Consumers are more saturated with advertising than ever before. In a sense, that’s the challenge of e-commerce in particular: The virtual space can accommodate every brand, regardless of size and location. It’s a buyer-friendly environment where one brand’s shortcomings can be alleviated by hopping over to their competitor’s site.
Competition will exist through any retail channel, but in-store experiences are slightly more insulated to this risk. Mobile devices may have enabled retail brands to literally infiltrate competitors’ store walls and entice shoppers through larger inventory, lower prices and other attractions, but an opportunity exists to maintain consumer attentions and block out those distractions by targeting their full range of senses.
Retailers are finding that innovative selling strategies, outfitted with emerging in-store technology, can create a more engaging experience that drowns out diversions and keeps customers locked in to their brand. Here are a few of those leading strategies.
A pop-up shop might seem like a low-tech strategy to building a unique experience, but a variety of tech integrations can complement this fun approach and target several brand goals in the process.
For one, customers can post to social media about their experience, and pop-up technology can deliver custom content to users within a close vicinity of the location. Inside the shop, an innovative, high-tech environment can deliver a new shopping experience to users, along with assorted shopping perks, such as promotional offers or even the early release of anticipated new products, according to NPR.
Perhaps most importantly, pop-up shops can be easily set up and run through mobile tools, including mPOS technology, checkout kiosks, and even tablets set up to facilitate online orders from customers visiting the store.
Because the space is a limited-time opportunity, customers will be even more engaged and eager to experience the retailer’s offerings.
Providing A Mobile Point-Of-Sale
Mobile point-of-sales tools can simplify the checkout process, empowering sales associates with faster, sleeker checkout tools than conventional cash registers and long checkout lines. Consumer appreciate the ease, and these can lower operating costs for some brands, which can spill over into the prices of in-store products. Mobile POS solutions can also make it easier to gather customer data, enroll them for newsletters and emailed coupon offers, and ultimately build a stronger relationship.
Location-Specific App Features
For retailers that have a mobile app in place, location-specific features can be a nice wrinkle that addresses several consumer needs. Brands can provide sales floor maps through a mobile app linked to a store, and location-specific promotions and offers can be delivered to customers, creating an extra incentive to visit in-person.
Compared to the convenience of online retail, in-store shoppers sometimes find sales associates to be uninformed, obnoxious, or both. The problem isn’t with the associate themselves — rather, a lack of information makes them less convenient sources of help than the smartphones in those customers’ pockets.
An assisted selling tool remedies much of these problems, giving associates one-touch solutions to a number of consumer problems, and with better speed and ease than they’ll get from seeking out the answer on their own.
And, when customers choose an assisted seller over their own mobile Web browser, retailers gain a critical advantage: They keep that shopper from discovering a competing brand’s offerings, and taking their business elsewhere.
To maintain consumer interest, brick-and-mortar shops must engage senses and address needs directly. The traditional in-store experience couldn’t always do that, but technology is quickly solving that problem.
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