Brick and Mortar: How to Get Customers Off Their Phones and into Your Store
We know, we know, all we’ve been talking about lately is how we live in a digital world. The retail landscape is continuously evolving and consumers are way more inclined towards ‘mobile-first’ shopping. Truthfully, foot traffic has seen a considerable decline in the past few years and the increase in mobile experiences is more or less to blame. The question remains however, if you’re a retailer or a brand with a traditional brick and mortar store, what can you do to stay competitive?
Luckily, a surprising amount (85%) of shoppers still prefer to purchase in-store, if only to be able to touch and see products with their own eyes. However, aside from having a great website and killing it on social media, what can you do to entice your customers to come back again and again? We’ve got you covered.
A simple way to add a bit of tech to your (store’s) step is by equipping your employees with tablets. Having the store’s entire inventory and more at their fingertips goes a long way towards adding to your customer’s experience. It’s also a great and easy way to add more points-of-sale to your location (speeding up the checkout process). That aside, studies show that 82% of shoppers use their mobile devices while in-store. Additionally, consumers tend to spend much more time in-store due to their mobile usage than they would have otherwise.
According to Deloitte, customers using digital devices in-store have a 20% higher conversion rate than other shoppers. 76% of shoppers surveyed tend to interact with brands or products before even arriving at the store, making digitally-influenced decisions early in the shopping process. On average, apps are used more than twice as often as websites and the growth rate of shopping app usage is faster than that of any other category of app. Finally, mobile apps specific to your brand come with a load of benefits from consumer engagement, to better user experience, additional functionality and valuable insights.
We’ve mentioned before how a brand was able to leverage accumulated customer data via their app in order to provide a better product for their customers. And in fact, 80% of consumers are willing to share basic info for a better shopping experience. Catering every aspect of your service to your consumers’ needs is a great way to position yourself in their mind as a fantastic brand/retailer and keep them coming back.
Self-service runs in the same vein as personalization because it relinquishes control of the shopping experience to your customer. 73% of consumers feel retailers who offer in-store mobile technology provide overall superior customer service, and 64% of consumers are more likely to shop at a retailer who provides in-store mobile technology.
The above suggestions are easy to implement, but if you want to take it way up a notch, one need only to follow in the footsteps of these intrepid companies. From IKEA punching up their pop-up shop experience with a dose of virtual reality to Ralph Lauren’s ‘Magic Mirrors‘ in collaboration with Oak Tech Labs and Stefanka whose software conducts a 3D body scan of customers in store change rooms in order to help sales associates find the best-fitting apparel in stock.
The retail landscape is changing, yes. But more than ever, consumers are willing to pay for experiences. Moral of the story? The better we can make the shopping experience for them, the more likely shoppers are to come back.
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