5 ways physical stores can become an extension of the mobile to create a winning experience

7 March 2023

The focus of retail is undoubtably on eCommerce, but we think that physical stores are just as important for brands. Here’s my take on how retailers can create a winning experience for their customers.

Research consistently shows that the blend of bricks & mortar and online remains the optimum model for brands and retailers to develop a meaningful relationship with increasingly unpredictable customers.

Research consistently shows that the blend of bricks & mortar and online remains the optimum model for brands and retailers to develop a meaningful relationship with increasingly unpredictable customers.

So, what role can physical stores play in helping brands and retailers to connect and nurture digitally led customers who expect tech-enhanced experiences, whilst supporting this seismic shift to digital? Here’s five suggestions:

  1. Learn from the grocers (who are always at the leading edge of innovation because of the highly competitive world they inhabit) and rethink your formats. It’s not just about adding services like click & collect, it’s about a fundamental shift in space planning that gives more airtime to products that consumers want to get closer to, talk about and experience. It’s about tapping into a sensorial agenda; some things still can’t be experienced online (yet).
  2. Think again about generating new loyalty strategies. Digital coupons and discounts are fine but it’s also great to reach out and reward loyal consumers with exclusive events and launches, bringing peer groups together, which in turn generates a social media story within the ideal demographic.
  3. The talent in the team in store is a key differentiator. Those brands and retailers that do it well always have ongoing technology training and performance programmes because they understand that tech enabled staff feel valued, invested in and can work with the shopper on any platform they chose to shop on whilst in store. A recent report from @Zebra Technologies found 59% of in-store shoppers have better experiences when staff use the latest technology.
  4. Pop-ups offer another great opportunity to interact with customers. A ‘drop’ that generates momentum, a geographic area where there is under representation or an MVP pilot trial for example. Creativity is key and can lead to plenty of sharing on social media which in turn will drive visits. Pop-ups are powerful tools that can be used to achieve maximum impact generating recall and brand awareness.
  5. In the physical space ease of payment and egress is as important for customers today as the initial reason for the visit. This key part of the customer journey experience is often secondary to the priorities around operational modelling, but things are changing fast for brands and retailers who must adapt to a smartphone friendly mindset. An interesting challenge perhaps isn’t about creating a payment app but how can the brand or retailer make the moment more memorable when it also has to be so easy to ‘grab & go’?

Customers expect seamlessness and in the right place, at the right size, physical stores can create a deeper connection with customers and drive consideration. It’s an opportunity for brands and retailers to reframe store propositions. I’d start with a deep dive into ideal customer journeys.

Michael Heanue