Though three in five consumers (60 percent) indicated that shopping in-store had become more stressful than usual during the pandemic, 85 percent said they are still doing the majority of shopping at brick-and-mortar locations, according to Shopkick.
During a webinar, Tuesday, Brad Godwin, regional vice president, Central-South at Shopkick and Lee Esmond, senior vice president – North American commerce, experience, and retail marketing at Mosaic, shared some ways retailers can invigorate the in-store shopping experience in this new normal where the digital and physical collide.
Focus on Brand Values
“We’re going to be jumping into this new renaissance where brands have to stand for something,” said Godwin. “Shoppers want to buy products not from brands they tolerate, but brands they love.”
Esmond agreed, noting that brands that put storytelling at the heart of what they do will resonate with customers. She noted that sometimes, it’s hard to get the story across from the shelves.
“Retailers are strong on price performance, and when you put all that emphasis on price, it’s hard to tell a story.”
Make the Mundane Fun
As consumers continue to venture out and balance ecommerce with in-store shopping, Godwin suggested that stores enhance the customer experience to include more surprise and delight moments.
“I went to a Mariano’s store the other day and they were having a wine tasting event, complete with a sommelier, cheese parings, and a live jazz band. They build a destination. I think the question is now becoming how we enhance the retail experience and upgrade the human connection points.”
One strategy that retailers can take is to boost personalized offerings, according to Esmond.
“Personalization says ‘we get you and we’re paying attention to you,” she said.
Prioritize the customer experience
As consumers get more comfortable with shopping online, there will be a larger pressure for retailers to create a more seamless experience, said Esmond. It’s unknown how customers will feel about the return to waiting in line and person-to-person transactions.
“I don’t know if we will want to stand in line again and talk with a person. I think we’re going to see shoppers want a frictionless, easy process,” she said.
Godwin emphasized the importance of monitoring store inventory.
“With the rise of ecommerce technology, there’s a gap in supply chain efficiencies,” said Godwin. “For example, a product is in stock at 9 a.m. when online orders are picked, but by 1 p.m. when a customer walks in the door, there’s no more left on the shelf. Everyone is trying to figure out how to close that gap.”
Use Rewards, Not Discounts
“Discounts are transactional,” said Esmond. “They don’t build customer loyalty.”
Instead, she suggested that using reward and loyalty programs keep the shopper in the ecosystem, ensuring further purchases from them. It also gives retailers a chance to personalize the offerings.
“Starbucks does this really well,” noted Godwin. “They know my name, they know my order, and it’s ready for me when I pick it up.”
The ultimate goal, he said, is building a long term relationship with the customer that keeps them coming back.
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