Sure, nowadays there’s more digital businesses out there, maybe even more than physical businesses. It makes sense given the fact that more people than ever are connected online (and convenience culture is pretty loved). And yeah, it seems like nowadays that everyone loves to talk about how e-commerce is “killing” brick-and-mortar. Sure, maybe in some areas that’s true. But you can’t disagree with the fact that in-store shopping has it’s own magic too, right?
Just think about it; you can see the product, touch it, try it, and walk out with it the same day. The part that tends to fall flat? Well, it’s checkout. Just think about it for just a moment; if you’ve ever stood in a long line behind someone fumbling for coupons they clipped in 2007, or waited while the register froze, you know. Now sure, online shopping has set the bar for easy checkout, and customers expect in-store retailers to keep up.
Well, believe it or not, but physical stores actually have opportunities to outdo e-commerce, if they focus on making checkout more convenient, personal, and enjoyable. But of course, it all needs to be done the right way or else what’s the point?
Make Checkout Feel Like Part of the Experience
Well, for starters, e-commerce has made people lazy in the best way. One click and it is done. That’s why retailers need to treat checkout like part of the customer experience, not just the last step.
Why might you be asking? Well, if you’re buying a luxury candle in person, how much better does it feel if the cashier carefully wraps it in branded tissue paper, adds a ribbon, and hands it over like a gift? It feels special, right? Well, the five minutes you spent at checkout feel more meaningful than the two-second click online. But in all seriousness, gift wrapping, personalized packaging, or even a handwritten thank-you note with certain purchases can completely shift the way customers view the checkout moment.
Sure, you can sometimes get that too with an e-commerce business (usually around the holiday season), but that’s as far as it goes.
Coupons can Work in Your Favor
Well, here’s the irony: people love coupons online, but most e-commerce sites don’t hand them out at checkout. Sure, a lot of people used to use that Honey Chrome extension, but it proved to be garbage (and a whole bunch of other controversies, too). So, that’s where retailers can play smart. Offering an instant discount or a coupon for a future visit right at the register not only makes customers feel rewarded, but it also gives them a reason to come back.
If the customer is already there, wallet open, ready to buy. Besides, tossing in a perk at checkout seals loyalty in a way a “10% off your first order” pop-up online never will. It is tangible, immediate, and personal.
Speed is Everything
It’s one of the main reasons why people would rather buy online (even if they could get an item today). So, nobody enjoys waiting in line. One of the biggest advantages e-commerce has is speed. Now, that doesn’t inherently mean that brick-and-mortar cannot compete or anything like that. In fact, stores that nail quick, seamless checkouts often leave customers impressed.
Honestly, there’s a lot to do with it, so it’s not like there’s a one-size-fits-all when it comes to this either. But a big part of that comes from retail credit card processing that makes checkout quick and painless. Basically, you’re going to want to look into adding multiple payment options (which is one of the biggest strengths of ecommerce), from tap-to-pay cards or allowing mobile wallets, just things like that, for example.
Offer Payment Flexibility Online Can’t
Sure, online stores offer credit cards and maybe PayPal. But what about in person? Well, you can get creative if you really want to. For example, just go ahead and think about payment plans for high-ticket items, gift cards that can be activated instantly (usually you have to wait a day or so when it comes to ecommerce), or even loyalty rewards that apply right at the register without needing a clunky app (and more online stores are pushing for apps). People love that flexibility, and yeah, they’re still expecting it too.
Add Some Comfort to the Wait
No, playing music on the radio from the speakers doesn’t count. But getting back to the point, even if checkout is fast, a short wait is sometimes unavoidable, granted it’s not a dealbreaker either. So, instead, retailers can flip it into something enjoyable. It really depends on the type of store you have, but benches could work around the register, maybe a refreshment station around the register, maybe something like little tasting samples, just some sort of fun experience (but again, these are examples, so it might not apply to your brand).
