design:retail - February 2015 - (Page 30)
the digical store
030
The Post-Omnichannel
World
JIM CRAWFORD
CHIEF EXPERIENCE OFFICER
CHUTE GERDEMAN
jcrawford@chutegerdeman.com
I
N THE 1990s, when the In-
ternet created a tangible link
between modes of shopping
that previously had been isolated (stores and catalogs),
retailers struggled with how to understand, measure and connect with
shoppers in multiple ways.
It was out of this confusion that
the concept of "multichannel" was
heralded as retail's saving grace, and
soon retailers were abuzz with crosschannel shoppers.
Fast-forward a few years, and retailers began
scratching their heads wondering why their multichannel initiatives hadn't delivered the stunning
ROI they were promised. Shoppers still longed for
a consistent experience, but multichannel wasn't
cutting it. Thus, "omnichannel" was born.
But, the real problem isn't whether the channels
are "multi" or "omni"-it's that retailers are still
focused on "channels" rather than how the shopper views the world. The future is beyond channels.
To bridge in-store, on-the-go and at-home experiences, consider these four important steps:
1.
Inspire to shop.
inventory while shopping instore. These options could be the
difference between a product
purchased and a sale lost.
3. Make it convenient.
4 Truths
of an Omnichannel Present
❊ It's still a store world
In 2013, 90 percent of retail transactions
happened in the store. We're still in a store
world, and the proof is that brands are
investing more heavily in the store.
❊ The shopper is large and in charge
Although 90 percent of shoppers expect
consistent brand experiences across
channels, just 5 percent of retailers have fully
executed an omnichannel strategy.
If you're never providing inspiration for what is possible, you're only
selling a commodity. Whether it's a peek into the
season's hottest fashion trends or cooking a meal
with the newest superfood, give your customers
the how-to that encourages them to shop. Provide
in-store checklists with featured items, and
showcase popular items trending online.
❊ It's a matter of trust
2.
❊ Mobile is part of the answer
Aid the experience. Retailers need
to reposition their thinking as to how the digital
world can aid in the shopping experience. Offer
in-store price comparison and consumer
reviews-the transparency will earn you points in
the consumers' eyes. Give them access to online
FEBRUARY 2015
DESIGNRETAILONLINE.COM
Fifty-two percent of shoppers said one
negative review impacts how they feel about
a brand. Mistakes on quality, service or value
can have a profound effect on the brand.
A whopping 84 percent of smartphone
shoppers use their devices to guide in-store
shopping experiences. So, mobile is a way
to engage with shoppers and keep them
coming back.
Use digital technology to enhance
the customer experience by adding
an element of convenience. Offer
in-store pickup for online orders.
Customers rarely want to wait for
product to be shipped to them, no
matter how fast you can get it there.
And getting the customers into the store encourages
them to explore even more.
In the same realm, offering home delivery for
in-store purchases is definitely an added convenience for items that are too large for consumers to
easily transport.
Finally, provide mobile navigation to help consumers find the product location. They won't buy
it if they can't find it.
4.
Establish a history. It isn't always
the immediate purchase that matters. Often, a
consumer is exposed to a product several times
before making a purchase, so create rapport with
the consumer and build a digital conversation.
Use mobile scanning or in-store devices to let
consumers add products to wish lists for future purchases or gift ideas. Or provide in-store notifications
for items consumers have browsed or left in their online cart, giving them incentive to purchase in-store.
Retailers that can move from focusing in single
channels toward a connected consumer shopping
experience can remain competitive in a rapidly
evolving retail landscape.
JIM CRAWFORD IS CHIEF EXPERIENCE OFFICER FOR CHUTE
GERDEMAN, A LEADING RETAIL BRANDING AND DESIGN
CONSULTANCY BASED IN COLUMBUS, OHIO.
Photo courtesy of CHUTE GERDEMAN
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - February 2015
design:retail - February 2015
Contents
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Innovation
How’d They Do That?
Postcard
Have You Heard?
The Digical Store
Shopping with Paco
Éléganza
Joseph Cheaney
Countdown to GlobalShop 2015
POP Supplier Listing
Products
Backstory
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