Brands must advertise their online presence to convert foot traffic into digital sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 20, 2021, 4:08 PM UTC

Ecommerce sales are expected to reach $563.4 billion by 2025 – indicating that online businesses can benefit from this surge.

With regular foot traffic, businesses can see and interact with customers personally and allow customers to ask questions directly and get intimate answers. But, foot traffic is weather dependent, and brick-and-sales are declining over the years. In contrast, ecommerce offers convenience to consumers and allows a constant flow of visitors to the store. Though it takes time to get established online, online traffic is not restricted to geographical limitations and let businesses track consumer patterns.

To capitalise on the rise of online sales, businesses must advertise their digital channels around the store. Add website URLs and social media pages to offline receipts, include business cards with a discount code, put online details on the packaging and advertising details on any outside signage and in the windows for passing foot traffic.

With 69% of millennials having some form of FOMO, brands must advertise online-only sales to boost their online traffic. Offer free shipping discount codes to customers, website visitors and then build relationships by sending them targeted offers. Further, offer incentives for connecting on social platforms, highlight online-only products in marketing campaigns, cross-promote with other store owners, and leverage in-store events to create awareness around online offers and new products.

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