The likes of Nike, Converse and Lacoste, meanwhile, have all been investing heavily in Augmented Reality-driven mobile apps that let users virtually try on new shoes or clothes using digital displays in brick-and-mortar locations.
- Use data to personalise the in-store experiences
Data gives companies a better idea of who their customers are and how they like to shop.
Online storefronts use customer behaviour data to feed machine-learning algorithms that power recommendation engines, ad-delivery platforms and other selling mechanisms.
Brick-and-mortar retailers can benefit from this data, too, using in-store digital POS that enables them to collect and store customer information.
When shoppers go to the till to make their purchase, staff can ask questions that help them build a shopper dossier or profile. This data can be used to inform future offers, coupons, sales, in-store events, inventory changes and more that will fit that customer’s profile.
Much as the future is hard to predict, it’s clear that online shopping will continue to grow at the expense of ill-prepared physical retailers.
But the high street is far from finished.
As we come out of lockdown, people will be craving the society of other people and physical experiences. There is a great opportunity to revive physical shopping by using digital activations to create incredible customer experiences (CX).
My team and I have considerable experience in helping brands create strategies and develop approaches that seamlessly blend digital and physical retail to create omnichannel shopping experiences that drive sales and customer loyalty. Please contact us if you’d like us to help you with your organisation’s omnichannel strategy.
This article was created and written by Luigi Matrone – CEO & Founder of the eBusiness Institute.
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