Digitisation plays an integral part in our daily practice. It is irreplaceable — we use it to stay connected with friends and colleagues, plan staycations, purchase items during sales days and even get a coffee fix. Truth be told, digitisation leaves no doubt as to why e-commerce has such a strong hold in the retail industry.

Despite this shift to digital, the COVID-19 pandemic highlighted that there’s one vital part that cannot be replaced online – the human touch. After living in lockdowns and restricted movement orders, people crave social interactions. We appreciate the freedom of going around that much more. The simple pleasures of walking in and out of stores and trying out items is a retail therapy that is exclusive – its physical experience is unique and inimitable.

How can you, as a retailer, elevate your customer’s in-store experience?

In this series, we discuss the top six best practices for transforming in-store customer experiences. Since the presence of brick-and-mortar stores is still vital in building your retail business, implementing some if not all of these ideas will help deliver practical and memorable experiences. We have split these best practices into two distinct categories, viz.,

• Creating a practical experience
• Creating a memorable experience

Achieving a balance between them is integral to ensure an outstanding customer experience.

Creating a practical experience

Practicality is critical in influencing your customer’s interaction with your store and products. Establish a customer journey that requires minimal effort when making a purchase. Help your customers stay well informed about the product while they decide, and ensure that they can continue their interaction with the store post-purchase.

The three best practices transforming the practicality of in-store experiences are:

1. Product education

Educating customers about your products helps both new and existing customers understand them better. Customers will learn how to use the products effectively and integrate them into their lives.

2. Integrating an online/offline experience

This practice helps you bridge the gap between online e-commerce platforms and in-store physical shopping experiences. By utilising their digital devices, customers can prepare for their trip better and find solutions in the store with the help of technology.

3. Enhanced Point of Sale (POS)

Optimising the POS experience helps reduce in-store waiting time, allowing customers to enjoy a seamless checkout process.

Creating a memorable experience

An aspect that differentiates the online and offline experiences of your store is the interaction customers have with the product range and the variety of design elements and activities present in-store. The ability to communicate with other customers and your employees also makes a difference to the shopping experience.

Here are three features companies like yours should implement to give customers a memorable experience:

4. Social media integration

Social media is a platform with which you can form deeper connections with your customers. It is an essential part of the customer experience. When done right, social media integration can encourage repurchases and loyalty.

5. Building a community

Building a community encourages interactions between your brand, employees and customers. This helps you to establish connections further and maintain relevance with your customers.

6. Personalisation

Customers feel important and valued if the services offered are tailored specifically for them. Doing so allows you to connect with your customers on a personal level and build brand loyalty.