Dive Brief:
- The vast majority, 88%, of retailers believe consumers love to browse stores, but only 69% of consumers agree, according to a survey of 1,100 consumers and 100 retailers released by Retail Systems Research and Jumpmind last week.
- Retailers overwhelmingly recognize that while most shopping experiences begin online, they end in-store. Most consumers want retailers to enable these journeys; 7 in 10 said they enjoy it when online and in-store experiences blend into one consistent journey.
- Enjoyment and speed are priorities for many shoppers. Nine in 10 consumers want stores to be more fun and easier to navigate, while nearly 7 in 10 want to get in and out of a store as quickly as possible.
Dive Insight:
Retailers have an opportunity to improve in-store CX and create seamless online to in-store shopping journeys by understanding customer needs and adding the corresponding services.
Retailers benefit from listening to their customers, according to Jill Standish, senior managing director and global retail lead at Accenture. The right analytics tools can help retailers properly tailor their layouts and services to meet customer needs.
Retailers also have a direct line to their customers through loyalty programs, which can power voice of the customer research.
“Loyalty and rewards programs can also be a source of insights and inspiration,” Standish told CX Dive in an email. “Listening to customers can lead to improvements in-store navigation and product discovery, making the shopping experience more engaging, welcoming and fun.”
While individual stores will have certain unique needs, some experiences are proving to be positive across multiple major retailers.
Most best-in-class retailers have refined curbside pickup options to be faster and more efficient, according to Kassi Socha, director analyst of marketing at Gartner. Shoppers at these retailers have the option of picking up items in-store as part of a larger trip or collecting items without leaving their cars when they are in a hurry.
Stores can look for other ways to draw in customers with innovative services that online experiences can’t match, according to Standish.
“Retailers need to think creatively and innovatively about what the future retail store can be, seeing it as not just a place to purchase products but a multipurpose destination that offers a range of different experiences,” Standish said.
Companies can make their in-store experiences fun by adding services that go beyond basic shopping enhancements. A cafe, for example, can encourage shoppers to stay and enjoy themselves while helping the store stand out from its competition.
