Traffic to physical retail stores has dropped considerably since 2010, but that hasn’t convinced retailers to give up on in-person selling. Instead, these changes are prompting wholesale innovation throughout the industry, all of it geared toward building better customer experiences.
As Digital Signage Today points out, total retail in-store traffic is down 64 percent since 2010. But those figures could be poised for a bounce-back thanks to new strategic measures brands are taking to equip brick-and-mortar stores with digital features and engaging experiences.
The ultimate goal is to infuse retail locations with “experiential customer engagement” features. Retailers often like to mimic the success of other brands, and that’s quickly producing some best practices that most brands recognize as key to in-store success.
Many of this innovation remains in-progress, as brands work harder than ever to uncover new strategies for success. But assisted selling has already emerged as a cornerstone of improving the customer experience.
Designing A CX Nerve-Center
The physical retail space is evolving fast. Brands are implementing rapid prototyping to build and test mobile products that will increase customer engagement. Development cycles are quick and iterative to speed up improvements and get these products on the market.
Brick-and-mortar stores are changing fast. But this change is all for nothing if retailers don’t have a way to manage this new experience. The right infrastructure is key, and it will need to be built on mobile, too. Increasingly, assisted selling technology is being seen as the centerpiece to strong customer experience strategies.
Assisted selling technology makes sense as a foundational technology because of its intersection between the mobile experience, physical store associates, and customers engaging with both. A mobile interface provided through an assisted selling solution can be used to keep tabs on various mobile touchpoints, checking inventories in real-time while getting updates from smart dressing rooms, for example.
To uplift the rest of the mobile experience, it’s important for retailers to integrate various digital features in stores with an assisted selling solution, turning it into a nerve-center wielded by in-store associates. Retailers have the right ideas in mind to transform their in-store experience, but how they manage that new experience could ultimately determine their successes.
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