Offering a seamless shopping experience and cohesive brand interaction at every possible customer touchpoint is every retailer’s dream. To have that consistency and predictability built-in, regardless of channel, creates a truly connected retail experience. When consumers are dictating how and when they prefer to shop, retailers need to stay ahead to not only anticipate but to delight with clever enhancements to their offer. Bringing Clicks and Bricks together to compliment, support and drive growth is the key.
If we take Apple and look at their holistic approach to the customer experience, regardless of channel, the customer can rely on consistency and innovation. It’s all built around quick access to pertinent product information and faster ways to pay – convenience and delight at every opportunity.
Clicks to bricks – the next level
To create that seamless experience is one thing but how to drive growth by combining the strength of online and in-store with each providing support and adding value to the other. Over 61% of shoppers in a recent survey researched products online before going to the store to make a purchase. Online sales continue to grow, with nearly 30% of all sales being online, compared to just 21% in 2016. Shoppers will also use their phone in-store to research and share product information. Savvy retailers offer free wi-fi to allow consumers to connect. This all helps to enhance the shopping experience and ultimately encourage sales.
Offers that drive consumers to the store with redeemable vouchers supports consumer connection to their local store and having the online functionality to select click and collect in-store for free and next day again locks in a positive brand experience.
Charity shops are also understanding the power behind a multi-channel presence with their own online stores or ebay accounts. This could be a mixture of donated and all brand products, with some specialising in popular vintage products. Sue Ryder is a great example of a charity that have embraced this opportunity and extended the reach of their brand and connected with a new demographic.
Creating brand stand-out in today’s hectic retail space with high street brands such as Next finally being able to consolidate pan-channel.
Which brands do you feel have achieved this cohesive presence and who do you think is struggling to keep up?