The popularity of online shopping has made it a necessity for retailers to achieve a synergy between their physical and digital retail options. The modern consumer demands a shopping journey that seamlessly integrates both online and in-store interactions, and businesses that live up to these expectations stand to benefit greatly.
With the right fusion of technology, convenience, and personalization, a click-and-brick or omnichannel operation can empower businesses to meet their customers’ demands, consequently elevating their brand and creating for them a competitive edge in the fast-paced world of retail.
Are you perhaps aiming to offer customers a more cohesive experience as they utilize your digital and physical storefronts? Here are some effective tips that will help your click-and-brick enterprise achieve this specific goal.
Tips to combine physical and digital retail strategies
1) Online-to-Offline (O2O) Coupons
One particularly effective strategy to bridge the gap between your online and physical stores, and therefore achieve seamless customer experience in the digital age, is to offer online-to-offline (O2O) coupons. This involves providing online customers with exclusive discounts and coupons that they can easily redeem in your physical stores.
Effectively implementing this strategy requires a few tools. First, you must have a well-integrated system that allows customers to receive digital coupons online. Next, you should also have a point of sale (POS) terminal that is capable of scanning the said coupon in your physical store. Perhaps the coupon can have an element like a QR code that can be read by a device like the Maya Terminal, a handheld payment device designed by the Philippines’ Maya Business. Your business’s O2O coupon should be easy to scan, user-friendly, and accessible through your website or mobile app.
Market the coupons using digital platforms like your website, email newsletters, and social media, and actively encourage customers to visit your physical locations on top of buying from you online. Harmonizing these channels will allow you to drive online sales, encourage in-store visits, and ultimately create a seamless click-and-brick operation that benefits both your online and physical retail presence.
2) Virtual Try-On and In-Store Fitting Rooms
Another innovative way to blend the digital and physical shopping experiences is to implement virtual try-on tools and in-store fitting rooms. This means giving your customers the option to virtually try on clothing or accessories on your website. Offering this service typically necessitates the use of augmented reality or 3D modeling, which will then allow customers to visualize how the products will look on them.
If a customer has used the virtual try-on feature online and is uncertain about their choice, provide them with the option to schedule an in-store fitting session. This is where your physical store comes into play. Use the space so that customers can come in to try on the items they liked on your website and seek the assistance of knowledgeable in-store staff, if needed.
The key to success in using this strategy is seamless communication between your digital and physical channels. Ensure that the customer information and preferences collected online are readily available on the in-store POS system and vice versa. This way, your customers can continue their shopping journey smoothly, whether it begins online or in your physical store.
3) Reserve Online, Try In-Store
In addition, consider rolling out a “Reserve Online, Try In-Store” strategy. This measure highlights how your brand’s online and offline strategies work together and makes your customers feel that they’re getting a more unified service no matter what retail channel they use. This strategy is particularly well-matched to customers who have the convenience of online browsing, but want to experience the products in person before making a final purchase decision.
Begin by allowing customers to reserve items they are interested in online. This reservation system should be easy to use and integrated with your website or mobile app. If the system can be integrated with your POS system or viewed in a POS terminal Philippines-based businesses typically use, then that can help ensure everyone in your team is on the same page.
Once a customer has reserved an item, you’ll want to ensure that the product is available for them to try in-store. Employ a real-time inventory system that synchronizes data between your online platform and physical stores. This way, customers can confidently walk into your store knowing the product they reserved is in stock.
To make the most of this strategy, promote it on your website and social media channels to encourage customers to explore products both online and in-store seamlessly. Allowing your customers to reserve online and try in-store enhances their purchasing experience and encourages more in-store visits, potentially leading to higher sales.
4) Appointment Scheduling
It’s also an option to utilize an appointment scheduling service to enhance customer shopping experiences and make them even more personalized. This strategy involves allowing customers to book appointments for in-store consultations, personal shopping assistance, or product demonstrations through your online platform.
To make the best of this strategy, you must have an appointment scheduling system integrated into your website and mobile app. Ensure that customers can easily select their preferred date and time and the type of service they require using this system. This way, they can receive tailored assistance when they visit your physical store. Then, send email or SMS notifications to confirm appointments and offer reminders.
Do also integrate this digital scheduling system with your physical stores. Your staff members must be adequately prepared to provide a high level of personalized service when customers arrive for their appointments.
Invest on innovations to integrate your channels
The suggestions above—several of which are already practiced by leading brick-and-click retailers—prove that it’s possible to synergize operations between your physical and online channels. Invest in these innovations to improve your business’s operational efficiency and adaptability and keep it relevant in an ever-evolving retail landscape.
