The fine line that once separated online sales from more traditional retail has become ever more blurred, turning into a common area that, far from separating these two channels, actually unites them.
The growth of online sales has had a lot to do with this transformation, but it is not alone. Customers have got used to getting the best out of each channel, and now they want everything on all channels.
And this is a good thing.
Why wait in long queues when I can get it delivered to my home? Why do I have to be at home waiting for a delivery guy if I can just pick it up in-store?
It sounds like a contradiction, but it isn’t. In new retail it is the customer who decides what, when and where.
The new shop window
Shop windows have always caught our attention and have that magical power of drawing us into the shop even if we were just passing by. And this doesn’t just go for physical shops.
With e-commerce this magical power has been extended to anywhere, simply with a mobile and an internet connection we can access the online version of the shop window of any brand.
Today’s consumer is highly informed and purchases are more considered than ever. Having access to so much information, many of us thoroughly study the pros and cons of each product before buying it. The virtual shop window helps us to know what we want and how we want it, so when we arrive in-store we don’t even need to be informed.
Herein lies the importance of having a good tool to help you to connect with all of your sales channels and to manage the data you receive from your consumers to know what to offer them and when to offer it to them, as well as to automatically see how your sales are growing.
Changes in consumerism
They say that information is power, and in this case it is a two-way street.
Consumers are more informed and impulsive buying has given rise to a much more purposeful consumerism, with personalisation taking the lead role in the change. The fashion industry is one of the sectors that has most noticed this change, increasingly looking to improve user experience in its e-commerce.
A good experience is no longer exclusive to shops.
Another big change in consumerism concerns the ‘when’ and ‘where’ we buy. We don’t want to wait; we want to avoid crowds and look to reduce contact as much as possible.
There are several ways to achieve this.
Herein lies the importance of having a good tool to help you to connect with all of your sales channels and to manage the data you receive from your consumers to know what to offer them and when to offer it to them, as well as to automatically see how your sales are growing.
Click and Collect
Buy online without the worry of going to search the shelves in a shop, of waiting in line, or of any possible restriction on store capacity.
You can make your purchase on the way to work in the morning, taking advantage of the commute, and then pick it up on the way home without having to wait for delivery instructions, without the need for there to be someone at home, or for Murphy’s law to kick in and for the delivery guy to come right when you have popped out for something.
The good thing about this purchasing method is that it is not just the retailers who benefit, but it also brings e-commerce players closer to the physical experience by providing the option to go and pick up your order at a collection point.
Collection points
There are several types of collection points. They can be in physical shops that serve as a collection point for logistical companies, or they can be lockers in public places that are easy to access any time of day.
In the case of temporary closure of shops or incompatibility of the purchaser’s schedule, these methods are perfect for putting the customer at the centre of your strategy (Customer Centric vs Product Centric) and being able to offer an easy and comfortable purchasing experience to consumers.
To complete the picture, you can study the behaviour of your consumers and their location to find the best location of them and make their lives even easier.
Contactless purchases
That usual check for keys, mobile and wallet before leaving the house is now just for your mobile and keys.
We know that 51% of people already use a contactless payment method and increasingly more users opt to pay with their mobile. If we think that this year it is estimated that there will be 3.8 billion smartphone users…
Think about it, when was the last time you paid with cash?
It is clear that we’ll never leave home without our mobile and we are using it more and more to make purchases. Imagine for a moment to have your brand always present in your customer´s hand (in Google Pay, Apple Pay or your brand´s APP) allowing your consumers to manage their exclusive benenfits, rewards, discount vouchers, their gift cards or their accumulates points, both at your e-commerce and in-store.
You imagine it and we’ll design it; with Wapping technology your consumers will have the purchasing experience of their dreams in the palm of their hands. Would you like to find out more? Get in touch!
Descarga el ebook "Los retos del retail"
La guía definitiva para conocer las tendencias que marcarán el futuro del sector del retail en personalización y omnicanalidad