The omni-channel experience is about blurring the lines between the physical & digital space. Its about creating a seamlessly cohesive shopping experience across platforms that addresses shopper needs in whichever way they choose to shop.
Its about creating a personalised shopping experience, and one that meets shopper expectations. The key thing to mention here is that shopper needs remain to a large extent unchanged, but their expectations are now defined by their online experiences which should be fulfilled in retail.
Its about tapping into existing behaviours, we know that shopper journeys are intertwined and difficult to define. Shopper channel-hop according to their needs & what is convenient for them.
Enter the phygital space.
2. Endless aisles
Shoppers can order items using smart devices in store which can also store a customer’s shopping history (personal profile) such as the personalised experience that shoppers get online.
3. Shoppers today expect high levels of product service.
Empowered sales staff can provide shoppers with seamless services like check out, inventory/ stock search, product recommendations anywhere from anywhere within the store, therefore changing the face of retail interaction.
This is ever more important now because shoppers have access to a wealth of information about brands and products. Sales staff should be just as knowledgeable about the products they are selling if not more than customers themselves.
4. Hyper-connected customers are always connected, and use their smartphones to make their lives easier, more fluid and less cluttered.
As they become more tech-savvy they are increasingly taking charge of their own shopping experience, identifying and leveraging different sources of information and channels to optimise their own shopping journey.
Smartphones also enable shoppers to personalise their shopping
Allow shoppers to shop regardless of time and location, its all about what is more convenient for them.
Examples include shoppable windows, click & collect services & creating flexible touch-points for collecting online orders, digital stores online in unexpected places (i.e. Daily Mail)
The key take out is for retailers to be where shoppers are and to be relevant regardless of channel
6. Shoppers always want to trial products before they buy, so why not offer them an easy & hassle free way to doing so? Virtual fitting rooms not only allow customers to try on clothing items without physically doing so & saving them time, they also have the added benefit of offering tailored product recommendations which ultimately builds trust and loyalty for the brand.
Is it all about innovative tech?...NO!
fulfills their expectations. So when thinking about digital store innovation, don’t just digitise...humanise.