Web-to-store: 6 mistakes beginners make

1/ Not including retail stores into the web-to-store approach

It’s easy to think that the web-to-store approach only works alongside digital methods and the creation of a dedicated website. However, there must be a solid link between the website and the physical point of sale, which requires making specific adjustments. As such, promoting collaboration among teams and involving retail store managers — mainly the web team — ahead of time are fundamental.

2/ Designing web-to-store as a silo

Here the danger is limiting company organization to setting up a team dedicated to the digital side and another team dedicated to the physical point of sale. Before setting up a web-to-store approach, first think about setting up a cross-channel strategy.

This will enable you to efficiently use centralized management tools and integrate the organizational process into teams in order to ensure continuity with the consumer experience. However, don’t overlook the changes the web-to-store approach brings to certain job positions.

3/ Not offering a specific web-to-store experience in store

The web-to-store approach does not boil down to a simple click & collect service, which limits your upselling options. The web-to-store experience should be showcased at the point of sale. For example, you can offer web-to-store customers priority access or even special personalized promotions based on the customer’s past purchasing behavior.

However, be careful not to create internal competition. The idea is to create a symbiosis between web-to-store and in-store purchases.

4/ Not integrating the sales force into the approach

An effective web-to-store strategy relies on a sales force to act like a bridge between the physical store and the online shop. Goal: enable the sales force to offer personalized solutions to customers so it can guide the latter towards the right service they need.

In order to do this, try setting up a tailored commission-based system and provide your sales team with tools that will help them sell and understand their customers better. Training sessions and support are always a good way to get your sales team on board with your web-to-store objectives — plus they will have the opportunity to broaden their skills set!

5/ Only using a portion of web-to-store purchase types

Defining good customer experiences to attract consumers to your retail store is the best way to incite them to make a purchase. In store, they will be able to choose from more models than online and will also be able to rely on the sales attendants for advice, which can tip the scales in favor of a purchase.

Therefore, limiting your approach to click & collect or to a single type of web-to-store purchase is not recommended. In order to meet the needs of as many consumers as possible, it’s best to offer a range of options, such as:

• a drive-to-store to take into account the mobility factor
• e-reservations
• a service that consumers can use for requesting advice from expert sales assistants

6/ Not communicating enough with consumers

The final blunder: isolating the consumer. Although your consumers use the internet, they still need to be informed of each step in the purchasing procedure from purchase confirmation to pick-up options. Without communicating, the chances of building trust — and thus making a sale — are reduced.

In this case, online options are endless. For example, setting up a single cross-channel file and personalizing interactions with each consumer can help you build trusting relationships and gain customer loyalty.