It’s no secret that retail has been dramatically changing the way it serves its customers. That’s because the profile of the global consumer has also been transformed, and most of those changes have been driven by technology. That’s exactly why the entire evolution of retail should be viewed through the lens of the consumer’s shopping experience.
People live differently today: they value convenience, they’re more connected, better informed and, as a result, more demanding. These changes shape consumer wants and needs, so their relationship with companies is no longer just about the purchase but about a whole range of other factors.
How about taking a closer look at this evolution in retail and finding out why the customer shopping experience has become so important? Read on!
What is the shopping experience?
It’s the impression consumers form of their interactions with a company over the course of a purchase. It’s the kind of experience that involves both physical and emotional elements, with an effect that may or may not be positive.
The product, in turn, comes wrapped in attributes that influence the consumer’s decision. Technology serves both as a draw and as an enabler along this journey. What’s more, it has the power to create a differentiated experience for the customer.
As you probably already know, beyond the product itself, there are other technology-driven paths that lead to unique shopping experiences. After all, if what matters is tapping into sensory elements and creating captivating moments, changes to the point of sale (POS) itself can also help shape a positive customer perception of their purchase.
Just look at how hard traditional stores have been hit by online commerce. What is the real purpose of these spaces? Rethinking the role of brick-and-mortar stores and considering differentiated in-store initiatives makes perfect sense.
What are the trends?
It’s essential to understand that, today, much of the relationship between consumers and companies is built on identification and trust. These relationships are developed over time, not instantly; in other words, they don’t form overnight. With that in mind, here are some trends:
Delivering experiences, not just products
The satisfaction customers feel as a result of the shopping moment is so important that it’s gaining more prominence every day. A positive experience can bring them back, get them to buy more and build a bond of trust with the company.
Even though e-commerce is booming, everything suggests there will always be demand for in-person shopping. But pay attention to one detail: customers now arrive at the store already armed with all the information they need! That’s why the whole package matters when it comes to creating a great experience: minimal lines, good parking, service from well-trained staff, a comfortable environment, convenient payment options, among other factors. It’s not just about price and product.
Reinforcing values to build identification
Today’s consumers don’t just want to find a product that meets their needs; they’re also looking for brands whose principles and worldview align with their own values.
Whether the focus is sustainable development, health concerns or the convenience modern life demands, companies need to reinforce their values to build identification. Keep in mind that it’s essential to understand who your audience is, because that’s the only way you’ll know how to engage them.
Remember that there’s always a lot behind a product: a way of thinking and a perspective on the world. So the best approach is to act with authenticity and transparency if you want to win over your customers.
Bringing the online environment and the physical store closer together
Brazil is a country that has already recognized the end of the operational boundary between physical and digital channels. What does that mean? That the best move is to get the digital environment and the physical store in sync as soon as possible.
Digital fluidity in the retail landscape is defined by movement across a variety of communication channels, which enriches the customer relationship and drives sales.
While digital communication tools are extremely useful for generating engagement and influence, it’s also important to stay consistent and maintain the same company stance in the physical store. The idea is for the integration of online and offline channels to give customers greater confidence.
Retail operations without a digital strategy lose fluidity and fail to make the customer journey easier. The in-store shopping experience that follows an online interaction should feel natural, seamless and complementary.
Why does retail need to delight the consumer?
Because investing in the experience is a way to do things differently and innovate. When a company seeks to improve its relationship with customers, it shows that it understands how demanding consumers are and that it cares about providing the best possible service.
Sure, traditional retail techniques worked up to a point, but today they fall short: they no longer attract customers or help the business grow. In fact, it’s worth saying: when it comes to adopting technology and finding paths to innovation, there’s no going back.
The price of insisting on operating under the traditional model is losing more and more ground to online commerce. So it’s urgent to wake up to the evolution of retail and find your own ways to embrace change.
How can you deliver an unforgettable shopping experience?
By investing in initiatives that resonate with customers, such as sensory interactions. It also pays to make it clear that the company understands the customer’s hesitation, showing how trustworthy it is and how it can help answer their questions.
Often, creating unique experiences means rethinking even customer service, investing in hiring skilled professionals and training your team. That’s the only way to have staff who live up to the customers you want to reach.
It’s also important to consider options for the company’s physical structure. A sales booth, for example, can be a way to bring something new closer to consumers and give them differentiated experiences.
The fact is that today’s consumers organize their routines through apps. They get from one place to another by hailing rides on their mobile devices, check in wherever they go, handle quick banking transactions, search for information online and share shopping experiences on social media. Retail therefore needs to understand this new reality and find ways to attract these consumers, showing that it’s in tune with their lifestyle.
Finally, be sure to recognize that technology is a powerful ally for successful strategies and should be fully leveraged — without forgetting that elements such as price, ambiance and product quality are also essential to round out memorable shopping experiences.
Have you ever imagined lowering your cart abandonment rate, gathering more data about your customers and also innovating the consumer experience in your online store?!
Then check out Lookbr, a platform that offers your customers fashion consulting from influencers and experts, guiding them through the purchase process and decision and delivering a differentiated, innovative experience! Learn more at www.lookbr.com/blog
See how we can help when it comes to your customers’ shopping experience? Now discover what we can do to transform your business and deliver the best results. Get in touch with us today!
Inscreva-se em nossa Newsletter
Receba no seu email todas as novidades do nosso blog sobre tecnologia e varejo, além de ficar por dentro do novos projetos Alice Wonders.
Thank you for subscribing.
Something went wrong.
Respeitamos sua privacidade e levamos a sério a sua proteção
