How to Use Local E-Commerce Marketing To Get More Foot Traffic To Your Store

Singapore business owners can use local e-commerce strategies to drive foot traffic to their store.

If you’re in the E-Commerce Marketing, then you know that it’s growing at an unprecedented pace. In fact, research shows that by 2021, worldwide sales are expected to reach $4.9 trillion. This is due to the fact that consumers are becoming more technologically advanced. They are starting to prefer online shopping over the brick and mortar experience. But even still, many Singapore business still want foot traffic. And there’s a good reason for this.


Even though there is a growing interest in online shopping, brick and mortar remain the most popular way for consumers to do their shopping. Brick and mortar give them the ability to actually touch the products and try them out before they make their final purchase. Also, research shows that consumers hate paying the cost of shipping. And the return process can be a challenge.


So this means that Singapore businesses must prepare to cater to both audiences. In other words, they should be willing to give the customer what they want and wherever they want it. The good news is that you can local e-commerce to drive foot traffic to your store. Check out these digital marketing tips.


1. Buy online, pick up in store


As previously stated, many customers wouldn’t mind buying online if they didn’t have to pay shipping costs. So what’s the best way to get around this? Well, you use BOPIS or By Online Purchase In-store. Give them the ability to buy or reserve the item online and then pick it up at your store. This cuts out all of the hassles that can come with shipping costs. You may even add some extra incentives like a coupon that can be redeemed once they get to your store.


If you want to ensure that this experience is a smooth as possible, there are several things that you need to do. First, use a platform that has multichannel integration. In this way, you will be able to connect your store’s inventory to your website. Next, you should train your staff to use special care when assisting your BOPIS customers. Lastly, you should make sure that your pick-up areas are clearly labeled.


2. Provide availability information for local inventory


Even though people search online, it doesn’t mean that they aren’t willing to visit in-person. According to research 3 out of 4 consumers are more likely to visit the store in person if they find helpful information while searching. So give your consumers what they want. Make sure that they can easily find you by ensuring that your store locator is running. Your phone number, address, and email should be readily available.


Another important piece of information is availability. You need to let your customers know how many of the products you have in stock. This is ideal if your customers buy in bulk.


3. Hands-free In-store Purchase


Believe it or not, there are many consumers who will visit your store just so they can touch and try your product. They then order it online from someone who offers a lower price. In fact, one study found that consumers would stand in a brick and mortar store while buying the product from another brand. If you would like to prevent this from happening to you, then you could offer to deliver the product to your customer’s home or workplace, free of charge.


4. Offer mobile promotions in-store


Most would be surprised to learn that mobile users tend to spend over 4 hours per day on their phones. People are more open to mobile communication than even email communication. And this creates an ideal opportunity for Singapore businesses. They should consider collecting phone numbers. Try using Facebook to collect leads.  Simply offer something enticing.


Start by opening your Facebook account and selecting ‘Lead Generation.’  Then fill in the details for your budget, target, placement and scheduling. Next, select ‘Create Form’ and describes the offer for those who sign up. Select ‘More Options’ and click ‘Phone Number.’ Once you have their phone numbers, you can send coupons and gift codes.


5. Near-me search optimisation


Ever since mobile has started to grow, consumers are starting to expect more when it comes to personalisation and tailored search results. This is especially the case when it comes near-me searches. Near-me searches are location specific and they are intended to get quick results for locations that are nearby.  


This type of search has really taken off within the last five years. However, not only do searchers choose results that are near them, but they choose those that are high in the search results. So Singapore businesses should do their best to tap into local search optimisation.


There are a few ways to do this. First, the website should be mobile ready. You should verify your listing and make sure that it remains up to date. You should optimise your site with “near me” keywords. Make sure that you have backlinks that have geographic anchors. Also, encourage your customer to leave a review on your listing for Google My Business.


6. Offer exchanges and returns in-store


People tend to return more of their online purchases than their brick and mortar store purchase. And this is mainly due to their not having the opportunity to touch and try out the product before they actually buy it. So the key is to make your refunds and exchanges as easy as possible.


Let your customers know that if they order online, they can return or exchange the product in-store. Not only will this drive more foot traffic to your store, but it will also give them an additional reason to shop.


7. Host workshops and events in-store


One of the best parts about having both an e-commerce and brick-and-mortar store is that it gives you a place to host events. If you would like to drive more traffic to the store, then do a product launch, hold festivals, or do runway shows. The reason why this method is so effective is because many consumers view shopping as a form of entertainment. By creating the right environment and atmosphere, you put them in the mood to buy.  


8. Localise digital ads


Most shoppers start their buyer’s journey at the search engine. So it’s crucial that businesses convert these individuals at the earliest stages possible. Go to Adwords and set up your locations extensions. This will give you the ability to show local search ads with your address, a location map as well as the distance to your shop. Not only can you get more foot traffic, but your ad will also display the amount of inventory left in stock.


9. Create unique in-store experiences


If you want to make sure that consumers enjoy their in-store experience, you must address their pain points. For instance, most consumers hate waiting in line. You can solve this by using POS devices and accepting credit cards on the spot. You could also include engaging music, lighting concepts, and smells to make the experience more pleasant.




While consumers love online shopping, the still come second to the brick-and-mortar experience. And the good news is, you can use your digital marketing strategy to increase the foot traffic to your store. The key is to be aware of consumer pain points and address them with creative solutions.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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