Drapers, a source for the latest fashion and retail news and trends held a webinar last week titled, "Reinventing the In-Store Experience: Blurring the lines between bricks and clicks." As more business continues to be conducted online it was an interesting topic. Below are highlights from the conversation.
THE PANEL & ABSTRACT
With today’s retailing environment more competitive than ever before, savvy UK fashion brands and retailers are using digital to win high street relevance over online-only competition, by delivering ultra-modern shopper journeys in their stores. The panel consisted of: Jamie Merrick, Director of Strategic Solutions at Salesforce. Dave Abbott, Retail Omni-Channel Manager at Dune London. Filippo Battaini, Research Associate at Fung Global Retail & Tech. James Knowles, Head of Commercial Projects at Drapers.
From left: Jamie Merrick, Dave Abbott, Filippo Battaini, and host James Knowles.
THE KEY TAKEAWAYS
- The in-store experience should mirror the digital experience. If a service is easy and seamless online it should be the same in-store.
- If your products are difficult to sell online, like men's suits, you may need to increase the level of in-store service so customers are attracted not only by your product offering but also by an appealing experience.
- Embrace technology in order to continue improving the service you provide your customers. New technology commonly requires trial and error before you can extract the most benefits.
- Make sure your current systems are seamlessly integrated into your brand across all platforms before introducing anything new.
- Remember that if it's not improving the experience for the customer there's no need to add new technology.
This is a nice post, it is also important to remember that mobile apps should help our in-store experience and online marketing efforts. Thanks for sharing!
ReplyDeleteJorge.
Jorge is most wise :)
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