Sarah wants to buy a new pair of shoes. She starts by looking online to compare prices and styles. When she visits her local shoe store, she finds much less choice, and the retail assistant can’t find the pair she saw online. Frustrated, Sarah leaves without buying anything. This is all too common in digital retail. So, how can we work towards happier customers and more sales for retailers?
Nearly 81% of buyers research online before they go into a shop – and why wouldn’t they? E-commerce is convenient for so many people. So, if we want to keep customers engaged and loyal, we need to focus on bringing digital and in-person retail together. It’s also vital to look at providing a good omni-channel experience. Retailers with strong omni-channel engagement report seeing a 9.5% increase in annual revenue, compared to only 3.4% for those who don’t. With this in mind, let’s look at what we can do to help merge online and offline retail to help ensure more sales.
Bridging the Online-Offline Divide
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To really stand out in the retail game these days, brands have to make sure that they offer what their customers want, when they want it. Whether that’s on a website, tapping on an app, or wandering through a store, every experience should feel custom-made. For Sarah, this means that she should be able to see if the shoes she wants are in-store and get recommendations of other shoes in-store that she might like. This kind of attention makes customers feel valued, and it helps them complete their purchases easily.
The Role of Contact Centre Solutions
AI and machine learning are boosting the retail world, turning contact centres into powerhouses of 24/7 cross-channel conversations. Thanks to these tech advancements, customers get personalised tips and solutions in the blink of an eye, and the simple stuff gets sorted automatically. This leaves customer support agents free to deal with more complex tasks, and ensures that customers get the right kind of help.
In order to meet the diverse needs of different customers, contact centre solutions are essential. Retailers can now offer seamless communication across phone, email, and live chat channels, which helps them fit in with the busy lives of customers. Plus, smart technologies like sentiment analysis tools empower agents to offer personalised assistance. Let’s say that Sarah complains in an email about not finding her shoe size, sentiment analysis can detect her dissatisfaction, prompting the customer service agent to respond not just with empathy but also with personalised solutions, such as alternative styles available in her size or a special discount for the inconvenience. And all of this can be flagged if Sarah phones up, so there’s no disconnect between channels.
“People have been talking about multi-channel retail for a long time, its nothing new. What is trending and continuing to evolve is omni-channel retail, which AI and machine learning are now driving. The key here is using tech to ensure customers have a smooth ride, whether calling a contact centre, clicking through a website or walking through a store. It’s all about getting on board with the latest tech and really embracing strategies that let customers shop their way across all channels,” says Jason Roos, CEO of Cirrus.
By adopting these strategies, you can merge online browsing and in-store purchasing, ensuring every customer has a seamless and rewarding shopping experience.
Challenges and Solutions
Omni-channel solutions are a huge boost for companies, but there are some challenges. It’s common to struggle with isolated data systems and inconsistent customer experiences across different channels. There’s also the significant investment required for technology and staff training, which can be daunting. However, these challenges can be overcome.
Integrating data systems is the first big win, ensuring personalised engagement. Fully integrated systems ensure that customer interactions are seamless, regardless of how they’re getting in touch with you. Training your staff can help overcome differences in customer experience – the key is making sure that everyone knows every part of the ecosystem they’re now part of. Finally, the cost of training and technology doesn’t have to be a game-ender. A lot of these technologies are scalable, meaning you can invest in just what you need at the moment. Plus, you’ll see your expenses come back tenfold (and more) through having happier customers.
Emerging Trends
The retail landscape is changing, bringing new ways for customers to research, interact and engage with products before stepping foot in a store. Let’s take Augmented Reality as an example. With AR, Sarah can find the shoes she wants online, try them on, and have a little walk around just as she would if she were in the store. She can even try to compare a few others. This technology is bridging the gap between digital and brick-and-mortar shopping.
Or maybe Sarah is after a vintage Chanel tweed jacket, but she is worried about authenticity. Blockchain technology now gives Sarah the opportunity to look at the full supply chain history, allowing her to trace the product’s lifecycle from production to delivery. These innovative technologies improve the shopping experience and add a layer of security and convenience that builds trust.
Impact on Customer Behaviour
Blending digital and in-store shopping experiences has a huge impact on how customers like Sarah interact with brands. With modern technology, Sarah expects convenience, personalisation, and efficiency. She wants her online shopping experience to mirror what she finds in-store, from the information available to the level of service provided. Tailored suggestions based on her past purchases and preferences should be part of the package, nudging her towards making more visits and purchases. Other big factors are how easily she can discover products and get through the checkout process – the easier this is, the more likely she is to come back. Plus, having one big seamless system will help ensure good reviews and referrals.
Data Privacy and Security
Of course, using digital platforms comes with security risks. Shoppers simply aren’t going to trust retailers if they’re concerned about their personal data, and it can lose you a lot of sales. Retailers have to ensure that customer data is kept safe with encryption, secure payment gateways, and regular audits. It’s also important to educate your customers on data privacy practices and give them control over how their data is used. Ensuring robust protection of customer data is paramount to maintaining trust and compliance with regulations such as the GDPR.
Roos concludes, “Let’s face it, shoppers today want more – more personalised, quicker, and safer experiences. This pushes us to keep on innovating, day in and day out. We’re diving deep into the tech world, into all that smart data analysis to make shopping interactions faster and way more tailored. And it doesn’t stop there; we’re also upping our game in keeping customer data safe and sound. Why? To give retailers all they need to offer seamless shopping that makes customers smile at every single step. It’s about blending the digital with the physical in the best way possible, setting the stage for a future where shopping is not just shopping, but an experience that’s all about the customer, through and through.”
In the ever-evolving field of retail, bridging the digital and physical retail gap is not just a strategic advantage—it’s modern customer service in action, ensuring every interaction is an opportunity to impress, engage, and retain.
