Shopping has evolved tremendously over the years – the thought of online shopping was not even fathomable just a decade or so ago. But it has become our reality today. And it has expanded beyond just shopping online; there are so many different ways to shop. You can make your purchases on your phone, via a website, by phone, or, the good ole’ fashioned way, in a store.
To think that walking into a store to shop is somewhat “old-fashioned” says a lot about how much our retail landscape has evolved and how much technology has advanced. While shopping in-store is not as convenient or trendy for some, it is not outdated. Retail stores are evolving into shopping experiences that online stores simply can’t compete with. Eighty-three percent of all retail purchases in the U.S. take place in brick-and-mortar stores, which is just one indicator of the retail industry’s growth. This year, the industry is projected to grow from $35.18 trillion to $50.86 trillion by 2030, representing a compound annual growth rate of 7.65%.
Considering retail shops are still a go-to shopping option, connecting to your in-store customers is key to keeping your doors open with a constant flow of customers coming and going. Brands that have a brick-and-mortar are always trying to figure out how they can create a product that not only will a customer want to purchase but are willing to drive to your shop to do so. Let’s face it: having a brick-and-mortar store can be daunting, considering that nearly 15,000 retail stores are projected to close this year after almost 2,000 stores announced their closing in January.
The reasons for these closures pose a serious threat to the industry: inflation, oversaturation of retail space, overlapping and competing concepts, shifts in consumer behavior, and increased competition. However, the main reason for these widespread store closures that Credico has learned from and leaned into combating is a disconnected, unrelatable in-store experience.
Customers who visit your store should have an experience that encourages them to make a purchase and return in the future. They are unlikely to travel across town, or even just down the street, for an in-store experience that is chaotic, unfriendly, and overpriced. We help our clients relate to their in-store customers in a way that makes them feel connected to your brand and excited to return again and again because their experience is connecting and relatable. There are several ways to do this that aren’t disingenuous or expensive.
Make your store feel like home away from home
Offer a comfortable places to sit. If it’s in your budget, offer refreshments. Create a clean and serene restroom experience as well. Play music or have an area dedicated to little shoppers, too. Consider all of the ways a shopping experience can provide comfort, fun, and connection.
Train your associates how to connect and relate to every in-store customer
Training your sales associates on how to engage with every person, even if they don’t know them, in a way that makes them feel like they are at home is training your associates on good interpersonal skills. Sales associates are your boots on the ground in every store, the first and last impression. Your in-store customers should feel like they are a seen, heard, and valued part of your brand. When sales associates learn, understand, and embody an unconditional sales relationship with every in-store customer, they are building relationships that last.
Create a sensory experience
From the smell of your store to the texture of your walls and counters, this sets your brand apart from others. Your store design should make walking in the store feel like stepping into another part of the world. Brands must create shopping environments that awaken every in-store customer’s senses and cause them to think or allow time to pass, taking their problems along with them.
Relating to your in-store customers is about leaving a lasting impression through genuine connections and a well-rounded shopping experience. Brick-and-mortar stores aren’t competing with online stores; instead, they are enhancing each customer’s shopping experience. The advantages of the in-store environment are all under your control, whether it’s a greeting at the door, the colors and design of your environment, or even NFC technology that connects directly to customer’s phones for an enhanced interaction. With some planning and training, your business can set itself above and beyond even the slickest of online shopping carts with something they can never offer: a tangible experience with real, caring people.