Glasgow Business . 39 www.glasgowchamberofcommerce.com SHOP CLEVER Innovations are helping keep the physical store king in the face of online shopping


I


n the early 1990s, we would never have believed that in a few years time we would be able to shop without leaving


the house, and within 24 hours it would be delivered to our door. Despite the huge rise in online


spending, when it comes to shopping, the store is still king.


A study last year by global


management consulting firm AT Kearney found that consumers still spend the majority of their time (61 per cent) shopping in stores. So there is more pressure than


ever on retailers to maintain their in-store customer base and one


way of doing this is by enhancing the customer


experience. Organisers of RetailWeek’s


Customer Experience event in October say that a memorable customer experience is key to establishing loyal ‘brand advocates’ – the people who will


talk about your brand or product and pass this information on. Tey say: “Brand advocates are


incredibly valuable, so how can you create more of them and nurture your existing loyals? It is not that easy, but a combination


Continued on page 40> >


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