Clicks-and-Mortar Mix-and-Match
Email campaigns can be effective tools to encourage multi-channel sales, leading customers to make online and in-store purchases. I've highlighted a number of steps you can take to heighten the all-around effectiveness of your online efforts:
Help subscribers find your stores. The greatest email offer in the world won't generate in-store sales if customers can't find a store locator on your Web site. Put a directory of your various locations where it's hard to miss. "Make sure they know you are there to serve them."
Encourage cross-channel behavior. "Make it easy for customers to engage with you whenever and wherever they are". I suggest sending out coupons that can be used either at the store or for online orders. I also recommend allowing flexible purchasing options—let a customer shop online and take delivery at the store, at home or at the office. In other words, at their convenience.
Don't sell all the time. Think like a newsletter. Offer some content that benefits the customer such as general advice and little-known facts. Or split the difference with testimonials or anecdotes about the interesting ways your product can be used. This strategy helps build a relationship that can yield sales through any channel.
The Po!nt: Online solicitations can encourage a cross-channel buying experience. It doesn't matter if you complete a sale with an online shopping cart, by phone or at the register—a sale is a sale
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