Experience and choice – bringing brick-and-mortar retail into the digital age

Following an increase in UK retail sales in June, experts predicted a further surge in retail footfall for July following the long awaited 'Freedom Day'.

Experience and choice – bringing brick-and-mortar retail into the digital age

Following an increase in UK retail sales in June, experts predicted a further surge in retail footfall for July following the long awaited ‘Freedom Day’. But, encouraging as it is to see recovery within the sector, retailers can’t afford to take their eye off the ball just yet.

Following an increase in UK retail sales in June, experts predicted a further surge in retail footfall for July following the long awaited ‘Freedom Day’. But, encouraging as it is to see recovery within the sector, retailers can’t afford to take their eye off the ball just yet. The gradual reopening of the country is causing a growing number of people being told to self-isolate, known as the pingdemic. Retailers, therefore, would be wise to keep one eye looking forward and further into the distance ‘ planning for possible changes in restrictions as we head into the autumn and winter months. 

Attention must also be focused on the longer-term migration to online shopping. According to recent PFS findings, despite 49% of consumers having missed the social aspect of shopping, more than one-third (34%) of consumers expect to return to purchasing online after the initial buzz of restrictions lifting has died down, rising to 49% amongst millennials and Gen Z.

Keeping up in a digital-first age

To remain profitable, it’s vital that brands continue to put the customer experience first, making it as easy as possible for consumers to buy their products when and where they feel both happiest and safest. Rather than competing with the online realm, brands should instead ensure they balance the two by taking an experience-based approach. For Gen Z in particular, more than one-third (37%) expect retailers to offer more of an in-store experience than they did before lockdown. This may include hosted events, catwalks, product launches, personalised makeovers, or even more quirky activities such as treasure hunts. 

The White Company presents a great example of how the gap can be bridged by allowing customers to shop live online by connecting to a one-way video call with in-store experts, where they can explore products as if they were visiting a store. John Lewis has also been championing experientialism by introducing a number of virtual experiences recently to help support consumers’ changing lifestyles, including virtual sewing and cooking classes.

The drivers of success

It’s now increasingly apparent that retailers deliver a better customer experience when brick-and-mortar and eCommerce operations work hand in glove. When restricted to shopping online, consumers craved the in-store experience, but when they want convenience and a one click purchase, they turn online. This is where omnichannel retail comes to the fore ‘ putting brands in the strongest position to tick all the boxes and consumer demands. By converting physical stores into browsing locations to try, test, and experience, whilst positioning eCommerce as a transactional platform, retailers are more likely to meet future shopping requirements. 

Underpinning this needs to be an effective fulfilment strategy and intuitive distribution network. Investment in functions such as buy-online, pick-up in-store (BOPIS), buy online and ship-from-store (BOSS); as well as effective order management systems and distributed order management (DOM) solutions can help to better bridge the gap between both channels. 

Turning the tables

By doubling up existing high street stores as mini distribution centres to capitalise on that facility as a stock holder, retailers can make every square foot work for its money. From this position of strength and agility, the idea of collect in-store, ship-from-store, shop in-store, or direct delivery can all be opened up from just one location. 

Ultimately, to remain competitive, retailers need to be armed and ready to respond to a new view-in-store and ship to home model, as consumers favour cost, convenience and experientialism over other needs. By meeting these changing priorities, brands and retailers can create stronger customer relationships than ever before, whilst maintaining profitable physical retail spaces that turn the tables on their eCommerce only competitors. The high street is not lost, but experience and choice will be the key to its future. 

ABOUT THE AUTHOR
Christophe Pecoraro
Christophe Pecoraro
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