Put a spell on you: how to wow store customers
How can bricks-and-mortar keep up with online stores? It’s a question the retail industry has asked time and time again – and the topic for discussion at a recent event we organised for high performance network solutions provider, Hughes Europe.
Anya Hindmarch’s Dan Orteau and retail consultant, Lara Jelowicki, led the discussion on how to wow shoppers in-store.
Orteau explained that the growth of ecommerce has benefited the High Street in some ways, as shoppers will carry out mundane retail tasks – such as groceries – online, making more exciting purchases a ‘pleasure in leisure’ experience.
Moreover, great customer experiences are built on interactions, and there is no better place to engage with shoppers one-to-one than within the store environment.
Lara Jelowicki counteracted, though, that some consumers will always find online shopping more enticing, particularly because of the personalisation retailers can achieve through data-driven insights.
Bricks-and-mortar, therefore, must use technologies such as QR codes, electronic shelf labels and beacons to encourage customer interactions in a way that helps them better target promotions and experiences to them as individuals.
Hughes Europe’s Dan Thornton added that while stores might be the end point in the journey, today’s shoppers are unlikely to arrive at the aisles without first checking online channels, so retailers need to use that to their advantage.
He recommends in-store WiFi, to encourage a managed digital experience in the store environment. Today’s tech-savvy customers become frustrated if they cannot access their favourite devices, which can ultimately lead to them defecting to a rival store.
Incorporating a WiFi network into the store also enables staff to better serve the customer, by connecting smart devices. With access to inventory information and transactional capabilities, they can cut queue times, encourage deeper engagement and create a bricks-and-mortar experience truly centred around the customer.
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