Digitizing Your Brick and Mortar: Where to Start

If you’re looking to bring digital into your brick and mortar, but don’t know where to start…. don’t worry, you’re not alone. With the ever-changing digital landscape and expectations of today’s always-on connected shoppers, retailers everywhere are facing the same challenge. So, where do you start?

The simplest answer is that in-store digital should be leveraged to solve a current problem. Today’s consumers are more informed than ever before and are mobile focused. They have higher retail experience expectations and demand personalization. Digital technology can come in a variety of forms to meet these needs, but without a clear objective, even the best technology can have low adoption by your staff and customers.

Digital can be a solution when you need to:

  • Reframe your customer’s experience – from neutral or negative to positive
  • Create an immersive environment – make your customer’s aware of their options
  • Empower your staff – reduce turnover and instill trust to your team
  • Integrate the technology systems and channels – connect the in-store experience to the pre and post store visits

Whether you are looking to bring in digital display screens, data capture technologies, mobile order and pay, digital check-in, interactive selling or simply wish to improve your customer’s in-store experience through their mobile device, bringing digital in-store does not have to be daunting. The first step is to determine what problem digital may help solve based on your needs and budget.

There is no digital “silver bullet.” First set your goal, then evaluate various digital technologies to find what’s best for you and your brand. Identify what you can learn from digital and develop a measurement plan.

And remember, “going digital” does not mean your traditional signage should be removed. A balance of the two can create an optimum in-store experience.

 

Written by: Dan Chiado, TPN Account Director

 

 

 

2013: The Year of Deal-Seeking

Google released its top-searched items of 2013, and Kohl’s, JCPenny and Nordstrom graced the top spots on the apparel brands and retailers list.  Following the top three included Forever 21, Old Navy and Macy’s.

What do these retailers have in common?  All were searched along with terms that indicated shoppers were looking for a deal or price reduction.  For example, Nordstrom shoppers were most likely looking for Nordstrom Rack in their searches.

But this trend of looking for good deals is not exclusive to online retailers.  Shoppers are also more likely to negotiate prices in-store, thanks to multiple resources.

Brick and mortar shoppers now have an arsenal of never-ending resources in the form of smartphones.  Price-checking in-store, or showrooming, has quickly become the norm, and retailers have had no choice but to find creative ways to fight back and ensure in-store sales remain strong.

Best Buy is one of those retailers and is offering a price-match guarantee this year.  What does this mean?  Customers can bargain.  Prices are no longer set in stone.  If a shopper finds a cheaper price online, Best Buy will work with them to keep that sale in-store.

The future of retail is changing rapidly and with each new technological advancement, shoppers get smarter about what they are willing to pay for products and services.  Brands and retailers will also have to continue to get smarter, adopting new technologies and policies that will ensure both in-store and online channels thrive.