Digital transformation is about transforming experiences, not just channels.
There is something about shopping that goes beyond the rational mind. Sometimes, human beings cease to reason when it comes to shopping. Shopping is entwined with our identities, our traditions, our personalities, our backgrounds, and our patriotism. We are no longer just human beings; our consumerism picks up on our identity and becomes part of who we are.
In this article, we will explore best practices through which retailers can become experience-led businesses and create experiences that customers will want.
Omnichannel is the use of multiple channels to sell products and services. A retailer cannot just focus solely on one channel to provide products or services. Attempting to pinpoint the customer mindset could be the most challenging part of sales. Many retailers have turned their websites into digital showrooms designed to attract customers into their stores, where a customer can start digitally and end at a physical location.
Devices don’t buy products; people do. If this is the case, marketers must shift from selling products to selling experiences.
Trying to aim for conversion with every interaction is the key. Closely monitoring customer behavior could prove to be very helpful as well. For example, if a customer purchases an oven today, possible future selling points could be oven cleaner, baking utensils, or even a baking cookbook.
Giving effortless experiences to customers isn’t just about connecting customers with their purchases, it is also about simplifying their buying decisions. This means companies must make it easy for customers to get what they want, when they want, and where they want it. Improperly placed products can impact in-store sales. Choosing the right kind of products to display at the right location is important.
Putting shoppers at the center of everything with an experience-first strategy will help retailers keep their customers, simply by giving them what they want—an amazing experience with unexpected value. Adopting an experience-first approach means that retailers no longer offer products in a vacuum, but create story-driven, in-store contexts that emotionally resonate with their customers.
Download Whitepaper on Transforming Experiences In the Digital Age