The recovery is starting but why has this not been felt more vigorously on the main streets and shopping centres up and down the country? The answer may be the continuing rise of online shopping. Anecdotal evidence includes the rise of companies like Parcel Motel. This service, which allows shoppers to have goods delivered to designated mailboxes in convenient locations near work or supermarkets, is expanding enormously in Ireland.
So much so that one Parcel Motel location at Tesco, Drogheda was so over-run in the period before Christmas that the company sent 80-seater buses laden with parcels because they had run out of space in the existing mailboxes! This offers a huge opportunity for Irish retailers as that revenue is not being spent on the high street. It is being spent in the UK and US via e-commerce websites and online shopping offerings.
So, what should Irish retailers consider to complement their retail outlet? It is important to remember that consumers often want to access retailers on multiple platforms, including online and mobile devices. Therefore, if your business is not online already, it should be. In practice, online business complements a 'bricks and mortar' store, adding an extra level of service for customers. For example, customers may do their research online and then come into the store to complete the purchase. If your retail business already has an online presence, it is important to have clear goals about what you want to achieve.
What action do you want customers to take when they reach your site? Do you want them to make a purchase, visit a product page, locate a store, contact your business or sign up to your newsletter/social media? A Digital Marketing Strategy is essential in order to define your business goals and set out a plan to maximise the benefits of using the internet to market your retail business. Why not contact MOR today for e-commerce and digital marketing advice to help your business to compete and win online?
