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How to drive in-store visits for multi-location businesses

With digital storefronts just a click away, the true challenge for multi-location businesses lies in merging the convenience of online shopping with the tangible experiences offered in-store. Building this bridge demands a nuanced approach, one where digital innovation complements physical allure. And this is where understanding how to drive in-store visits for multi-location businesses through genuine, tailored customer experiences becomes imperative.

Both e-commerce and brick-and-mortar stores must master the art of attraction—e-commerce through strategic digital engagement leading to online sales and physical stores by drawing customers into their premises for a tangible shopping experience. While national brand recognition may bring in some foot traffic, hyperlocal, omnichannel strategies are crucial to attracting the bulk of the target demographics. This involves creating a compelling narrative that draws customers from the comfort of their screens to the sensory-rich environment of a physical store.

This article explores proven tactics to drive in-store visits for multi-location businesses, from creating a simple business listing to community-driven promotions.

How online-to-offline (O2O) marketing bridges digital and in-person worlds

The distinction between online and offline shopping is blurring, and with consumers increasingly expecting unified shopping experiences, brands must adopt marketing strategies that integrate the online and offline touch.

Rather than operating digital and physical channels in silos, businesses need to pursue omnichannel approaches to engage customers seamlessly throughout their journey.

This is where the power of your online-to-offline (O2O) marketing comes into play.

What is O2O marketing?

Looking on the phone in store

O2O marketing refers to strategies that close the gap between digital channels and physical stores, seamlessly guiding customers from online discovery to in-store engagement.

It’s a sophisticated approach that leverages data analytics, targeted advertising, and integrated platforms to create a cohesive customer journey. By employing advanced CRM systems, businesses can track customer interactions across various channels, enabling them to deliver hyper-personalized marketing messages and offers.

These systems aggregate customer data, including transaction history, browsing behavior, and engagement metrics, to create strategic marketing efforts that resonate with individual preferences.

What does typical O2O marketing look like?

Let’s say a customer sees an online ad for a retail store—the transition from clicking that ad to walking into the store should be fluid.

O2O marketing strategies can be used to retarget that customer with location-based notifications about a product’s availability at nearby stores. This not only drives in-store traffic but also creates a sense of urgency and convenience. Moreover, integrating online data with point-of-sale (POS) systems allows for real-time inventory visibility, ensuring that customers are directed to stores where their desired items are in stock, thus streamlining their shopping experience.

The ultimate goal of O2O marketing is to create an ecosystem where online and offline experiences are not just connected but are extensions of one another. This integrated approach fosters brand awareness and loyalty, and encourages repeat visits by offering a frictionless transition between the digital and physical realms.

As a result, businesses can achieve a comprehensive view of their customer’s journey, optimize their marketing strategies, and deliver superior customer service that anticipates and meets consumer needs at every touchpoint.

How to drive in-store visits for multi-location businesses: 7 O2O strategies

For brands managing chains of brick-and-mortar locations, driving consistent foot traffic to all locations is imperative yet challenging. Here are some strategies you can use to drive in-store visits for multi-location businesses.

1. Maintain a well-crafted business listing

In the digital age, the simplest yet most effective way to boost foot traffic to all your physical stores is by ensuring that every one of your locations is easily discoverable where people are actively searching—business listing websites.

If you’re a multi-location brick-and-mortar business, platforms like Yelp can become indispensable to increasing in-store visits.

Each location can have its own detailed page, making it easier for customers to find the nearest shop and have accurate information for that location. Here’s how to ensure your Yelp Pages are fine-tuned for maximum impact:

  • Maintain accurate and detailed information: Consistency is key. Each of your locations should have a Yelp Page with precise details, including address, contact numbers, and hours of operation. Accurate information is the foundation for customers planning their visit.
  • Provide the accurate location: You can integrate every one of your Yelp Pages with Apple Maps and make sure that you have placed the pin at the exact location of your business, along with the right address—like the street name, store numbers, building names, etc. Having the most accurate map pin that leads right to your door can significantly increase the likelihood of in-store visits.
  • Include an option to book appointments: Allowing people to book consultations, reservations, or appointments directly through Yelp can streamline the process for customers. It also gives them the chance to take action and make a commitment for an in-store visit.
  • Add engaging photos and descriptions: Use high-quality images and compelling descriptions to showcase your products or services and store environment. Visuals can entice target customers and set expectations for what they’ll experience when they visit.

You can also take your business page to the next level with features like Yelp Search Ads and Yelp Spotlight ads. Ads can be used to target potential customers based on their proximity to your stores and encourage them to visit.

Each store can customize its own ad campaign, tailoring promotions, messaging, and special offers to resonate with the surrounding area’s preferences and interests. Each of the stores can also use Yelp’s Showcase Ads to promote their custom ad campaigns—like the launch of a new offering, a new sale, or a limited-time deal—to their audiences nearby. This level of customization not only boosts individual store performance but also reinforces the brand’s presence across all locations.

By making it effortless for potential customers to find and navigate to your store through a business listing, you’re removing the barriers and paving the way for increased foot traffic. Remember, your online presence is an extension of your physical storefront, and with the vast user base on platforms like Yelp, it’s an opportunity you can’t afford to miss. 

2. Provide convenient order pickup and return options

Enabling customers to buy online and pick up in-store (BOPIS) or return online purchases to the store directly provides flexibility that encourages visits.

Options like BOPIS and curbside pickup remove friction from order fulfillment. Customers can browse and purchase on their own time, then simply retrieve their orders from the nearest physical store. Stores should send order confirmations with clear pickup instructions, item locations, and reminders as time nears.

By allowing customers to make purchases online and pick them up in-store, you can provide a more convenient and personalized shopping experience that meets the needs of modern consumers. This also helps to reduce shipping costs and improve inventory management while driving more foot traffic to the physical stores.

Fashion retailer Zara effectively utilizes BOPIS. Online customers can browse Zara’s full inventory and pick up items from the nearest store in less than two hours. Customers appreciate the flexibility and convenience of shopping according to their individual schedule.

By enabling effortless BOPIS, you can drive traffic and increase in-store sales while still providing the convenience today’s consumers demand.

3. Create a store experience that reflects the local community

Ensuring your store is welcoming to all requires understanding the local community. Taking steps to make people of diverse backgrounds feel comfortable in your shop starts with knowing your neighbors.

A brand that does this well is REI. Each REI location aims to mirror the demographics of its location and neighborhood. The company researches an area’s population, including languages spoken, people’s backgrounds, and accessibility needs. It then recruits employees, stocks products, and designs the store layout to serve that community.

For instance, when opening its D.C. store, REI learned the area had a significant deaf population due to local schools. So the store hired five deaf employees, ensured sightlines allowed for lip reading, and provided deaf etiquette training to staff. Making those kinds of adjustments requires dedicating resources to understanding who lives nearby.

Making assumptions instead of learning about your actual neighbors leads to exclusion. By taking the time to research the local community, hiring inclusively, and avoiding stereotypes, you can ensure that each of your shops reflects the community it’s in. When people see themselves represented in your staff and store design, it creates a welcoming environment.

4. Promote in-person events to encourage visits

In-store events drive engagement and customer loyalty by offering exclusive experiences that build and foster a community. Interactive workshops, classes, and demonstrations enable hands-on discovery beyond everyday retail. You can promote these events through targeted emails, social media, and ad campaigns. Interesting in-store activities can also lead to more word-of-mouth promotion.

Here are some event ideas for different brick-and-mortar businesses:

  • Restaurants: You can host food-tasting events using featured ingredients, allowing new customers to sample products and shop for the items needed to recreate recipes at home.
  • Grocery or gourmet food stores: You can organize wine-, beer-, or spirit-tasting events, where customers can learn about new products and get guidance from store experts.
  • Home goods stores: Similar to above, you could host wine- or cocktail-tasting events to showcase glassware, bar accessories, or other related products.
  • Cosmetic and clothing retail stores: You can have makeup and styling classes, where customers can learn new beauty techniques and tips while testing products hands-on.
  • Tech product stores: You can host coding classes or how-to classes for the new technology purchased, positioning stores as learning hubs for technology enthusiasts.
  • Hardware stores: You can conduct gardening and home improvement classes, teaching customers new DIY skills using products sold in-store.
  • Toy stores: You can organize storytimes, Lego-building competitions, and science experiments.
  • Bookstores: You can bring in authors for discussions or host book clubs.
  • Comic and game stores: You can screen new gaming releases on big screens, host gaming events and raffles with special discounts for the winners, and offer exclusive first-play access.
  • Auto parts stores: You can organize workshops that teach basic repairs and maintenance, like checking the oil, replacing a flat tire, or changing our windshield wipers.
  • Outdoor gear stores: You can host seminars on different guided excursions for outdoor adventures, such as hiking, mountain biking, or camping, and offer insider tips on where to go and what gear or supplies are needed.
  • Pet supply stores: You can invite experts for sessions on obedience training, grooming, and teaching tricks.
  • Financial services and banks: You can host educational workshops on topics like budgeting, retirement planning, and investment strategies. Additionally, you can organize seminars on home buying, college savings plans, and estate planning to provide valuable insights to customers.
  • Urgent cares and other medical services: You can offer wellness classes focusing on stress management, nutrition, and mindfulness, as well as educational sessions led by healthcare professionals on topics such as preventative care and managing chronic conditions.
  • Fitness studios and gyms: You can bring in celebrity trainers or fitness experts to lead special workout sessions. You can even organize charity events benefiting a specific cause, conduct seasonal events such as themed workouts or wellness challenges, and promote special offers like “bring a friend for free” day.

Let’s look at a real-life example of an enterprise successfully doing it. Lowe’s has been a pioneer in using in-store events to drive foot traffic. It hosts DIY workshops for adults as well as kids on topics like gardening, landscaping, and home repairs. Customers can sign up online and then attend these events at local stores.

These engaging hands-on classes teach new skills to kids and adults while driving foot traffic—and organically increasing their sales.

Chase Bank’s branch at El Paso is also doing something similar. They offer free financial literacy courses to help close the racial wealth gap, partnering with schools and local leaders to promote financial health. These classes are hosted by business advisors and partners themselves on various topics from buying a house to entrepreneurship, encouraging in-person engagement and education across the El Paso community.

By creating experiences that go beyond transactional shopping to educate and entertain, you can make your physical stores hubs for community engagement.

5. Spark in-store impulse purchases

Thoughtful notifications and reminders can spark impulse buys by catching customers when they are receptive yet undecided. By prompting consideration or providing a final nudge at critical moments, you can motivate in-the-moment purchasing.

CVS Health, the popular pharmacy chain, uses beacon technology to send real-time service notifications to customers, reminding them to refill or pick up a prescription. This addition has helped improve the in-store experience for 72% of shoppers.

The key lies in identifying moments of consideration and providing a timely nudge. Notifications should add value rather than annoy. And most of all, it shouldn’t be generic with the same old messages every day; it needs to be interesting and relevant.

Dunkin’ did that by sending geofencing app notifications with exclusive deals when customers were within its stores’ proximity. Getting such timely promotions sparks impulse cravings and motivates quick visits.

Dunkin’ also used a branded Snapchat filter for National Donut Day to engage users nearby. The playful filter caught the attention of many people and provided a final nudge to indulge in the free donut offer. 

Additionally, businesses are using beacons for more focused outreach inside the store. When a customer lingers in certain departments, beacons can trigger relevant offers. If someone browses home goods, a notification promoting a percent-off deal on select items provides a timely nudge. With such tactful outreach, you can motivate purchases at the moment when customers are already inclined to buy.

6. Offer value-driven experiences available only in-person

For omnichannel brands, driving foot traffic requires creating compelling in-store experiences that customers can’t get online.

A great example of this is the denim brand Madewell. Madewell succeeds in motivating visits to its stores by tailoring various touchpoints to showcase its unique in-store benefits.

Madewell entices customers to stores through experiential events and services not offered digitally. The in-store Denim Atelier provides customization options, including embroidery, leather stamping, and hemming—hands-on services that customers value.

Madewell also provides exclusive discounts with the denim trade-in program, where customers can drop off any denim at their stores and get $20 off a fresh pair.

Additionally, Madewell enables customers to buy online and pick up in-store for a seamless journey or to reserve an appointment with an in-store stylist. Ultimately, Madewell successfully drives foot traffic through various value-driven programs and incentives.

Another business that delivers a much-needed offering to keep people coming in is Orangetheory Fitness. They encourage in-person visits by providing specialized heart-rate-monitored group training sessions. Their OTbeat technology tracks members’ heart rates and performance data in real time, displayed on in-studio monitors to motivate them and hold them accountable during the workout. This emphasis on real-time feedback and data-driven progress keeps members engaged and coming back to the studio.

The key to increasing onsite visits to your locations is by enticing customers with relevant, differentiated experiences and offers that make in-person interactions feel purposeful. You can also use loyalty programs to go along with these exclusive experiences to keep customers coming back to your locations, no matter where they are.

7. Maintain a consistent brand

Last but not least, it’s imperative to maintain a consistent brand voice and service across all channels in this interconnected marketplace.

And the key to a seamless transition from online to offline lies in the details. Every touchpoint, from your business listing to the in-store environment, must reflect the same brand identity, tone, and values. This consistency builds recognition and trust, crucial in converting online interest into offline visits.

Starbucks has mastered the art of consistent branding across all customer touchpoints. Their mobile app extends the in-store experience by allowing customers to customize their drinks, order ahead, pick up at the store, and earn rewards—mirroring the personalized service provided by their baristas.

Starbucks’ social media channels convey their commitment to community and social responsibility, themes also present in their physical locations, where bulletin boards and in-store visuals often highlight local events and initiatives. The ambiance of Starbucks’ stores, with their familiar décor and inviting atmosphere, is reflected in the warm and engaging tone used in their online content.

With a cohesive brand narrative, regardless of where customers engage with them, Starbucks strengthens brand loyalty and enhances the overall customer experience.

Like Starbucks, Marriott has also mastered the art of providing a cohesive and seamless customer experience across its online and offline touchpoints.

Through their robust mobile app, Marriott allows guests to handle the entire hotel booking and check-in process digitally—selecting room preferences, accessing keyless entry, and even opting for contactless checkout.

This streamlined, tech-enabled experience mirrors the personalized service guests receive from Marriott staff during in-person stays, where employees are empowered to anticipate needs and cater to individual preferences.

By maintaining a unified brand voice, visual aesthetic, and service philosophy across all online and offline touchpoints, Marriott is able to foster stronger guest loyalty and ensure a seamless, rewarding experience—no matter if guests are researching trips, booking stays, or immersed in the hospitality of Marriott’s physical locations.

By meticulously aligning your online branding with the offline customer experience, you create a strong, unified message that resonates with customers at every stage of their journey. As they move from reading reviews to walking through your doors, the transition should feel like a continuation of a single narrative and service experience—one that is distinctively and unmistakably your brand.

How to measure onsite visits

It’s crucial for brick-and-mortar businesses to link onsite and in-store visits back to specific marketing initiatives to assess their effectiveness and understand customer behavior. This can be challenging but also rewarding. Here are several ways to measure foot traffic.

Electronic counters

Electronic footfall counters, such as infrared beam counters and pressure mats, or sensors that use thermal imaging, can be installed at store entrances to track the number of people coming in. These devices provide raw data on the volume of visitors, which can be analyzed for patterns like hourly traffic, peak times, lost leads, etc.

Tools like ShopperTrak and Sense Max offer sophisticated electronic counting solutions that can be integrated with analytics platforms to provide deeper insights into traffic trends.

Wi-Fi tracking

Wi-Fi tracking systems utilize the signals from customers’ smartphones to monitor their movements within the store and reveal important foot traffic metrics. By measuring the strength of the signal, these systems can estimate the number of devices and, by extension, people in the vicinity.

Solutions like RetailNext and Euclid Analytics harness Wi-Fi technology to track entry and exit, dwell time, and onsite flow.

You can even take this to the next step by providing Wi-Fi access in exchange for an email sign-up—enabling you to build a target audience for local marketing campaigns.

Video analytics

Advanced video analytics software uses CCTV footage to analyze foot traffic. This functionality can help count the number of people entering the store, track movement patterns, and even generate heat maps of the most frequented areas.

Tools such as Prism Skylabs and Axis Communications provide video analytics that offer valuable insights into customer behavior and store performance.

Yelp Store Visits

Yelp Store Visits is a measurement tool designed to help businesses understand the effectiveness of their Yelp Ads in driving foot traffic. It uses data from users who have opted into location services and compares the number of users who viewed your Yelp ad to those who actually visited your store.

This metric helps to track the conversion rates from ad views to in-store visits, providing a direct link between online engagement and offline behavior.

Deliver a cohesive experience from screen to store

Driving foot traffic to your stores in multiple locations is about crafting a frictionless path from online discovery to in-store experience.

By seamlessly connecting online and offline touchpoints through cohesive branding, personalized experiences, and targeted digital marketing campaigns, businesses can create a unified customer journey across all locations.

Remember, global appeal gets them through the door, but local flair keeps them coming back. Strike that balance, and watch as each of your locations thrives, supported by a community that feels seen and valued.

Want to explore more practical tactics and local marketing strategies to increase the visits to each of your locations?

Read this guide on local marketing for national brands.