The in-store experience is still crucial to retailers’ profits, despite how much we hear about brick and mortar going away. 85% of consumers still prefer to shop in stores as many consumers look for the tangible in-store retail experience. The presence of a knowledgeable sales associate has the ability to improve customer experience and increase in-store purchases. However, today’s consumers also value convenience and instant gratifiaction. They want to be able to enter a store and feel as though they are taken care of, by way of both human and digital interaction. Realizing this evolving consumer behavior, many retailers are answering this need by employing a series of digital technologies that enable them to control and measure their customers’ experiences in store. Rather than competing, the digital and the physical channels are integrating to yield convenience, satisfaction and an overall positive consumer perception for the brands doing it right.
The storefront will continue to exist, and to remain competitive retailers need to update their in-store experience with digital technologies to answer the needs of the eager and on-the-go consumer who desires both human interaction, in addition to interaction with a device. To achieve this, marketers need to determine how to develop their “Digical” model, which is the combination of digital and physical attributes or innovations, working together. The results are positive. – Using in-store digital can increase conversion rates by 20%.
Pottery Barn is a brand that does a great job integrating digital and traditional components into their storefront. Have you ever walked by a Pottery Barn and felt like you were viewing the front page of their catalog? Then, as you enter the store the associates greet you with tablets and there are multiple self-service desktop computers throughout the store. It’s digital showrooming at its best.
Additionally, Intel is employing digital technologies in brick-and-mortar stores to increase convenience and, in turn, the consumer’s positive view of the retail brand. Some of the technologies Intel has adapted into their storefront include interactive video walls, visually powerful video displays, interactive digital kiosks and digital shelf displays. From research, Intel learned that shoppers are demanding that their shopping experience be immediate, convenient and productive—whether they’re tapping on interactive digital displays in a store aisle or using their mobile devices while lounging on their living room sofas. Consumers are becoming less tolerant of sluggish checkout lines and out-of-stock items—the two biggest in-store complaints. Retailers like Intel now recognize that consumers will not be separated from their mobile devices, and are integrating mobile technology deeper into the retail experience
So, don’t let the fear that Amazon or e-commerce will cause the demise of brick and mortar keep you awake at night. Remain focused on delivering an integrated customer experience and research the facts.
Data solutions like Epsilon’s transactional data set can help alleviate this fear. We source our transactional information for elements covering dollars spent, channel preferences, seasonality, online spend and spend categories such as apparel, gifts and magazines to give you a holistic customer view and enable you to implement cross-channel marketing strategies.
To learn more about Epsilon’s data capabilities click here.