destination retailers can connect with customers long after they leave with a strong online store and some strategic marketing efforts.Tourists visit your store to bring home a piece of their trip — whether it’s a hand crafted ornament, a T-shirt featuring their favorite destination or a locally inspired candle. But what happens when they leave and realize they want to buy something else? Or when a friend asks where they got a unique home decor piece because they want one for themselves?
A strong online store ensures that visitors can continue shopping long after their trip ends. Whether you run a souvenir shop, museum store or any other kind of attraction store, here are six ways to grow your online presence and turn one-time visitors into repeat customers.
1. Make your website feel like an extension of your destination. Your store is tied to a location — and your website should reflect that. A generic online shop won’t capture the magic of your region, whereas a thoughtfully designed website might just do the trick.
Connect people to your destination by using imagery that reflects your location on your website. Zoo stores should try to feature wild themes, while a history museum shop might want to offer a more patriotic vibe online.
“Make mobile shopping seamless for people by ensuring that your website loads quickly and is easy to navigate on mobile devices.” — Eric S. Youngstrom
Beyond imagery, write product descriptions that tell stories. Instead of just listing “Handmade Pottery Mug,” offer a more colorful description, such as, “A handcrafted ceramic mug made by local artisans in Cape Cod, inspired by the rocky shores.”
You may also want to include a “Best Sellers from [Your City]” section on your website to showcase your most popular regional gifts. By creating a sense of place on your website, you invite visitors to shop online and stay connected to their experience long after their trip.
2. Optimize for mobile shopping. Most tourists won’t be sitting at a desktop computer browsing your store — they’ll be using their phones, whether from a hotel room, an airport or even while still exploring your area.
Make mobile shopping seamless for people by ensuring that your website loads quickly and is easy to navigate on mobile devices. Make store hours, address and shipping details clearly visible on your homepage as well.
Also, highlight if you have “ship to home” options so tourists can buy now and have their gifts and souvenirs delivered home later. This capability is helpful for travelers who may prefer shipping their purchases rather than carrying them home.
3. Offer custom souvenirs online. Many tourists want something special, whether it’s an ornament with their family name or a custom T-shirt to commemorate a trip. If you offer personalization in-store, it’s a good idea to extend that service online.
Feature a “Personalized Gifts” section on your website to make it easy for customers to find. Offer monogramming or name engraving on select products, like ornaments, keychains or jewelry. Some retailers might also want to include a “Create Your Own” option where customers can customize T-shirts, mugs or home decor with their favorite destination photos or sayings.
4. Promote online reorders. Some products are meant to be used and repurchased. If you sell consumable items like locally made jams, scented candles or regional coffee blends, remind customers to reorder online before they run out.
To encourage repeat orders, send reminder emails to customers one month after purchase. In your emails, try saying something like, “Running low on your favorite Maine blueberry jam? Order more before it’s gone!” Include discount codes on receipts or packaging to encourage future online purchases.
5. Use social media and email to connect with travelers. A tourist might only visit your store once, but that doesn’t mean they can’t shop with you again. Social media and email marketing are powerful tools to keep your brand top of mind long after a customer has returned home.
To stay connected, encourage shoppers to follow you on Instagram or Facebook for travel inspiration and new product updates. Since Facebook and Google allow you to advertise to people who recently visited your area, you might want to try placing geo-targeted ads to reach past visitors.
You could also offer incentive programs for customers who sign up to your email list, such as “10% off your first online order.”
6. Simplify online checkout and shipping. Many tourists hesitate to buy large items because they don’t want to carry them home. Make it easy for people to purchase products online so product size and packability is less of a concern.
“To encourage repeat orders, send reminder emails to customers one month after purchase. ” — Eric S. Youngstrom
To simplify online checkout for tourists, offer a “Buy Now, Ship Later” option so customers can place an order while traveling and receive the product once they return home. Also, display shipping costs upfront to avoid any surprises at checkout.
Be flexible and accept multiple payment options, such as Apple Pay and PayPal. Retailers that cater to international tourists also benefit from offering currency conversion tools or global shipping options.
Final thoughtsHaving a strong online presence ensures customers can continue shopping long after their trip is over.
There are so many ways to improve your store’s online presence, from designing a more relevant website to offering simplified online checkout processes or more custom souvenir options online.
By optimizing your website, offering personalized consumable gifts and using digital marketing to stay connected, you can turn one-time shoppers into lifelong customers — no matter where they live.
Eric S. Youngstrom is founder and CEO of Austin, Texas-based Onramp Funds, a funding provider that supports the growth of e-commerce businesses. |
