You only have one chance to make a first impression – the phrase is true for personal interactions, of course, but also for the relationship between you and your consumers. In an omni-channel retail environment, it is important to strategically consider every aspect of the buyer journey, creating a shopping experience that is consistent (and enjoyable!) across every channel. You want to get it right the first time.
Throughout history we’ve seen plenty of blockbuster rivalries in business that have changed the course of various industries. Over the past decade, the clash of the eCommerce and brick & mortar “dynasties” to gain consumer interest has certainly been one for the record books. However, while some rivalries may never be settled, we’re beginning to see eCommerce and physical stores come together for the sake of their common interest: customer engagement. While newly crowned “digital stores” are testing and implementing different types of technologies in the store, their overarching goal is the same: to revolutionize the in-store experience through digital means.
Once upon a time, the store made it a point to know all their customers, what they liked, what they didn’t, and perhaps even knew some of their birthdays and important anniversaries. When a customer would enter the store, the actual owner of the shop would be there to greet the customer by name, ask about their family and see if they’ve enjoyed their last purchase. The shopping experience was highly personalized and relevant to each shopper's buying behavior.
The five senses can be powerful allies to any organisation, and especially true for brick-and-mortar retailers who have the unique opportunity to enlist all of the critical human senses – sound, touch, smell, taste and sight – to help turn a “window shopper” into a paying customer. For brick-and-mortar retailers, sight is by far the single most powerful and influential sense and much research has been devoted to this topic. But all the experts agree: having the right visuals in-store can make or break the sale.