Retailers need to go that extra mile in-store. In a difficult economy and in an age when the consumer is increasingly shaping the retail landscape, retailers need to up their game in-store and provide a journey that leaves customers wanting more.
Whilst a growing proportion of investment is going into online channels, to neglect stores is to neglect the brand and it is the brand that is the only thing that survives in both good and bad times.
And it’s not all about offering the cheapest prices to entice consumers to shop in-store, but focusing on the experience and convenience of service so customers feel there is added value in them visiting a store.
Some great examples of innovative services in-store include; order for home delivery if an item is out of stock at Next, iPads at Reiss that offer connection to its website, enabling the retailer to catalogue it’s entire product range in-store without having to stock it and media screens at Victoria’s Secret, displaying product demos and catwalk shows to better promote seasonal collections.
It is these kind of initiatives that generate real excitement amongst consumers, who spread the news via word of mouth and social media channels, creating a buzz and ramping up store traffic.
Ultimately, making the store a place worth visiting is about engaging with the consumer using interactive technology such as free Wi-Fi, mobile points of sale, online connection, special events, click and collect but also collect and click, and digital media.
It all adds up to a significant investment, but getting the store network right, with a core network to support the technology and manage the data, provides the platform on which to build the store of the future.