In today’s rapidly evolving retail landscape, a comprehensive omni-channel strategy in retail industry is paramount. The ways customers interact with businesses and make purchase decisions are going through a paradigm shift. With the rise of e-commerce and online shopping, digital pre-purchasing activities are now pivotal in the shopping journey.
From Clicks To Bricks: An Omni-Channel Retail Approach
A great opportunity lies ahead for brick-and-mortar stores to reinvent themselves as alluring destinations, combining the best of offline and online offerings. As pointed out in a recent McKinsey podcast, there continues to be an important role for physical stores to play, but it’s a role that is evolving. Companies that are successful in nailing their omni-channel retail strategy have a massive competitive edge.
“Omnichannel customers shop 1.7 times more than single-channel shoppers. They also spend more. The in-store customer, going forward, will be someone who is hitting all the different channels and touchpoints that a brand or retailer has. That means consistency and connectivity between all those channels will be really important.”
Tyler Harris, McKinsey
Access the full report here: The Current State of Brick-and-Mortar Retail Customers
Unlocking Your In-Store Sales Potential: 4 Impactful Omni-Channel Retail CX Trends in 2023
Brick-and-Mortar’s Appeal: Immediacy & Hands-On Experience
Nearly 70% of respondents in our survey stated that immediate gratification is the top motivation driving their preference for physical retail experiences. 48% of respondents also highlighted two other key advantages of shopping in these physical establishments:
- The ability to try and test products firsthand
- The significant cost savings on shipping fees
The in-store experience offers tangible advantages that resonate with shoppers, even in this digital day and age. The hands-on experience of being able to see, touch, and try on items before making a purchase decision also plays an important part.
Pre-Purchase Research Varies Across Age Groups
Our study found that the connection between shoppers’ age and their pre-purchase research habits becomes evident when we look at age-based cohorts. As people get older, the frequency of pre-shopping research steadily declines. Here are the key findings:
- Among individuals aged 18 to 24, 46% conduct extensive online research before they visit the stores.
- For consumers aged 25 to 34, this number rises to 50%, which shows a significant preference for online research before in-store shopping.
- In ages 35 to 44, 38% of respondents state that they do extensive online research before visiting physical stores.
- Similarly, among shoppers aged 45 to 54, 39% of those surveyed say they do extensive online research before their real-life store visits.
- However, among respondents aged 55 and above, only 25% rely on online research before purchasing in physical stores.
A Weak Online Presence Could Mean 70% Less Business
One finding that stands out in our research is the negative impact of insufficient online information. Failure to provide sufficient details can result in companies missing out on a staggering 70% or more potential customers.
Providing sufficient information is essential to capture potential customers’ attention and build trust. And trust is a crucial element in shopping. According to a 2021 PwC report, trust emerged as the top priority of more than 70% of consumers when purchasing.
Maintaining updated, attractive, and easily accessible product information ensures that customers have the knowledge they need to make informed choices, which is what ultimately drives success in today’s market.
Stock Availability, Online Reviews, and Opening Hours are Important Parameters
So, what information are shoppers interested in when planning their visit to physical stores? Our study reveals that stock availability is the top concern for shoppers across all age groups. However, interesting trends emerge when we look at the specific age brackets.
For the younger and middle-aged shoppers, a different set of factors tend to take centre stage than for the older shoppers. The second most important thing that 18-34 and 35-54 years-olds look for is promotions or deals. And being working professionals with busy schedules, store opening hours are also top-of-mind importance for them.
Older shoppers have other preferences. While store opening hours and online reviews don’t make their top-four priorities, they research the selection of products on offer and focus on product descriptions.
Related reading: The Ultimate Guide to Customer Experience Metrics and How They Affect Your Business
How To Build a Winning In-Store Sales Strategy Incorporating These CX Trends
An Omni-Channel Retail Approach
Seamlessly connecting the digital universe to physical stores is essential and an opportunity to create an efficient and coherent customer experience that transcends various channels.
By integrating online and offline touchpoints, customers can enjoy a seamless journey from browsing products online to purchasing in-store. This synergy enhances the shopping experience and fosters a deeper connection with the brand.
Personalised Information
A good example on how personalisation can lead to in-store sales. A brand may wish to send personalised store promotions to a customer based on preferences and previous purchases. These preferences may have come from a previous online purchase together with delivery address to decide nearest store. For more sophisticated brands they can also include product availability in the size the customer uses.
Clear Information on Stock Availability
Among shoppers of all ages, stock availability is the top concern. And failing to provide accurate and updated stock information can lead to negative customer experiences, disappointment and frustration.
To prevent missed opportunities and encourage repeat visits, providing reliable online and in-store stock details is crucial. Real-time inventory status updates pave the way for positive experiences and returning customers.
Awareness of Age-Specific Preferences
Preferences vary across different age groups, which retailers must recognise. Doing so allows you to tailor the online customer experience to your target group and their priorities.
Younger shoppers often value promotions and deals and are looking for ways to ways to save money on their purchases. Older shoppers tend to prioritise product information and rely on detailed descriptions to make their shopping choices. Aligning your online information with these preferences will allow you to engage and resonate with each age group.
Online Reviews
Online reviews are very influential when it comes to consumers’ purchase decisions. According to 2023 research by PowerReviews, 74% of consumers surveyed state that reviews are a key way for them to learn about new products.
Integrating customer testimonials, third-party ratings, and social proof into your online customer experience strategy also lays the ground for increased conversions offline. Positive reviews help brands build trust and confidence, and addressing negative feedback transparently and constructively showcases your commitment to customer satisfaction.
Provide Store Opening Hours
Convenience and efficiency are essential factors in today’s fast-paced society. Displaying reliable and updated information about regular hours and communicating any deviations promptly is a simple but impactful step that demonstrates respect for customers’ time and helps them plan their visits.
Implementing tools like online appointment booking systems can enhance the in-store experience by minimising wait times and creating a smoother shopping journey for your customers.
Related reading: Improving CX: Are you in it for the Long Run? You Should Be!
How Resonate Can Help
Resonate is a leading customer experience management platform specialising in omni-channel retail approach, among other strategies. Our platform empowers frontline teams and executives with metrics to drive sustainable business growth.
Connect with us to discover how you can leverage cutting-edge technologies to elevate your customer experiences and increase your sales.
