The corona crisis has shifted the structures in retail further to online retail. Now creative solutions are needed to bring people back to stationary retail. It is becoming increasingly clear that the future of local retail lies in the hybrid form. We'll show you how you can make your store more digital now.
As a retailer, you can sell your items online even without your own online shop. When it comes to platforms, a distinction must generally be made between social media and online marketplaces. In addition to the well-known marketplaces such as Amazon, eBay and Google Shopping, there are many small and local platforms (locamo, next-door.de) through which you can reach your customers.
The retail competence center supports the initiative .
When it comes to social media, it's important to choose the right channels. While Instagram is of particular interest in the fashion sector, do-it-yourself concepts that can be used by handicraft shops and hardware stores are in demand on YouTube. Older target groups can also be easily reached via Facebook and Whatsapp.
To find out where your target groups are, it is advisable to ask regular customers which platforms or channels they use. Tips for getting started selling on online marketplaces or social media can be found on the website of the Competence Center Retail .
How can I open my own online shop?
Setting up your own online shop should be carefully considered because it means a significant investment. In addition, the shop must be well maintained. Images have to be created, texts written and everything optimized for the search engines. Ease of use is also very much in focus. Furthermore, an online shop must also be advertised on social media.
It is therefore advisable to only open online shops if they were planned anyway. All other retailers should rather fall back on the already existing online marketplaces or regionally set up platforms such as Local Buy or Kiel helps Kiel .
How can I reach my customers online?
Community education is particularly important online. If you want to reach your customers via Facebook and Co., you shouldn't just post products, but rather build a personal and emotional bond with your customers. Networking with other regional dealers can also be helpful in order to set up joint campaigns. Creativity is required. It is important to make the ordering process as simple and understandable as possible.
In addition, social networks offer the possibility to place advertisements. You can also reach your regular customers regularly by setting up a newsletter.
How do I organize the delivery of my products?
Logistics is increasingly becoming a major challenge. As more and more things are being delivered, the usual parcel services also reach their limits.
Regional initiatives have also been set up here to organize deliveries. For example, companies whose order book has collapsed offer their vehicle fleets to support dealers with deliveries. Many examples can also be found on a voluntary basis. It makes sense to team up with local companies and build a joint logistics network. A pick-up service (order online, pick up on site) can also be of interest to customers who want to do research on the Internet first.
Which payment systems are there?
NFC-enabled EC cards are particularly popular in stores. In addition to online payment systems, direct transfer and PayPal are the most widely used payment methods. Both services are quick and easy to set up, but they cost money. Direct debits and credit card payments can be set up via the house bank.
Creative ideas in demand in times of crisis
Everywhere we can see how regional initiatives with creative ideas try to support local retailers and restaurants. For example, a Kiel brewery brews a solidarity beer , the proceeds of which are distributed among the Kiel restaurateurs. Many promotions are designed in cooperation with other businesses.
Concepts such as clothing or book packages can also be interesting. Instead of in-store sales, retailers put together outfits and send them to customers by post. There are almost no limits to the imagination.
The podcast on the topic
What can brick-and-mortar retailers and restaurateurs do now to reach their customers with digital means? We spoke to Marilyn Repp from the Retail Competence Center