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

As customers are becoming increasingly connected, it is imperative that retailers provide them with browsing information they can't find on their own.

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

· Personalisation

· 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.

¹Zebra Technologies 2018 Shopper Vision Study

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