It’s time to face the facts: The evolution of retail is here. With more and more shoppers choosing e-commerce and m-commerce options to make their purchases, it’s time to make some changes to accommodate the new ways your customers are shopping. The rise of e-commerce and m-commerce isn’t a sign that retail is dying. Instead, it’s an opportunity to evolve and integrate channels in a seamless and complementary way to create positive and welcoming experiences for your customers.
Here are four examples of how evolving along with the retail industry can benefit your business:
Showrooming vs. Webrooming
It’s important to understand how the changes in the shopper’s journey affect your store. For example, customers who prefer to browse online could still want to physically buy the items inside the store. These “webrooming” customers use the online websites to gain product information but still purchase the items at a brick-and-mortar location.
Although webrooming seems to be the latest trend, there are still customers who shop in a physical store, preferring to look around to see their options. These people often want to physically see or try the products before deciding to purchase online, often after they search for bargain prices.
Regardless of the shopping patterns, it is possible to use the evolution of retail to your advantage. Here are a few suggestions:
- Make sure to have relevant information about products in the store and online. It is essential that customers can move seamlessly between digital and physical channels.
- Provide excellent customer service, and when you do, ask people to leave a review online.
- Offer shipping to customers’ homes, as well as services such as buy online, pick up in store (BOPIS).
By providing the option for shoppers to buy online, pick up in store, you can use the evolution of retail to your advantage. Shoppers can make a purchase from your store online, whenever and wherever it’s convenient for them, and pick up their purchases at the nearest location shortly after. This gives customers the opportunity to browse when they pick up their purchases and, often, make additional purchases in the store. Use this to your advantage by making additional sales with in-store only offers for BOPIS customers.
In-Store Only Offers
Even though this is a time of retail evolution, you can still use traditional methods of driving foot traffic in through the door. Using door busters and flash sales have a long history of success behind them and are not going anywhere soon. Studies have shown about 61 percent of people purchase one to three items more in a store because of a sale or promotion. Customers love promotions such as “buy one get one free.” The evolution of retail does not change human nature — people still want the best deal.
Retail technology has changed along with customers’ evolving behaviors and preferences. Rugged mobile tablet POS solutions empower sales associates to assist customers anywhere in the store, check inventory or locate an item, and even upsell more effectively. Tablet POS can link sales associates with information such as customers’ past purchases.
These are just a few ways you can bring your store into the new era of retail. Look at your business model and find creative ways to provide additional services or make your store unique. Capitalize on the possibilities.