The way we shop (and the way we sell) has changed dramatically in recent years as we all become more familiar with the new channels that are literally at our fingertips. As more of us browse and shop at home or on our mobiles, as well as in-store, it has become imperative for retailers to respond to new behaviours, resulting in a race across the high street to integrate the latest technologies and services.

In a week when Europe’s retail world comes together to discuss current trends at the annual RBTE and RDE events in London, many will be reflecting on how different our shopping experiences have become in recent times.

The high street is an exciting place to be in 2015 as we see the offline and online worlds finally converging. Technologies such as transactional kiosks and iPads are becoming more commonplace as retailers see the benefits from selling online stock to customers within the bricks and mortar environment.

This coming together of online and offline shopping experiences has proven successful for those embracing multi-channel technology. Although many are still slow to adopt these technologies, others are already preparing themselves for future consumer demands with the likes of virtual changing rooms, mirrored glass kiosks and interactive mirrors which display information about the garment the customer is trying on.

Although exciting for the bigger players, smaller retailers won’t be adopting these technologies just yet. Instead, many are still taking steps to become as digitally connected as they can be; providing great shopping experiences in store as well as across desktop, mobile and tablet.

Customers are on the lookout for shopping experiences that are both convenient and engaging. So how can retailers who haven’t yet taken any steps towards creating digital experiences for customers, go about making a start?

1. Get mobile ready

Before doing anything else, a retailer should ensure their website is mobile friendly. This means that the website will work and look different on a mobile device to make it more user-compatible. It’s surprising just how many retailers still haven’t taken the steps to make shopping on mobiles straightforward given that mobile commerce accounted for 37% of online retail sales, and 8.9% of total retail sales last year.

2. Build your first app

Having optimised the eCommerce platform for web browsing across mobile, retailers should next consider developing an app. Apps not only offer the customer a fantastic user experience, providing them with a seamless journey as they move around online or in-store, but the data retailers can gather allows them to get closer to their customers. Apps are also proven to increase average order value and encourage repeat business.

3. Bring online and offline together

If sales assistants in-store can’t currently access information about what is in stock online or elsewhere in another store, then this should be addressed. Customers now expect retailers to provide a solution if the item they’re looking for in-store isn’t available. There are tools available to combat this issue and bring every channel together in one place – meaning there’s always another option for the shopper.

4. Increase engagement

By integrating online and offline, retailers can gather data to provide seamless customer journeys. With an app up and running, retailers can begin to introduce push notifications, which compliment a generic CRM strategy, and also use iBeacons to communicate to shoppers when they enter the store. This additional level of interaction can be the difference between a customer turning around and leaving or staying to take advantage of the offers available to them.

 

By Damian Hanson, CEO at One iota. 

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