As a specialty retailer with both a physical storefront and an e-commerce shop, you have a unique advantage: your customers can experience the best of both worlds. But how do you encourage those customers to walk through your doors when they can also shop online?
With a thoughtful social media and marketing strategy, you can turn your e-commerce momentum into in-store traffic.
Here’s how:
1. Show Off What’s In-Store (And Different from Online)
Your store offers a real-life experience no website can match. Use Instagram, Facebook, TikTok, or even short videos on your website to:
Highlight in-store exclusives or special collections
- Give sneak peeks of curated product displays
- Share staff recommendations and local favorites
- Post behind-the-scenes stories that celebrate your store’s personality
Your audience should know there are benefits to coming in that they simply can’t get online.
2. Incentivize In-Person Visits
Connect your e-commerce and in-store experiences with promotions that bridge the gap:
- Offer “buy online, pick up in store” discounts
- Run limited-time in-store-only offers
- Invite customers to in-store events with exclusive loyalty perks
These tactics help customers see you not just as a website, but as a community hub.
3. Make Your Customers Part of the Story
Leverage user-generated content to celebrate both online and in-store shoppers.
- Encourage people to post about their in-store experience with your branded hashtag
- Feature those posts on your social channels and website
- Highlight customers who pick up their orders in-store
This builds a sense of community and trust while showing that your brick-and-mortar shop is thriving.
4. Use Location Targeting to Reach Locals
If most of your online advertising is nationwide, consider shifting some budget to target customers closer to your storefront.
- Run geofenced ads with a radius around your physical shop
- Highlight local events, seasonal launches, or workshops
- Remind nearby customers they can see, touch, and try products before they buy
Also, keep your Google Business Profile and hours current so customers know exactly where (and when) to find you.
5. Keep the Conversation Going Across Channels
Use email and SMS marketing to invite your online shoppers to experience your store:
- Announce store events or new product launches
- Reward loyalty program members with in-store benefits
- Include “come see us in person” calls-to-action in order confirmation emails
That consistency across channels helps customers feel connected no matter how they choose to shop.
Bring It All Together
Your brick-and-mortar location, paired with your e-commerce presence, gives you powerful ways to engage your community. By telling authentic stories, rewarding local visits, and integrating your digital and in-person experiences, you’ll build stronger relationships and keep your store busy with loyal, enthusiastic customers.