Personalization in Retail
Shoppers, especially younger ones, increasingly do not differentiate between online and offline channels. Rather, they think only about the fact that they’re engaging with a brand. Whether that engagement is in the digital realm, the physical realm, or more and more often, some combination, is less important to them. These shoppers want and expect a brand to know who they are as they move from online to offline and back.
The New Normal Retail and the Need for BOPIS (Buy Online, Pickup in Store)
Physical retail has taken quite the hit in the age of digital transformation. Prior to the pandemic, stores were challenged to provide a better experience–more engaging and service-oriented than what shoppers can get online. In recognition of the relationship-building opportunity afforded by retail, many brands have transitioned to counting retail as a cost of customer acquisition rather than a cost of product distribution.
Why Progressive Web Apps Will Be the Future of Omnichannel Retail
According to research by Google, 90 percent of customers who use multiple devices (laptop, desktop, mobile, etc.) will, on average, switch between three screens to complete a task. And this multichannel behavior is not limited to the online realm: 45 percent of in-store shoppers expect sales associates to be knowledgeable about online-only products. As a merchant, you need to be everywhere.
How to Remove Friction in Your Customer Experience
Seemingly minor enhancements in your customer experience can have a considerable impact on your conversion rate and lead to sizable revenue growth. For example, tweaking the size, placement or behavior of the ‘Add to Cart’ button can affect conversions significantly. So if you have issues in your purchase funnel that you’re unaware of, you’ll have a difficult time converting visitors regardless of how enticing your marketing campaigns and products are.