Do you need to digitize your store?
In this age where online shopping is becoming increasingly important, consumers want to be the center of the corporate strategy: since they are no longer obliged to visit a physical store to shop, they live their visit like it is an experience.
We know that technologies play an important role in this process, but is it a priority for the physical store?
To make stores attractive, retailers need to quantify and measure their customers’ behavior to understand how to increase conversions and how to retain them. This involves a complete “digitization” of the store, providing it with programs and hardware to measure consumer behavior in all channels, and to know if the in-store actions and strategies are effective.
The transformation of physical retail
Consumers visit stores in city centers and shopping centers not only to buy, but, above all, to live experiences: seeing, touching and discovering products. Being able to ensure the right experience is essential to turn more visitors into customers, and to make sure they come back to buy in the store.
How do you combine the in-store experience with the customization and flexibility offered by e-commerce?
For now, around 90% of sales are still made in physical stores, especially if it is an important purchase.
Retailers can use technology to eliminate friction points in the customer journey, evaluate in-store promotions and optimize every commercial action thanks to the data obtained. The use of technology, however, is a very broad concept, which allows improving the shopping experience, communication with customers and facilitating the work of store staff.
Retailers compete with each other, both offline and online, and the digitization of the stores allows store owners to adapt to the passage of time, generating the solutions required by consumers. Industry trends tell us that personalization, cost savings and the use of technology are decisive factors for success.
The other side of digitization
Offering memorable experiences, integrating offline and online channels to make purchases without frictions and equipping the sales point with the technology needed to facilitate the entire customer purchasing process is the future of retail.
Despite this, the digitization of the commercial and the inversion of new and brilliant applications in the stores to attract customers does not make much sense, if you do not have access to the data collected and how the technologies have an impact on the results.
See if the number of potential customers has increased, how many visits there are daily inside the stores, if the campaigns and the timely promotions have had the desired result or if the time spent by your customers in the store is adequate for their expenditure: these are fundamental metric to have a clear idea about the results of our shop.
Using in-store analytics technologies, retailers can know their stores’ real weaknesses and correct them in time.