Retail Analysis
been prioritised due to a necessity to continue trading during lockdown, but for many retailers, this has come at the expense of having a relationship with their customers. Many solutions were implemented overnight at the beginning of lockdown and this has resulted in practises that weren’t designed for the long term. Now, retailers must reevaluate their approach to the customer experience online in order to remain competitive and keep their consumers engaged. Many retail managers and leaders who have worked in the
industry for years may think that delivering the human touch is a case of continuing what they are already doing, only better. However, in a hugely competitive COVID-19 environment, companies need to step up their game and deliver a tailored, excellent customer experience every time, in both brick & mortar and e-commerce stores. By doing this, consumers are more likely to engage with an already sustainable brand, enabling for higher growth and more funding towards sustainable practises within the brand. As discussed, customer service online and in brick and mortar
stores are two different experiences. Hybrid retail solutions combine both experiences into one, addressing the gap of human engagement online; bringing new aspects of design and CX enhancement that virtual reality creates, with the personal engagement generated from face to face sales reps. Brands are now able to deliver the human touch through e-commerce, emulating the in-store shopping experience online. Example solutions of brands doing this are through live video assistance, where sales assistants can stream themselves walking through the store, demonstrate and showcase products, and answer specific questions from the customer. Ultimately, the human touch is about bringing customers and
retail staff closer together to deliver highly personalised, excellent customer service, at every touchpoint.
The Future of Sustainable Shopping is Hybrid Hybrid solutions are some of the most sustainable ways that companies can create meaningful engagement with consumers whilst helping minimise consumers’ environmental footprint. Providing hybrid experiences reduces pressure on brick-and-
mortar stores as a significant contributing cause to retail’s environmental damage. They reduce the extensive supply chains needed to fill stores with products, whilst being much more accessible to people around the world, giving businesses the ultimate flexibility in reaching every consumer. Yet, there are the ever-present questions surrounding whether this
will still matter in the coming months, as people start progressing fully back towards the high street due to the phased reopening of society. The simple answer is that hybrid solutions are not designed to replace every aspect of the high street, instead combining the best of both worlds to create a unique, greener experience. Immersive hybrid stores provide the engagement of the physical brick and mortar stores with the versatility of digital, to create the next generation of retail. This should be the goal for any brand or retailer wanting to connect with its audience and whilst maintaining sustainable practices. In the end consumers want choice: they want brands to be on every
touchpoint they are and offer others alongside it. Visualising products online - with an added element of personalisation and human contact - lets people fully engage and invest in your brand. People want to see what a product will look like in relation to quality and style before they spend their hard-earned money on it. They also want to know that how they are engaging with a brand is as sustainable as possible, and hybrid retail solutions like live video assistance allow for that. Hybrid shopping is still rapidly evolving, but one aspect is clear; for
the brands that want to showcase their sustainability whilst staying ahead of the game, hybrid retail solutions like live video assistance are the future.
www.pcr-online.biz
March 2022 | 7
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