In recent years, independent retailers have managed to win back the hearts of consumers looking for social ties and local products. Faced with the rise of e-commerce, it's important for local retailers to adapt. Here's an overview of the major challenges and actions to be taken for local businesses.
The challenges facing convenience stores: digitalization is at the heart of everything
The advent of mass retailing and mass consumption has overshadowed small retail outlets. To keep pace with this trend, it's in their interest to exploit new technologies, combining pixels with square meters! The digitization of local shops is thus proving necessary to revitalize town centers. The challenges are manifold:
- Enhance online visibility, with the creation of a showcase site featuring practical information.
- Simplify Internet sales, with local marketplaces that enable several merchants to pool and sell their products online.
- Encourage local consumption, through loyalty cards or digital gift voucher management solutions for example.
3 actions for local shops
Overall, the Covid-19 economic and health crisis has benefited local shops. In fact, according to SAP and Accenture, their business grew by 20% in 2020, despite the closures, while sales through short distribution channels jumped by 100%. To keep this momentum going, retailers can now create a framework conducive to their success by taking up three challenges.
Become flexible by automating and dematerializing administrative tasks
Until now, small businesses have had no choice but to digitize, sometimes in haste, but now it's time to sort out and optimize. Take the time to take stock of your current tools, to identify which ones you should put aside and which ones you should adopt, to better manage your day-to-day business.
ERP(Enterprise Resource Planning) solutions are essential for tracking orders, simplifying processes and managing inventory, suppliers and accounting centrally. Select an ERP that matches your business sector and the processes already in place in your store.
Improving the in-store shopping experience by leveraging the added value of proximity
After attracting potential buyers in-store, via your website, social networks or local SEO, deliver them an exceptional, tailor-made customer experience they won't find anywhere else.
To achieve this, you can combine the physical and online experience, for example, by equipping your sales staff with digital tablets, so that they can consult your entire catalog anywhere, anytime. The aim is to enhance the quality of your customer support and advice.
It's also important not to neglect the payment request with point-of-sale payment optimization, which allows you to make mobile sales in your store or during a telephone conversation. All you have to do is send a payment link to your customer by SMS or e-mail, and they'll complete their purchase.
Focus on Click & Collect
A real growth driver for local shops, Click & Collect services enable your customers to order online and collect their order directly from the store. You can make them wait intelligently to discover other products, and generate additional sales. This is known as cross-selling. This practice leads to an increase in sales by increasing the average basket.
Geolocation advertising, the essential tool for dominating your local market
Geo-targeted advertising is an excellent way of boosting the results of your campaigns. Indeed, it's possible to adapt your communication to the location of your audience.
According to a survey conducted by advertising giant Google, more than 30% of stores affected by location-based advertising end up planning a store visit or making a purchase. 19% make an unplanned visit or purchase. This makes it a particularly effective marketing lever for increasing your traffic, and encouraging your customers to visit your phygital business. To achieve this, don't hesitate to communicate special offers:
- Customer's birthday
- Private sale
- New product presentation via QR code
- Customer news and content
- Limited-time promotional code
French consumption and purchasing habits have changed significantly. They want to consume more locally, and to reconnect with the human element in their relationship with brands. With a few operational optimizations and Easytransac solutions, local shops still have a long way to go.
Who we are
With more than 60,000 customers, Easytransac capitalizes on a decade of expertise in various payment solutions (distance selling, ecommerce, convenience selling, cashless, mobile payment...).
Recently integrated into the HOPPS group and in a strategic alliance with InEvents, Easytransac is at the forefront of innovation in the ecosystem of electronic payments and hybrid and cashless solutions that meet the requirements of e-merchants, event professionals and SMEs.
Our platform simplifies transactions and enriches the user experience, thanks to an intuitive interface and real-time tracking, while ensuring security at every payment.