Retail store experiences still vital for consumer satisfaction
As consumers increasingly go online to browse for and purchase products, it may seem that retailers no longer need to put a lot of attention on the experiences they offer at their brick-and-mortar locations. However, this is certainly not true, as a majority of shoppers still believe that their visits to stores are important, and they are not looking to replace these experiences with technology such as social media and mobile. Of course, these platforms and devices will play a big role in retail operations in the coming years, but focus does not need to be taken off of in-store engagement. In fact, research has found that merchants can use technology to enhance the experiences they provide for their customers in their storefronts.
Decline of retail stores is a myth
A recent report by PricewaterhouseCoopers pinpointed some of the myths that are plaguing the retail industry today, one of which is that retail stores are declining as consumers begin preferring technology to buy merchandise and interact with brands. The study revealed that this belief is false, as 45 percent of customers still visit retail brick-and-mortar locations daily or weekly. Social media is seen as the biggest threat to physical storefronts, but the research discovered that while 49 percent of respondents use the platforms to look up items and find information about brands, only 12 percent actually do any shopping through the sites.
“While many forecasts point toward devices and social media dominating in retail, companies today need to utilize their multiple channels to engage with consumers and use social media as a marketing and communication tool to create value,” said Susan McPartlin , PwC’s U.S. retail and consumer sector leader. “Our report finds that the physical store remains the centerpiece of the purchase journey, while devices are used significantly for product research and deals.”
Other technology draws in customers to stores
Social media platforms are not the only technological tools that retailers can use to attract customers to their stores. The National Retail Federation (NRF) states that elements such as interactive displays and free WiFi internet can entice consumers to visit. Also, using mobile devices to train employees on how to utilize the gadgets to help shoppers on the sales floor boosts efficiency and provides faster transactions through mobile POS software.
