In-store retail is back in style
Recover 60% of sales and ramp up 43% of sales rates by refocusing retail employees’ time on helping customers.
Smartphones and technology can be both a blessing and a curse. Technology has changed who drives the store experience – so the question is, how can retailers carve out a space in this digital age?
It may seem like sitting back and taking the sales hit is all that’s left to do — especially when there are giant e-commerce competitors at the click of a mouse. However, the opportunity exists to deliver superior customer experience and improve sales.
The need to transform the customer experience
It isn’t news that e-commerce provides the luxury of convenience that makes it widely popular and mostly preferred over brick-and-mortar stores. For years it has been said that traditional retail is on the decline.
However, in-store shopping continues to hold consumer appeal in distinct ways. According to Zebra’s 2018 Shopper Vision Study, customers’ top three reasons for visiting a brick-and-mortar store are: the ability to browse and experience a product in person, discounts and product availability1.
So, if retail stores are conceding to the steep competition e-commerce brings, why are companies still investing in a brick-and-mortar presence?
While online access provides instant gratification, it often lacks personalisation. This is where brick-and-mortar and omnichannel retail has the distinct advantage. Retail isn’t solely about the products that are physically in the store anymore. People go to brick-and-mortar stores for the in-store experience of engaging with a real live person who can assist them — they crave a place with a carefully curated ambience, a place that makes them feel good, a place that inspires them.
Retail stores need to create valuable experiences that their customers simply can’t access through a screen - but to execute these customer-centric experiences efficiently, and to have them work well, much needs to happen behind the scenes.
How to transform the experience
Crafting a large-scale experience centre may not make the most sense for your business - but to stay relevant, the way you engage with your customers needs to evolve.
The four areas to consider:
· Brand experience
· Fulfilment options
· Store mobility
Zebra’s latest retail e-book sheds the spotlight on how to turn a challenge into an opportunity. The e-book provides industry-shaping strategies to strengthen customer loyalty and increase sales.
To download a copy, click here.