Capitalising on the in-store digital experience

By 29th June 2020April 13th, 2021Retail
Screwfix City Store Collection Point

Give your customers the choice between browsing through your shelves and taking part in an in-store experience, and they’ll pick the latter. Not only do in-store digital experiences give customers the freedom to ‘try before they buy’; this incentive will increase the odds of them buying as they’ll know exactly what they are getting.

So what are your options?

The most common instore experiences currently being provided are:

  • A digital assistant that is accessible whilst customers are on their mobiles. Here, customers can find the answers they’re searching for without having to phone/email your business.
  • Demos and reviews of products – these can be read on digital devices allowing customers to compare products and determine which is the better option.
  • Handheld devices that can take payments for products without the necessity of a till. This gives you the freedom to make better use of space for products.
  • Self-service checkouts – this helps to reduce your staffing requirements as customers can serve themselves, as well as will make their whole shopping experience faster and more efficient.

Making the most of them

Given that 92% of the UK population is online, and that two of the top online retailers have no physical store (Amazon and eBay); if you are not already using these digital features in your store, then you should be.

With their support you can overcome the fact that most shoppers are unlikely to visit brick and mortar stores, and instead find a balance where both options are viable.

Fortunately, each of the following strategies can help you to maximise these digital experiences and turn them into an opportunity to boost your capital.

  • Self-service and handheld payment devices – these are an opportunity for you to market/suggest other products your customers may wish to buy (recommendations based on their existing purchase). This can include items which they can buy then and there, or those that can be ordered in specially.

Likewise, by situating digital aids around the store, your tech can be used to show customers videos and demos, as well as allowing them to: order additional sizes; make payments; provide feedback/complete short surveys, and engage with your brand online via Instagram, Twitter and Facebook.

Other benefits:

  • Clutter free stores – handheld devices can prevent overcrowding and the need to store excessive inventory.
  • Equip store assistants with tablets – this way customers can benefit from a human experience backed up with access to all the information they need (at the end of their fingertips). With smartwatches and iPads at their disposal staff can also: check stock, take payments, and receive live alerts so they are always in the know.
  • Harness data – you can take all data you’ve gathered from these in-store experiences – e.g. past purchases, media decisions, demos customers have taken part in, etc. – and use it to tailor/personalise the marketing you send. This will increase your odds of sales conversion, as customers won’t automatically dismiss the email/newsletter/letter. Instead, they’ll see that you’ve paid attention to their wants/desires/interests.

Similarly, utilising self-service touchscreen kiosks can help you to compile this data, analyse it and use it to offer customers personalised recommendations that are tailored to their lifestyle. This will boost cross-sells as you’ll be showing them items that they are already interested in.

  • Take advantage of the omni-channel experience – we are a digitally focused generation, meaning not only do customers want access to everything all the time (otherwise they’ll switch loyalties once you can’t fulfil a need – 43%); they’ll also rely on more than just the internet to research products.

For this reason, you should link your digital in-store tech to your social media account so that customers will see your brand and will remember it long after they’ve left the store. Instead, you will stay at the forefront of their minds as your posts will remind them that you’re there and that you’ve got a lot to offer.

Other tips:

  • 71% of shoppers feel that their mobile devices are an important part of their in-store experience. By offering your own digital aids for customers to use, you can take control of their experience. For instance, this tech can act as a store assistant, supplying customers with valuable information – product comparisons, size, delivery times, product specs, etc. – instantly and effortlessly.
  • Harness location targeting to alert customers to offers – this tactic is a clever way to entice customers into your store, as this feature is designed to alert them to deals when they are physically close to one of your stores.

Now, given how many customers always have a mobile on their person – and even use them to help them shop – by integrating location targeting into their in-store experience, you can potentially get more customers through your doors.

  • Advertise – try to advertise your offers and products across the digital experiences that customers are engaging with. For instance, combining demos and VR with exclusive money off deals will increase their chances of turning their interest into a sale. Likewise, use social media and marketing to alert customers to upcoming events and offers.

Research has shown time and again that harnessing digital technology and maximising in-store experiences can boost customer engagement and conversions – by an impressive 94%! This is forgetting the 66% rise you’ll see in brand perception and loyalty.

So if you’re looking for ways to boost your income and keep customers walking through your doors, why not capitalise on in-store experiences? For assistance with designing your store for maximum effect contact us at Resolution Interiors today.