Online stores don’t always work. Let’s just get that out of the way. There are just some businesses which need to brick and mortar stores to operate. But what can these stores do in a world where customers look to the web first? Here are three ways to complement a physical store with an online presence.

Give People a Reason to Come Into the Store

Many customers just assume that every service can be performed online. However, they often don’t remember that they need to get sized up for each different style of shoe or that the length of the sleeve of their suit is going to need altering.

Make these services and needs apparent on your online presence and advertise their remedy as being an in-store visit. To make the idea even more appealing, consider offering a streamlined service for customers who do visit your store, including offering appointments where complementary services can be provided quickly and seamlessly.

Online Coupons and Discounts

If there is always a sure winner, it’s a discount. Where stores like the Groupon Coupons page for Sephora drive their customers to the website with discounts, so too can you use coupons to drive customers into your store. Just because a coupon is advertised online doesn’t mean that it needs to be redeemed via the same medium. Use coupons on your website to drive customers to your store.

Be Prepared

When customers begin to come into your store, be ready for them. Much of your overall profit is likely to be made from impulse purchases only made in store; make sure the merchandise is accessible and relevant. The best use of this valuable selling space is with seasonal or promotional ranges, such as a product line to coincide with a movie promotion period or items to match the current season.

The online shopping boom isn’t going away anytime soon, but that doesn’t mean that your entire footprint needs to move digital. Utilizing an online store as a complement to your physical presences in ways such as these can be a boon for both platforms.