Why the in-store shopping experience is irreplaceable
by Natasha Christou Digital Marketing ConsultantThere’s no denying that the shopping
experience has truly transformed over time. However, it’s also important to appreciate
that the in-store shopping experience is irreplaceable to any online
alternatives. Read on as we explore how shoppers are looking for an experience
when they visit a store — often by using new technology.
A change in shopping habits
More of us know what we want when we walk
into a shop. In fact, 98%
of Gen-Z shoppers walk into shops and find what they’re looking for by
themselves. We no longer start the buying process by window shopping.
Instead, we’ve probably seen something on social media, scanned the reviews and
made a purchase decision before we head out the door. Of course, this doesn’t
mean that retailers should be giving up or becoming less competitive, they can
still grab the attention of their audience through in-store engagement and
customer relationship building — two things that an e-commerce site would find
difficult to achieve.
Not only this, but personalisation
is becoming more important to buyers. Customers want something that’s
tailored to their own needs, not the masses, and what better way to find out
what these are than with a face-to-face conversation? Yes, customers can fill
in an online form with their customisation requirements, but they don’t get to
see the product until it has arrived. With an in-store experience, customers
can tell the retailer their requirements and feel more confident that they’ll
be carried out — this type of engagement is non-comparable to a form or live
chat feature.
‘Retailtainment’ is another trend that
taking over the industry, and customers are expecting it too. It’s all about
offering in-store entertainment — not necessarily to lead to direct sales but
to encourage visitors to the store. This could be real-life
mannequins, a performance, or an interactive competition that grabs
attention. It’s all about thinking outside the box and offering experiences
that aren’t available online. An example of this would be at the Apple Store,
which often hosts different activities for customers: from learning how to make
music on GarageBand to creating your own emojis!
In-store technology
Whether it’s mobile banking, contactless
payments or intelligent personal assistants (such as Alexa) or queue management, we’ve become
accustomed to having the help of technology throughout our day-to-day life. So,
why should it be any different when we step inside a store? In fact, it’s
somewhat expected. Some companies are being innovative when it comes to their
in-store technology — after all, more time in-store can lead to better customer
relationships and hopefully, sales.
Tiffany
and Co. opened a store in London’s Covent Garden to engage with customers
who may have previously found their brand too expensive or inaccessible. In
this store, visitors are able to personalise jewellery and there is even a
Tiffany perfume vending machine. These concepts have driven customers to the
store and encouraged social media conversation in a way that an online
experience may have struggled.
Other companies such as Made.com and IKEA encourage customers to spend more
time in store with cafes and restaurants. Made.com also attaches QR codes to
their products around their store to encourage users to find and make a
purchase online if this is the payment channel they prefer.
Fashion retailer, QUIZ Clothing encourages the use of
an in-store kiosk. This enables visitors to browse the full collection of
products even if they aren’t available in store and get them delivered to their
home address. It also presents a wider range of products to the customer
including different colours and sizes that may not be in stock in store. When
we consider that 66%
of Gen-Z surveyed said product availability is important, in-store
technologies such as the above are a necessity for retailers.
A holistic experience
It’s clear to see that what customers are
after more than anything is a holistic experience. Something that brings together
the physical aspects of store visits with digital aspects from online shopping.
For example, 51%
of respondents who use retail mobile apps use them while shopping in-store,
and this is mainly to redeem in-store discounts, compare prices, view product
ratings and find products. By being able to offer this all-round experience,
businesses can be part of the entire customer buying journey.
Understandably, brands should be focusing
on their digital presence but not at the expense of their in-store offering.
What a customer can gain from visiting a store in person can build
relationships and shape opinions in a way that an online-only brand couldn’t.
With the “death of the high street” playing over many retailers minds, it’s
important to bear all of this in mind when planning ahead.
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Created on Jul 22nd 2019 03:12. Viewed 621 times.