Successfully Merging In-Person and Online Sales for Furniture, Mattress, and Appliance Retailers

In the ever-evolving landscape of retail, the digital and physical worlds are no longer separate entities but rather two sides of the same coin. For furniture, mattress, and appliance retailers, this convergence presents a powerful opportunity to enhance the customer experience and drive sales. At R&A Marketing, we’ve spent over three decades helping businesses like yours navigate these changes and emerge stronger. Today, we’re diving deep into a strategy that’s transforming the industry: “clicks to bricks.”

Ecommerce stores have undeniably revolutionized the way we shop, offering unparalleled convenience for both business owners and customers. However, the tactile nature of our industry means that in-person shopping will always hold immense value. There are times when a customer simply needs to see, touch, and experience a product before making a purchase. The good news? You don’t have to choose between online and offline. There’s a way to seamlessly bring your ecommerce business to the showroom floor.

What is Clicks to Bricks?

The clicks-to-bricks model is a business strategy that gives online shoppers the option to begin their journey online and complete it in a physical store. This could mean browsing your website and then visiting a showroom, pre-ordering an item online for in-person pickup, or a combination of both. The entire process is designed to be a smooth, integrated experience, with your sales process and inventory managed in perfect harmony.

The cornerstone of a successful clicks-to-bricks strategy is the right technology. Having a robust point of sale (POS) system and software that syncs with your inventory is non-negotiable. This ensures that what a customer sees online accurately reflects what they’ll find in your store. At R&A Marketing, we understand the critical role of technology in modern retail. That’s why we offer comprehensive ERP Integrations to ensure your online and offline operations are always in sync. You can learn more about our solutions here: R&A Marketing ERP Integrations.

Five Reasons to Embrace a Clicks to Bricks Strategy

If you’re still on the fence, here are five compelling reasons to incorporate a clicks-to-bricks model into your business:

1. It Offers a Smoother Customer Service Experience

A disconnected online and in-store experience can lead to frustration. Imagine a customer finding the perfect sofa on your website, only to discover it’s out of stock when they visit your store. A clicks-to-bricks approach eliminates these inconsistencies, providing a seamless and positive customer journey from start to finish.

2. It Allows Customers to Pre-Order In-Person Purchases

In today’s fast-paced world, convenience is key. Allowing customers to pre-order items online for in-person pickup or to finalize the purchase in-store gives them greater control and flexibility. This is particularly valuable for larger items like furniture and appliances, where customers may want to arrange for delivery or installation in person.

3. It Increases Sales and Profits

By offering multiple purchasing channels that work together, you’re catering to a wider range of customer preferences. This can lead to a significant increase in both online and in-store sales. Furthermore, by creating a more efficient and enjoyable shopping experience, you’re encouraging repeat business and fostering customer loyalty.

4. It Increases Conversion Rates

The ability to see and touch a product before buying can be the final push a customer needs to make a purchase. By bridging the gap between online browsing and in-person interaction, you can significantly increase your conversion rates. The online “add to cart” can easily become an in-store “sold.”

5. You Get Higher Average Order Values

Once a customer is in your store, you have the opportunity to upsell and cross-sell. A customer who comes in to see a mattress they found online might also be interested in a new bed frame, pillows, or a mattress protector. This in-person interaction is a golden opportunity to increase the average order value and build a stronger relationship with your customer.

The Future is Integrated

The clicks-to-bricks model is more than just a trend; it’s the future of retail. By successfully merging your online and in-person sales channels, you can create a powerful, customer-centric experience that drives growth and profitability. At R&A Marketing, we have the expertise and the tools to help you make this transition seamless and successful. Contact us today to learn how we can help you build a retail experience that thrives in the modern marketplace.