There are hybrid cards, hybrid technologies, and hybrid retailers. Hybrid is a buzz word, but let's face it: Who doesn't want the best of both worlds? Your customers do.
Back in the early days of online sales, everyone was convinced it was the end of "brick and mortar" establishments. While giants like Amazon.com changed things, offline sales didn't end. What they did was merge the two worlds. And those retailers who knew how to use one to drive the other (online to drive offline, and vice versa) have consistently won the hearts and minds of brand- as well as price-conscious consumers.
Follow some time-tested methods. If you have an online presence and an offline retail store, you have the chance to drive sales in both arenas. Build a micro-site to promote a specific product or service at a special price. Those who trust your brand will want to learn more about your offer, and those looking for a deal will come to discover the savings. If your true brand corresponds with your online image, and the offer is solid, you'll see retail sales increase thanks to the micro-site.
Email marketing is another of the online/offline models working well for retailers today. Yes, we all hate junk email, but when it's from a company we know, or if the offer is good, we all tend to take notice - especially if the email looks highly professional and trustworthy. But you need to make it easy for your current and potential customers.
Tread carefully on their inbox. The more you offer "Weekend Savings," the fewer people will notice your emails or follow your links. Treat email marketing with care and it will reward you. Offer substantial savings coupons, promote brand new products and more. You'll have found your ideal email balance once you can sell both online and office products at a value without degrading your brand image.
Your products and services are news, and you can prove it. Set up an RSS feed for your devoted fans. Then feed that summary with content those consumers will want to read and share. Let them know about early additions to your offerings, and any "insider" savings tips. You'll quickly meet your most avid customers.
Make damn sure your online world matches your offline dominance. Nothing is worse than an amateur website promoting a professional retail location. Perception is reality, and if someone has never been to your store, your website may be sending the wrong impression. You would never allow your nephew who's just learned how to use a hammer to build your retail location, so don't just give him the keys to your online presence. Hire professionals for professional results and profits.
Synergy isn't an accident. Take your online actions as seriously as your offline presence and you'll see the two working in harmony to drive people and sales to your company.
