Molly Buccini

Business owners who question the correlation between their digital presence and brick-and-mortar locations should consider the following statistic: 45 percent of consumers say shopping in stores is easier when they’ve already researched products online.

In Deloitte’s report “Navigating the new digital divide,” the consultancy firm studied more than 3,000 U.S. based consumers, and determined that by the end of 2015, 64 percent of all in-store purchases will be influenced by digital.

Mobile optimization essential for online sales

As Brafton previously reported, 46 percent of customers’ queries for products and services take place on mobile devices, so it’s critical sites optimize for mobile viewers.

Here are 3 quick ideas for mobile optimization:

  • Short articles

  • How-to videos

  • Easy-to navigate contact and directions pages

Can customers find your brick and mortar location in search? 4 steps to improve local SEO

Social media users spend more in-store

Expect social media networks to become stronger revenue streams in the next few years. People using social media to research products are also spending more, according to the report.

Deloitte Social Stat

How can you bring your products to the forefront on social media? Here are a few ways:

  • Solicit product reviews on social media: Consumer trust in Facebook has steadily increased, and as Brafton previously reported, 71 percent of people say they trust Facebook reviews for brand products and services

  • Host a contest where the winner receives a free product: This is a way to showcase products, while also generating new leads. When our client Beauty Bridge hosted a social contest that featured a signature make-up box set, it generated hundreds of new leads – and referral traffic to their website increased 59.6 percent.

  • Feature how-to videos that show users how your products can be used: Videos are quickly becoming the most shared content format on social media, and how-to videos are rewarded in mobile SERPs. Start out with simple product demonstrations, and then spice up how-to videos by showcasing alternate uses for your products.

Whether you’re an ecommerce or brick-and-mortar business, it’s important to understand that customers want to get information about a product before starting the buying process. Providing information about your products and company values can garner trust before a customer sets foot in your store.

For more information about getting your products in the spotlight, take a look at how our client netted 250k in ecommerce revenue when it added a few sentences to its product landing pages.