July/August 2024
ertonline.co.uk
Visually appealing Think about your store layout and the customer flow. When a customer first walks in, think about what greets them. I’ve been a judge for the ERT Awards for a few years now and my pet hate is seeing stores piled high with product, like double-stacked freezers or microwaves displayed atop washing machines. How many of those microwaves do you sell? Is it a cornerstone product that you rely on to generate revenue? Probably not. So making them stand out like that isn’t a pleasing aesthetic, in my opinion. So instead make your store look more visually appealing and clear of clutter to enable the consumer to see immediately what you offer without making them look too hard.
If I’m looking to spend some serious money in your store, I want to know that you care about how I’d like to spend it. Listen to what the consumer needs. Find products or solutions that are within their budget and relevant to what they’re after. No one wants to be bored with endless product specs and features, especially when the average consumer will most likely just want to know the basic facts. The key focus is to make your store an immersive environment where your customer feels comfortable and encouraged to explore and play. Think about how you can enhance their senses with lights, sounds and smells. How can your store be interactive as well? Product displays aren’t just about enticing shoppers to come in-store, they’re about drawing attention, displaying information and setting products apart from the competition. In the world of considered purchases, integrating tech effectively into display systems can add to the experiential and immersive experience that shoppers increasingly expect on their high street. Personalisation is another factor to consider. McKinsey research has shown that successful personalisation strategies, driven by customer data and increasingly artificial intelligent solutions, can mean up to 10-15 per cent revenue growth. Are your products displayed in a manner which heightens the senses and creates an emotional connection that enhances the in- store experience?
In 2024, the consumer’s
purchasing decisions are, it seems, heavily influenced by a product’s ability to resonate with their identities and aspirations, surpassing mere cost considerations and enabling a potential increase in basket value. This change reflects a departure from older generations’ perceptions, increasing the importance
of aligning brand
values and the retail approach in line with a consumer’s priorities in a competitive landscape. Make the consumer feel listened to and important and enable them choice of not only product but also payment terms and delivery. Did you know that 43 per cent of sales are abandoned due to delivery charges or concerns. This is relevant both in-store and online, which leads me to my next point…
Online vs instore
While you might think that younger generations shop online more, actually for considered purchases such as CE, 63.5 per cent want to shop in- store. However, this does not mean that the e-commerce opportunity is any less, especially when it comes to socials. So how does your retail experience translate online through your website and social media? With more and more consumers searching online to research their next purchase, do you hold your desired audience and compel them to continue their journey in your store? It’s also understood that four in five consumers follow brands on social media, with an impressive 95 per cent saying that their purchasing decisions are influenced by what they see and read on social media. It’s therefore important to consider the percentage of consumers that still prefer to shop in-store when purchasing high-ticket items. The future customer journey in retail will increasingly be based around the online and social media experience, so the importance of getting both right are critical for a retailer’s success.
Core drivers to consider for enhancing the experience with an omni-channel approach are: 1) The online presence of your store may be the first touch point for your customers, therefore making it enticing and motivating enough to bring them to your door is crucial, especially if you’re looking to attract that younger 63 per cent that want to shop in-store;
2) Create theatre that immerses the consumer through lighting, sounds and clear navigation of your store with clearly defined zones that encourage the consumer to dive in and feel invited to play;
3) Engage with consumers in a knowledgeable and supportive manner through your staff and continue the customer journey with clear, impartial and knowledgeable advice that is relevant to their purchase.
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