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It may sound like a cliché, but it's true. Retail is in flux. But it always has been, because the people who shape it change too. Today we're again experiencing such a change with the dawn of a new digital era. Old structures and perspectives meet a group of consumers who expect retail to speak their language. And to offer what they want. So how can retailers meet these expectations in an age of a new, digital world?
Customers today expect more from customer service. That's why retailers must merge digital and analog touchpoints to ensure a comprehensive customer journey.
Those not active on the internet — exaggerated — don't exist. At the same time, however, retailers must also be approachable and present on-site, convincing with services and offerings.
Customers still place great value on good and friendly advice. At the same time, they expect comprehensive knowledge and reliability from their contacts.
More and more customers want to receive all available information directly when shopping. Retailers who provide and offer this enjoy a great trust advantage.
Environmental and climate protection are not just trends, they are lasting constants in retail. Customers now expect comprehensive sustainability from retailers and judge companies on how well they put it into practice.
What happens online has to happen offline too. But how do you bring the digital world into the daily work of staff on the shop floor? And how do you bring customers to exactly those people?
It's not easy to bring customers into the store and delight them. But there is a solution. And many good ideas.
Omnichannel is not a distant vision of the future for retail — its successful introduction requires no metaverse and no technical wizardry.
Rather, omnichannel is the answer to
demands and questions that customers are already articulating today. But what is needed to effectively support retail?
Bring more customers into your stores and delight them with great service and offers. Use the opportunity to drive further sales — and turn them into loyal regulars in the long run.
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Some customers want to research and reserve mainly online. But they still want to "experience" the goods before they buy. With Click & Reserve, you offer them exactly this service.
Give your customers the option to order and pay for goods online and then pick them up in store the same day.
Advise customers extensively, supported by prepared data, directly in the sales conversation. Sales staff get access to online profiles and can include past purchases in the consultation.
Ship goods and products directly from your stores and rely on decentralized shipping logic. This way you make effective use of your existing infrastructure and reduce the need for central warehouses.
Empower your store staff to oversee and manage all processes and operations in the store with just a few gestures and clicks. So your colleagues can do what they do best.
Are retailers and customers talking about the same things when they say "digitalization"? We investigated.
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