Omnichannel Strategy
Our brick and mortar store in the Freedom Town Center will not only be a convenient location for our loyal customers but also a key site for attracting new ones. This store will serve as our home base and house regular events like painting and yoga. The brick and mortar store also connects with our other two channels. In addition to shopping at our store, customers can pick up, exchange, or return purchases made online or through social media. Studies show that customers are no longer taking advantage of just one channel when making a purchase. An article written by Pymnts Vijay Sondhi, the CEO of NMI, states that customers have started a new trend called showrooming. Showrooming is when a customer browses and does research in-store but then purchases online (Pymnts, 2019). Having a brick and mortar store will enable our customers to do just that and will thus enhance their overall experience.
Our Store
“According to research, a whopping 50% of millennials not only go to physical stores, but they prefer going to them as a primary means of shopping” (AdWeek, 2017). This statistic is largely due to the convenience of brick and mortar stores, which is very important to our target audience, and we want to be a place where they can quickly pop in and buy something new. Our customers can visit our prime store location after running nearby errands like going grocery shopping. We will also optimize the in-store experience by providing an efficient check out process. We will uphold a 20% military discount as well as a mobile rewards system for frequent shoppers. We also want to promote exemplary in-store customer service with personal stylists who help our customers enhance their self-confidence through our merchandise (Santa Cruz, 2019).
