In-store experiences to drive traffic and sales

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Higor Torchia | Country Manager EMEA | Vend | mail me |


Competition in the retail industry is fiercer than ever. To stay competitive, you need to give customers compelling reasons to come in to your store and shop.

Sales Team

Have your sales team act more as consultants, experts, or friends rather than ‘salespeople’.

TIME article said it best: the retail worker of the future is ‘cool, charismatic, and better paid.

It’s good to have the in-store technology and other bells and whistles, but don’t lose sight of the fact that your front-line employees are the biggest and most important creators of the in-store experience.

Any retailer that wants to stay competitive needs to step up their game when it comes to staff hiring and development. You also need to train them to relate better to shoppers.

Product experience

Let guests have some hands-on fun. Are you allowing your customers to experience your products or are those items just sitting inside boxes on a shelf?

If it’s the latter, then it’s high time to mix things up. Figure out how you can present your merchandise in unique and experiential ways.

Synchronise physical and digital

Make sure your physical and digital stores work together. If you have an online store, see to it that your ecommerce site works hand in hand with your physical location(s).

Remember, modern consumers are using multiple channels and devices in their shopping journeys. Aside from shopping in-store, they’re using their phones, computers, and tablets to research and buy products.

Checkout

Redefine the checkout experience. Long lines at checkout are big a turn-off and can result in customers abandoning their purchases.

Don’t let long lines affect your bottom line. If you’re dealing with lengthy queues at checkout, take immediate steps to speed things up.

To make things even easier, consider using an iPad as your POS. Another benefit of using an iPad is that it lets you untether the checkout process. Rather than being stuck behind the cash wrap, you can quickly take the checkout process to the customer and ring up sales from anywhere in the store.

Retailtainment

‘Retailtainment’, as the name suggests, is the fusion of retail and entertainment — an effort on the part of retailers to provide customers with fun, unique experiences that elevate shopping above anything it’s previously been. And it’s becoming increasingly popular.

What kind of retailtainment should you offer? That depends on your store and customers. In some cases, bringing in celebrities or industry professionals could do the trick.

Sense of community

If it makes sense for your business and customers, find ways to bring people together in your store. Invite customers and community members to events where they can learn new things, interact with like-minded individuals, or simply get a break from staring at their computer or phone all day.

Do note that building a community isn’t just about holding events. Community building requires cultivating real relationships with customers and communicating with them on a regular basis.

Immersive experiences

Want your store to attract shoppers and make a long-lasting impression? Create a store environment that envelops customers and grabs their full attention.

Commit to reinventing the in-store experience. Do your research.

Will it be easy?

Not likely. But doing so is critical if you want to thrive in the months and years to come.


 

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