thebiginterview
Following the pandemic and the trend for online shopping, how can retail owners utilise products to attract customers back in store? Retailers have needed to adapt dramatically to a seamless omnichannel customer format due to increased online shopping, driven by the pandemic and shopping restrictions. More than ever, retail spaces need to ensure they’re welcoming customers in- store and engaging with them first-hand, thus coaxing them offline and into stores. We feel this is a big topic currently. It’s become vital to collect information and
shopping habits when engaging with customers, and it’s somewhat key in building the future of marketing. Samsung KX is a leading example of how experience is integral in gaining potential customers, whether it be through hands-on time with product, or the chance to speak to Samsung representatives directly, but in a non-transactional environment. It’s an emotive example of brand and customer living the journey as one. An omnichannel experience at that. Having worked with major retailers and brands, it’s
apparent they’re more focused on ‘experience centres’ and much less with the outmoded flagship stores, the latter is fundamentally about buying goods at the end of the day. With an ‘experience centre’, we have a place where consumers undergo something entirely different and unique. It certainly builds on that brand loyalty, combined with a point of sale. KX located in King’s Cross, London, might entice a sale directly there, but it might also lead to a purchase online aſterwards. Brands are very much finding ways to bring
consumers in-store, which is a big part of the strategy. Despite advancements in technology and the online world, engagement with brands and product physicality is something we feel is key.
What are some of the latest trends you’re seeing in the retail sector? I believe that social displays interacting with shoppers are a trend that will only get better and better. Tey allow customers the chance to share posts, tag the store, and build upon that brand loyalty. Tere’s a continued interest in Liſt-and-Learn solutions, which activates product specific content on screen when a product sample is touched and picked up. It continues to be a great way for customers to explore products and is a popular choice for stores, as it can be used to promote not just the product, but also in-store deals that might otherwise be missed by the consumer. Moreover, this is a growing trend because as I mentioned before, it serves the retailer in collecting info on which products have been picked up the most versus sales conversion.
www.pcr-online.biz August 2022 | 17
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