the convenience of online shopping. A combination of retargeting ads, social media, and e-commerce kept them coming back. However, brick-and-mortar retailers were concerned, Consumers who physically browse stores are more likely to make impulse purchases and add extra items to their carts. Plus, some products, such as clothing, are much more likely to sell in-store. The small businesses were especially nervous that a certain online retailer would take all their customers.
Buy-online-pick-up-in-store emerged as a way to give customers the convenience of online shopping — but still get them…
