he same shopping experience from you no matter what. It’s all about creating a unifying experience across all your sales and promotional channels,” says Pound. “Previously retailers kept their store and online presence separate, and many still see it this way. Lots of New Zealand retailers have a website or online shop they update sporadically that is managed separately from their retail store. But there are so many new developments taking place in our industry such as click and collect and customers demanding instant and easy access to products that this simply isn’t the best way to run a business anymore. “Online does not have to be at the expense of bricks and mortar retail. There are a number of ways you can use online tools to grow your retail store business.” Pound advises the following use of online tools to grow a retail business. “Start thinking like your consumer. The first place a customer now goes to shop and look for something new is not the high street but the internet. Are you where they are? The best way to find out is to ask them. This is particularly easy for smaller retail store owners who interact with their customers daily. What kind of online platforms do they use? Would they appreciate advice and tips, or perhaps they want exclusive previews of new products? Once you identify how your customers like to shop, where they look for new things and the experiences they enjoy, you can work to make it happen,” he says. “Ramp up your social channels and photography skills. Social channels, particularly Instagram, are becoming more and more influential in generating sales for retailers. And this is all about great imagery. Build a small photography studio in your office with a white board and good lighting so you can constantly create new content to share online. Crane Brothers, for example, has been doing this with great success. If you’re not confident with taking photos, go on a basics in photography course or enlist a talented staff member to help. Use images to create interest in items that are available to buy immediately and then send people somewhere they can buy them from you. For example, stagger new product ranges and announce ‘new instore’ items on social media weekly, or even daily, and mention the other colours available instore. Two great tools for this are Flipagram, where you can create short videos using photos and post them to Instagram, and Soldsie, that allows people to buy directly from your Instagram simply by commenting. “Get on the map. Make sure your business is easily found on online channels. An internet search is what modern shoppers turn to in order to find products and stores. The best way to do this is to add your company details and website information to Google Places as it’s free and is the first thing people see when they search for you online. Also be sure to add your address and contact number to your company description on your Instagram and other social media accounts. This will show online and mobile users that you have a physical footprint and encourage people to check out the store in person. “Use Google Adwords. It might seem like a big step but it can have a huge impact on your business. If you don’t know much about online advertising and SEO, hire a consultant who does. There are lots of experts in NZ who can help set a strategy for your business for around $500. You can then set the rest up yourself as the Google system is easy to navigate. And make your ads visually appealing by always including an image – most Google ads are just lines of text so this is an easy way of standing out from the crowd. “Invest in good content. Create interesting and well-designed electronic direct mails to your customer base. But make sure these emails always provide value in that they must compel people to open the message and take action. Include a strong offer, great images, or exclusive deals and previews. You’ll build a loyal following of repeat customers and can use it to drive traffic into your store. Don’t be afraid to do offers as these are the rewards for being subscribers and getting another email in their inboxes.” Pound points out that Auckland fashion store Glamour Boutique has created another clever way to bring online and instore together by providing a FaceTime service for customers. “With computers set-up instore, staff can chat with customers outside of Auckland face to face, show them the latest arrivals, and give them a special and personalised shopping experience,” he explains. According to Charone Mackessack, MD of Glamour Boutique, its customers love being able to FaceTime with Glamour Boutique. “We’ve got a few customers who are based in Whangarei and other areas out of Auckland and so they often purchase from us online. By giving them that instore experience over the internet we can make their online shopping process much more personal and enjoyable, and we’re seeing an amazing increase in our sales and repeat business because of this.” These tips and more were shared by Vend at its recent Retailer Meet-up series on Omnichannel Success. Vend’s monthly meet-ups are free to attend and bring together local retailers to discuss industry issues, developments, tips and tricks in an informal setting. For further information, visit https://www.vendhq.com/events.