design:retail - February 2015 - (Page 30)

the digical store 030 The Post-Omnichannel World JIM CRAWFORD CHIEF EXPERIENCE OFFICER CHUTE GERDEMAN I N THE 1990s, when the In- ternet created a tangible link between modes of shopping that previously had been isolated (stores and catalogs), retailers struggled with how to understand, measure and connect with shoppers in multiple ways. It was out of this confusion that the concept of "multichannel" was heralded as retail's saving grace, and soon retailers were abuzz with crosschannel shoppers. Fast-forward a few years, and retailers began scratching their heads wondering why their multichannel initiatives hadn't delivered the stunning ROI they were promised. Shoppers still longed for a consistent experience, but multichannel wasn't cutting it. Thus, "omnichannel" was born. But, the real problem isn't whether the channels are "multi" or "omni"-it's that retailers are still focused on "channels" rather than how the shopper views the world. The future is beyond channels. To bridge in-store, on-the-go and at-home experiences, consider these four important steps: 1. Inspire to shop. inventory while shopping instore. These options could be the difference between a product purchased and a sale lost. 3. Make it convenient. 4 Truths of an Omnichannel Present ❊ It's still a store world In 2013, 90 percent of retail transactions happened in the store. We're still in a store world, and the proof is that brands are investing more heavily in the store. ❊ The shopper is large and in charge Although 90 percent of shoppers expect consistent brand experiences across channels, just 5 percent of retailers have fully executed an omnichannel strategy. If you're never providing inspiration for what is possible, you're only selling a commodity. Whether it's a peek into the season's hottest fashion trends or cooking a meal with the newest superfood, give your customers the how-to that encourages them to shop. Provide in-store checklists with featured items, and showcase popular items trending online. ❊ It's a matter of trust 2. ❊ Mobile is part of the answer Aid the experience. Retailers need to reposition their thinking as to how the digital world can aid in the shopping experience. Offer in-store price comparison and consumer reviews-the transparency will earn you points in the consumers' eyes. Give them access to online FEBRUARY 2015 DESIGNRETAILONLINE.COM Fifty-two percent of shoppers said one negative review impacts how they feel about a brand. Mistakes on quality, service or value can have a profound effect on the brand. A whopping 84 percent of smartphone shoppers use their devices to guide in-store shopping experiences. So, mobile is a way to engage with shoppers and keep them coming back. Use digital technology to enhance the customer experience by adding an element of convenience. Offer in-store pickup for online orders. Customers rarely want to wait for product to be shipped to them, no matter how fast you can get it there. And getting the customers into the store encourages them to explore even more. In the same realm, offering home delivery for in-store purchases is definitely an added convenience for items that are too large for consumers to easily transport. Finally, provide mobile navigation to help consumers find the product location. They won't buy it if they can't find it. 4. Establish a history. It isn't always the immediate purchase that matters. Often, a consumer is exposed to a product several times before making a purchase, so create rapport with the consumer and build a digital conversation. Use mobile scanning or in-store devices to let consumers add products to wish lists for future purchases or gift ideas. Or provide in-store notifications for items consumers have browsed or left in their online cart, giving them incentive to purchase in-store. Retailers that can move from focusing in single channels toward a connected consumer shopping experience can remain competitive in a rapidly evolving retail landscape. JIM CRAWFORD IS CHIEF EXPERIENCE OFFICER FOR CHUTE GERDEMAN, A LEADING RETAIL BRANDING AND DESIGN CONSULTANCY BASED IN COLUMBUS, OHIO. Photo courtesy of CHUTE GERDEMAN http://www.DESIGNRETAILONLINE.COM

Table of Contents for the Digital Edition of design:retail - February 2015

design:retail - February 2015
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
How’d They Do That?
Have You Heard?
The Digical Store
Shopping with Paco
Joseph Cheaney
Countdown to GlobalShop 2015
POP Supplier Listing

design:retail - February 2015