How are retail customer trends shaping brick-and-mortar’s future?
The majority of merchandisers are now adapting to an omnichannel environment in which customers can seamlessly shift between brick-and-mortar stores and ecommerce venues. This high-tech atmosphere has convinced many retailers sticking with conventional practices to reorganize their store operations, integrating analytics, tablets, and entirely new formats into the physical shopping experience.
Scrutinizing what's popular
A mixture of online platforms and mobile devices have influenced the way in which consumers search for and purchase items. This was recently reflected when Street Fight Magazine referenced Future Stores' "2014 State of Brick and Mortar Report," which surveyed retail professionals spread across the United States. The study found that 57 percent of respondents claimed they are committed to investing in omnichannel operations, adjusting supply chain processes to adequately accommodate those shopping both online and in physical outlets.
Brick-and-mortar as a service
Another popular retail merchandising trend is experimentation. Future Stores discovered that 61 percent of the businesses surveyed stated that they are trying out alternative shopping formats. This could involve anything between self-checkout, equipping employees on the floor with tablets capable of finalizing purchases or setting up small kiosks that provide people with customer reviews of certain products.
According to The News-Journal, the look and feel of the typical brick-and-mortar store is likely to change in the near future. Many experts such as Doug Stephens maintain that these outlets will be more oriented around creating a fun and stimulating experience. However, an ingredient that's sure to influence these facilities is convenience. The click-and-go feature associated with the online retail industry is sure to make a place for itself.
The source noted Forester analyst Sucharita Mulpuru's summation that stores will become more service-oriented and make drive-through pickup, order-online and pick-up-in-store practices routine.
Mixing things up
The News-Journal cited a few examples of how physically-rooted merchandisers are adjusting their practices for the new age. Seattle-based merchandiser Hointer displays clothing in a gallery-like manner, showing one article as opposed to an entire rack. When customers see items that they like, they tap their smartphones to a coded tag and select the color and size they want. After they make their specific selections, they can go to the dressing rooms to try on the clothing they chose. CEO Nadia Shouraboura noted that the process has resulted in more sales and happier store visitors.
Innovation and creative thinking are sure to prepare brick-and-mortar stores for the next technological wave and ensure their place in the merchandising industry.
