The world of retail is marked by technological advances. Trends are constantly changing and it is not easy for managers to follow all the developments. However, this technology watch is crucial in order not to be overtaken by competitors more committed to retail innovation.
In addition, much more than technological development, its influence on consumer behavior should be observed scrupulously. What are consumers looking for today? Service, personalization, quality and immediacy. It's up to you to always provide your customers with what they are looking for and to meet their needs. For this, a multichannel strategy must be integrated into your business. Stay in contact with individuals anywhere and anytime to provide them with satisfaction.
Among a multitude of channels used by consumers, the physical channel remains their favorite. Indeed, it is still and always central in the decision-making process of potential buyers.
Retail + technologies = enriched experiences
Your objective as a retailer is therefore to transform your physical points of sale into places that obviously offer the sale of your products, but also into places allowing individuals to have an enriched experience. It's up to you to immerse them in your universe. Occupy an unforgettable place in their minds.
The physical point of sale is much more related to "human" than e-commerce sites. So bet on the proximity with your customers. It is also thanks to a physical store that you can more easily loyalty. Do not hesitate to play the card of "hospitality" in your shop. In other words, offer human contact. Why not product discovery workshops or workshops allowing you to use your products in tutorials such as Leroy Merlin offers?
It is also up to you to reinvent the in-store journey and the experience that is lived there. Everything (or almost) is allowed! You absolutely must immerse the consumer in your world and get him out of his daily life. The physical point of sale must become a meeting place between consumers but also between consumers and sellers.
In this sense, the role of technology and the digitization of stores are essential. Why that ? Well, it's simple, technology improves shopping paths and experiences as well as communication between the brand and its consumers.
Technology must therefore be integrated into stores and offer added value within the consumer journey. This technology is widely diversified: beacons, connected tablets for employees, touchscreen and connected terminals, virtual fitting rooms, alternative payment solutions, etc. The challenge is then to know how to perfectly integrate these tools into a multi-channel strategy.
Retail + physical = trust
Trust is fundamental of the relationship between business and consumers. The points of sale are essential in any omni-channel strategy since they allow the creation of this bond of trust with consumers. Indeed, through the salesperson who is there to welcome them, to accompany them throughout the journey, consumers more easily create a bond with a brand and retain deeper memories. The direct relationship with the customer is a real asset for your business.
Although the physical retail space has many advantages, it must be included in an overall omni-channel strategy that will create synergies with the online channel. This is to provide Internet users with the possibility of “jumping” from channel to channel without friction.
Finally, keep in mind that products purchased online are not always the best bargain. Indeed, it often happens that the delivery costs make the product reach the same price as in store. The only advantage is then the fact of not having to move. However, it will be necessary to wait before obtaining its purchase whereas in store, the immediacy of the purchase makes happy.
By way of conclusion, we cannot say that there is one channel more important than another. There is no ideal solution. The best solution remains to converge physical and online in order to ensure in order to combine the advantages of each channel and to satisfy all types of customers. Let's not forget that the main objective is to offer alternatives in their purchasing journey in order to limit the potential obstacles perceived!
