Why more and more online brands go offline
Urlaubsguru did it before, Mister Spex and some online retailers followed suit. But why do more and more online businesses go offline? Trend or isolated cases?
The Omnichannel trend is gaining in popularity and various online shops are following. The own stationary shop can have several advantages for a company. Does the retail trade still have a chance?
Usage of all sales channels
Jens Peter Klatt of Mister Spex confirms: “The stores strengthen brand awareness […]”. Very good examples are Amazon, Zalando and mymüsli. They have used the shops for their own purposes before and with success!
Due to digitalisation, the stationary trade has already had to take a lot. But despite the many advantages that e-commerce offers, the origin remains in stationary retail.Every company is looking for a unique business model to differentiate itself from the market. Online and offline optimize each other and ensure that both channels grow. In addition, this strategy provides an excellent option to differentiate yourself from the competition.
If online companies use the opportunity to present themselves in several sales channels, this results in brand growth and can have a positive effect on their own reputation: “We have tested the added value for our customers in the first showrooms in Berlin and Vienna and we are looking forward that our customers from the Rhine-Main region can now also try out our collections before buying online,” confirms Home24 CEO Marc Appelhoff on neuhandeln.de.
In the online commerce there are already endless possibilities to market oneself or to place advertisements. But not every target group buys online nowadays.
Attracting new customers
The advantages of online trading are by no means controversial: opening hours 24/7, various payment systems, delivery to your door and simple return conditions. It can be that simple. Online companies offer customers greater freedom of choice, they can decide for themselves which offer suits them best and draw comparisons. However, in some cases an individual offer or advice is more efficient for the customer and deprives new customers of their scepticism and lack of trust.
Stationary shops increase the credibility and trustworthiness of the company because the business is now visible and accessible. The customer has direct contact partners and his questions are answered with much time and with an individual consultation. Thus, the customer builds trust through a different approach. Customer loyalty is created. The online company receives even more information from the customer, which remains undiscovered despite the surfing and clicking behavior, and can thereby optimize its offer even better.
Costs and effort
The combination of online trading and stationary shops also entails new expenses. An offline store requires rent, equipment, new staff and other costs. Expenses that an online company does not have to finance. Moreover, regular opening hours must be guaranteed here, in which the customer finds competent personnel.
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Urlaubsguru – one of the strongest travel brands in Germany with over 7 million fans on Facebook.
Following the successful opening of the first store in Unna, the second store was opened in Münster on 1st of December 2018. Schwarz+Matt accompanied Urlaubsguru from the first concept of the “travel agency of the future” to the second opening. It should stand out from classic travel agencies and appear in a new flair. In just six months, we opened two stores in Germany with a prefabricated shop design concept, construction coordination of the various trades and 3D visualization. In its first year, Urlaubsguru carried out over 30 travel consultations a day in its offline store in Unna, expanding its business with a new variant.
Conclusion: Offline trading entails new options
The offline trade is an ingenious tool to make your own products or services more popular. Different sales channels enable companies to achieve higher sales figures and product awareness. The customer also benefits from the advantages and receives individual face-to-face advice. So, if the online trade goes offline, these are by no means just isolated cases!