Most consumers aren’t in the habit of shopping in stores they dislike -- and who could blame them? After all, a store visit requires them to leave their homes, sit in traffic, and physically search for the products that they want. Why would they go to the effort that traditional shopping requires if they know that the employees they meet will be rude, the store layout confusing, and the overall experience frustrating?
The truth of the matter is that if your customers find their time in-store underwhelming, the quality of your product won’t matter. They will go elsewhere -- and in the digital age, “elsewhere” usually means “online.”
Online shopping has ushered in an entirely new definition for consumer convenience in retail. Digital experiences are painstakingly personalized; as one writer for the 2019 Store Experience Study describes, “Since the rise of the Internet, retailers have done an exemplary job of making their customers feel like royalty each and every time they were engaged online. Retailers made it easy to find items (which were always in stock), knew their purchase history, knew their likes and dislikes, and made suggestions for complementary or supplementary products.”
The cherry on top, of course, is that once a customer swipes, clicks, and taps their way through the ordering process, they can expect their chosen product to arrive at their doorstep within a few short days.
When faced with that degree of convenience, how can traditional brick-and-mortar retailers compete? Younger consumers have already enthusiastically taken to online shopping; according to statistics from Kinsta, roughly 67% of millennials and 56% of Gen X’ers prefer buying online to browsing a physical store.
While online shopping might have claimed top marks for convenience, brick-and-mortar stores are on the verge of reclaiming customers on the basis of shopping experience. If retailers can prove to their consumers that an hour-long store visit is an entertaining diversion, rather than a chore, they may have the chance to redefine consumer expectations for in-person shopping and revitalize the brick-and-mortar landscape.
This shift is already underway. According to the Store Experience Study mentioned above, retailers have begun focusing on personalizing customer experience (51%), empowering store associates to provide better service (48%), and rethinking the design of the in-store customer journey (31%) -- all to boost consumers’ interest in in-store shopping. This new strategic focus has likely contributed to the recent uptick of brick-and-mortar performance. As of 2018, retail sales had risen nearly 6% since the year before, and roughly 3,600 net new stores had opened their doors.
The answer is clear: retailers need to recast the shopping experience as a form of convenient entertainment, rather than a digitally-avoidable trip. Below, I’ve listed a few ways to do so.
Rethink the Purpose of a Shopping Trip
When consumers visit stores in the future, they should come out of interest -- not necessity. Retailers need to incorporate entertainment and engagement elements into their customer journey designs.
Consider J.C. Penney’s recent redesign of a store in Hurst, Texas, as an example. Described by the company’s leaders as “experiential at its core,” the redesign incorporates service offerings into its lifestyle brand. Now, customers can not only purchase makeup in the beauty section but also undergo a workshop on how to achieve model-perfect looks while in-store. Similarly, the store has begun offering fitness classes alongside their activewear brands.
The department store also recently launched a partnership with Pinterest to help shoppers better explore the store’s offerings during a home decor refresh. Using J.C. Penney’s in-store tool, shoppers can answer a few simple questions and see a curated Pinterest board that lists J.C. Penney products suited to their needs and tastes.
It is too early to know if this revolutionary approach to experiential shopping will pay off. If it does, however, J.C. Penney may have created an innovative blueprint for future department stores.
Meld Digital Convenience With In-Store Experience
Brick and mortar stores may not be defined by technology, but they can certainly benefit from it. By weaving technology into their in-store experiential strategy, traditional retailers can provide the same convenience that e-retailers pride themselves on offering. With an app, for example, retailers could theoretically allow consumers to schedule a fast pickup, repay online, check to see if a given item is in stock, or even access exclusive digital coupons. Such a strategy would make in-store shopping nearly as quick and convenient as online shopping -- if not more so, given that consumers don’t need to wait for their item to be delivered.
In recent years, it has become increasingly clear that the digital age won’t spell the end for traditional retail. Instead, it will challenge brick-and-mortar stores to reinvent the in-person shopping experience to be more engaging, entertaining, and convenient than ever before.