How Your Brick and Mortar Store Can Survive in an Online World

Problem 1: Archers don’t know you exist.

Solution: Build brand awareness in person and online.

Potential customers discover archery every day, but many of them know nothing about your business. You must make your business known far beyond your building. Show consumers you can help them enjoy a fun, unique and exciting sport.

ATA-member retailers should be active, engaged community members. Volunteer to help clubs, tournaments, festivals, carnivals, concerts, school programs, and parks-and-recreation events. Community events help you meet people and build brand awareness. Click here to learn more.

A strong online presence helps businesses attract and engage customers. How do you represent yourself and your business online? It’s not the same as selling products through e-commerce site. Companies with a good online presence pop up on Yelp, Google, Facebook and YouTube. Top companies also stay active online by regularly posting useful, relevant content while engaging with social followers. Read the ATA article “Generate Profit-Driving Content for Your Website” to learn their secrets.

Customers looking for a new bow start their search online. If they don’t find your business in that search, they’ll likely turn to Amazon. Make sure potential customers know your location, how to reach you, and how you can introduce them to archery. Hand out business cards and post your information so it’s easily found online. Create a marketing plan to ensure you reach your target audience.

Problem 2: People don’t see your value.

Solution: Tell customers about your services, products and offerings. Explain how you can answer questions and solve problems.

People don’t know what they don’t know. You must help customers and potential customers learn everything you offer. Help them see your shop as a place to shoot, get professional service, and buy quality products.

Advertise programs, products and services that e-commerce sites lack, including clubs, leagues, classes, events, repairs, expert tuning, private lessons, indoor or outdoor ranges, and face-to-face interaction. Show and tell them how you can help.

Are you a certified instructor? Instructor certification boosts your business’s credibility and marketing value. It tells customers you’re an expert who can be their instructor. Advertise that you—and your staff—are certified. Show customers that you run a professional store with expert staff.

Make your business the community’s information source for archery and bowhunting. Provide and explain hunting regulations and bag limits, which licenses or permits they need, and where they can go hunting. Post local, regional and state archery events on your website, social media, and in-store calendar. You can also share archery and bowhunting articles to your website using the ATA’s free widgets.

Problem 3: Your store is uninviting.

Solution: Create a friendly atmosphere that attracts and holds customers.

No one shops where they feel unsafe, unwelcome or uncomfortable. If you run your business from your home or an older building, you might think it’s “warm and welcoming.” But it might intimidate newcomers, especially females or youngsters who feel more “warm and welcome” browsing Amazon from their couch.

Your business must appeal to all senses to attract customers. That includes an inviting storefront, sufficient parking, clean counters, spacious aisles, and well-displayed inventory. And your inventory must equip beginners, advanced archers, and those with disabilities. Your business should also recruit and welcome minorities, present a customer-friendly layout, and provide positive shopping experiences. Strive to create a place where people enjoy hanging out. For  specific ideas, read ATA’s article “Make Newcomers Feel Welcome in Your Shop.”