• Deeper Loyalty: When a shopper physically interacts with your brand, they’re more likely to form that emotional connection. After all, how many times have you gone back to a local coffee shop just because the barista there remembered your name?
• Higher Conversion Rates: Research shows in-store conversion rates range from 20-40% compared to just 1-3% for ecommerce. That means getting a customer to visit your physical location is potentially 10 times more valuable than having them browse your website—making every in-store visit a golden opportunity.
• Upselling & Cross-Selling: While your e-commerce site might be great at suggesting “you may also like” products, nothing beats a real person who can read your body language and say, “We’ve got a matching scarf that would look perfect with that coat you just picked out.”
• Personal Relationships: Face-to-face contact builds trust. Customers get to chat with sales associates, ask questions, and get immediate feedback. This can turn a casual buyer into a brand evangelist.
• Community Building: Having a physical store makes you part of a neighborhood. You can host events, be part of local happenings, and become that “go-to place” for a curated, personalized shopping experience.
  
  

Now, if this all sounds like the beginning of a hero’s journey, that’s because it is! Though we call it the “customer journey,” of course. And your mission is to guide your local online customers from their comfy living rooms to the bustling heart of your store.

CRM segmentation is like the sorting hat in Harry Potter: it groups your customers into categories so you can better target them. In this case, you’re looking for the “Gryffindor” (or “Slytherin,” we don’t judge) of local shoppers—people who live within, say, a 5-mile radius of your store. This is the group to hone in on with specialized messages.

Step-by-Step:

1. Run a Location Filter: Pull data from your CRM on who lives within a certain zip code or geographic radius.
2. Check Past Purchases: See if they’ve bought from you recently online, or if it’s been a while.
3. Create Segmented Lists: Label them “Local but has never visited store” or “Frequent online shopper near our location.”
4. Targeted Messaging: Craft communications that speak to these folks differently than your out-of-state crowd. You’ll highlight in-store benefits and possibly mention local landmarks or weather conditions (like, “Our store is the perfect place to cool down on these scorching summer days!”).
   
   

By knowing exactly who’s in your neighborhood, you can personalize emails or texts along the lines of “Hey neighbor, we’re practically around the corner—why not pop in for a real-life brand experience?” This type of outreach feels more like a friendly invitation than a generic marketing pitch.

Everyone loves a deal, but even more love an exclusive & personal one. Brands that offer special access, VIP treatment, and a sense of belonging win at customer loyalty. And if your audience can only redeem a certain deal by physically stepping into your store, they might just decide the discount is worth putting on real pants and leaving the house.

Possible In-Store-Only Deals:

• Flash Sale: Announce a 10% discount that’s only valid in-store. (“Come see us this Saturday between 12 and 4 PM for a flash sale on our new arrivals!”)
• Bundle Offers: If they’ve previously bought a jacket online, offer them a discount on matching accessories, but only if they pop in to pick them up.
• Limited Edition Products: Release a small run of products that can’t be purchased online. This fosters a sense of urgency and exclusivity.
  
  

Execution Tips:

• Let them know it’s a “one-time” or “limited-time” offer.
• Mention how they’ll save on shipping fees if they purchase in-store.
• Entice them with local perks: “Try it on in person! No returns needed, no guesswork with sizing!”
  
  

The FOMO factor can be incredibly motivating. If they know a deal is short-lived and location-specific, they’re more likely to check out your brick & mortar locations. You can highlight these promotions in both emails and SMS, leaning on your CRM’s ability to personalize the message with their name, past purchase, or brand interest.

Shoppers generally enjoy having someone who knows their style, body type, and preferences. Someone they trust who can transform a quick “maybe I’ll check it out” visit into a day of indulgent self-care. If you have a star salesperson who has built relationships via chat or email, let your CRM reveal which customers vibed well with that particular associate. Then, extend a personal invite: “Book a styling session with Sarah—she loved helping you choose that cocktail dress last month, and she can’t wait to show you our new collection in person.”

Leverage Appointment Booking:

• Personalized Preparation: When a customer books an appointment, your associate can pull items in advance based on their purchase history and preferences, creating a customized shopping experience that feels exclusive and thoughtful.
• Dedicated Attention: In-store appointments guarantee one-on-one time with a knowledgeable associate, something that casual walk-ins can't always count on during busy shopping days.
• Calendar Integration: Make booking seamless with an online calendar link. Let them pick the date and time so it feels on their terms, not forced.
  
  

Be sure to use your appointment booking link on well-trafficked pages on your site, such as on your store locator page (to pull in those locals). Likewise, arm your live chat reps (or your chatbots) with booking links to grab visitors when they’re already in the mindset of engaging with your brand.

Also, consider sweetening the deal with an added bonus: “Book an in-store styling appointment, and receive a complimentary accessory or 10% off your total purchase.” The goal is to make them feel special, like they’re on the VIP list for a secret concert.

Let’s face it, we’re living in the era of experiences. Whether it’s an influencer-hosted runway show or a cooking class in the back of a high-end culinary store, experiences equal engagement. If you’re hosting events that are only accessible in-store, you tap into the age-old human curiosity and that desire to be part of something cool.

Event Ideas:

• Influencer Takeover: Invite a popular local influencer or style expert to your store for a meet-and-greet, mini fashion show, or Q&A. Advertise the event to your local CRM list.
• Mixer or Party: Wine, cheese, maybe even a live DJ spinning your brand’s vibe. People always love free refreshments and a place to mingle.
• Loyalty Program Bash: Reward your top customers with an exclusive after-hours shopping event, or an early VIP preview of your newest line. They get the first crack at new items before they hit the racks.
  
  

By providing a social, festive atmosphere, you transform the typical “store visit” into a mini-adventure. People will want to document it, share it on social media, and talk about it to their friends, which is marketing gold. Plus, by limiting admission to local folks or loyalty program members, you add that elusive “OMG, I’m on the guest list” feeling.

BOPIS isn’t just a fun acronym to say—it’s also a powerful tool to unite your online and offline realms. Studies have shown that many consumers opt for BOPIS in recent years when it’s available because it saves shipping costs and ensures they can get their item faster (not to mention the instant gratification of not having to wait for a mail carrier).

How to Make BOPIS Irresistible:

• Highlight the Savings: “Skip shipping fees, pick up at our store!”
• Speedy Retrieval: Promise that the order will be ready for pickup within a certain number of hours. If your staff is quick, highlight that efficiency.
• In-Store Perks: Offer a small incentive for them to browse once they’re in: “Come pick up your package and enjoy 5% off anything else you buy in-store that day!”
• Flawless Execution: Nothing kills a BOPIS program like having the order not be ready or staff unable to find the package. Make sure your team is well-trained, signage is clear, and the process is swift and friendly.
  
  

Once they arrive, you can gently steer them toward a new collection or a stylish display. People often end up buying more items once they’re already there. It’s like every visit to Target, no?

The Why:

• The customer is still in the honeymoon phase of their purchase. They’re excited about the items they received, or they might be anxiously tracking the package.
• This is the perfect time to introduce them to your store location without being overbearing.
  
  

The Content:

• Thank them for their purchase (politeness always wins) and let them know they have a direct line to reach you with any questions they might have
• Mention, “Did you know we have a local store near you in [City Name]? We’d love for you to visit us and see our latest collection in person!”
• Provide a small incentive or highlight an upcoming in-store event.
  
  

Keep it short, sweet, and friendly.

The Why:

• About three weeks after purchase, they’ve had enough time to try the product, break it in, or realize if there’s an issue with sizing or style.
• It’s prime time to show you care about their satisfaction.
  
  

The Content:

• Ask them how the product is fitting, if there are any concerns or questions.
• “Need a size exchange? Want to see coordinating pieces? Our local store team is here to help, and we’d love to see you!”
• Direct them to book an appointment or simply drop by.
  
  

This message leans heavily on the personal connection angle. It’s your way of saying, “We don’t just want your money. We genuinely want you to be happy with your purchase.”

The Why:

• Two months in, they’re likely either fully in love with their purchase or maybe they’ve only worn it once. Either way, this is a chance to expand their wardrobe or see new arrivals.
• If they’re local, they may have been thinking about “checking out the store someday.” Now’s your chance to give them that extra nudge.
  
  

The Content:

• “We loved helping you find [Product Name] back in [Month]. Why not come in for a personal styling appointment? We’ll pull together some pieces just for you!”
• Let them know about the exclusive discount or styling perk they get if they show up.
• Use your CRM data to send the message from the sales rep they already connected with online.
  
  

When you personalize this invite—mentioning their previous purchase, the staff member they spoke with, or their style preferences—it shows you’re paying attention, not just spamming generic promotions.

The Why:

• Four months is enough time for another gentle touchpoint. If they haven’t come in yet, maybe they need a social event or a fresh reason to see the store.
• Perhaps your store has new inventory, or you’re hosting a special gathering (remember those exclusive experiences?).
  
  

The Content:

• Invite them to a trunk show, a style workshop, or a party featuring local artists or musicians.
• Mention any freebies or special elements: “Complimentary cocktails,” “Meet the designer,” or “Exclusive preview night.”
• Tie it back to your brand identity: If you’re eco-friendly, host a sustainability workshop. If you’re big on local culture, bring in a local band.
  
  

Emphasize that being there in person is half the fun. People crave experiences, and if they like your brand, they’ll likely be intrigued to see what a real-life event is like.

The Why:

• Sometimes, people just prefer online shopping for various reasons: convenience, distance, or personal preference.
• If by 6–8 months they’ve shown zero interest in stepping through your doors, it might be time to place them in the “online-only” bucket—at least until they place another order.
  
  

The Content:

• You can still send them occasional store-related promotions, but you might pivot to highlighting online exclusives or deals that align with their known behavior.
• Focus on re-activating them via their typical channel. If they do place another online order, you can try again to bring them in-store with a fresh approach.
  
  

Don’t view this as a loss. The beauty of a CRM is that once new data comes in (like a fresh purchase or new interest signals), you can adapt the customer journey once again.