Despite ecommerce, in-store retail experience still matters
While smartphones, tablets and other mobile devices have made it more convenient for consumers in terms of shopping and purchasing items, there is still much to be said for visiting retail stores to browse, compare and buy merchandise. Many retailers have been turning their attention toward providing mobile solutions for customers, but focus has not been taken away from improving the in-store experience. In fact, the two methods are now being used together to offer better service and faster transactions. Companies are continuing to create and develop strategies that give store shoppers more satisfaction with their visits, which ultimately increases retention and loyalty.
Retailers integrating in-store and mobile shopping
Although it may seem that mobile shopping defeats the purpose of in-store purchasing and that the methods should be enemies, such is not the case. In fact, many retailers are now attempting to bridge the two forms. EMarketer cites research by the e-tailing group which found that using cross-channel approaches actually boosts revenue and retention. Consumers are increasingly using their phones to research information about merchants and locate their stores, so many companies are implementing aspects that allow customers to use their devices in the browsing and purchasing process.
The survey by the e-tailing group revealed that 65 percent of retailers are giving shoppers the option to buy online, but return items to the store if need be. With 53 percent of merchants, customers can purchase items on the internet, but then visit the physical location nearest them to pick up their goods.
The source states that as more customers complete their shopping on-the-go, retailers that integrate their in-store experiences with mobile options can see many advantages.
Retailers catering to mobile shoppers
EConsultancy writes that businesses that have already implemented solutions for smartphones and other devices in their stores have seen benefits from their efforts. Several retailers in the U.K. are now offering methods such as QR codes, WiFi and virtual kiosks, which has drawn in the technologically-savvy shoppers. This is being done as a result of the increasing number of British consumers who are using their devices when they visit brick-and-mortar locations.
Customers are using their phones to compare prices online of items they see in stores with other businesses. They are also researching product reviews to gain a better understanding of goods. If retailers take steps to streamline these processes, then they can only stand to benefit from their efforts, reports the source.
