Create a practical experience by combining digital and physical
Top 6 in-store practices transforming customer experience, Part 2 of 6
Integrating online/offline experiences
Integrating an online/offline experience in-store allows customers to utilise their digital devices for a better customer experience (CX). It bridges the gap between online e-commerce platforms and the physical experience by removing any disconnection and allowing technology to find in-store solutions.
Why integrate online/offline experiences?
The use of technology by customers in preparation for visiting a physical retail outlet has become increasingly prevalent. Studies on customers’ behaviour in-store highlighted the following:
- Growth in mobile device usage within the store
- 50% of customers who used search before shopping looked for details about the store itself, such as locations or proximity1, and
- 43% of shoppers who used their phones in stores over the holidays did so to look for deals or savings2.
Integrating an online/offline experience allows you to take these issues into your own hands. You can find a solution to these problems and give your customers the best in-store experience possible.
Walmart
Walmart is a multinational retail business that runs a chain of hypermarkets, discount department stores, and grocery stores in the United States. The company’s in-app store assistance enables customers to use their smartphones to optimize their in-store interaction. By doing so, Walmart can highlight the challenges its customers experience and find solutions to these issues.3
The company found the three main challenges that customers face in-store, and came up with digital-solutions to address them:
- Navigating In-store
Walmart is creating a map unique to each of its 4700 individual stores, allowing customers to locate items down to the aisle and shelf area. This solution creates a seamless and less stressful experience for the customer.
- Bringing physical shopping lists
80% of Walmart customers create a shopping list before visiting the store. Building a list within the Walmart app takes this traditional activity to the next level. Customers can check if products are in stock, calculate the total cart price (inclusive of tax), as well as locate these items in the Walmart store.
- Finding store information
The app makes finding information about the stores easier for all customers. Examples include information regarding the availability of in-store departments (such as a photo center or an auto care center), department hours, and contact numbers.
How can you integrate online/offline experiences?
Creating a platform integrating the online/offline experience will give customers all the tools they need to prepare for their trip. Here is a list of things your platform should address.
- Ensure that all store information is online and up-to-date
- Provide information on stock and product availability
- Help customers identify location of product in store
- Price transparent
- Allow customers to book appointments with experts
- Establish a connection to the e-commerce platform
Check out Part 3 of our series on how to optimise your customer’s Point of Sale experience for a seamless checkout process.
End Note
1Google, Shopping detail search statistics – think with google, Google. [Online]. Available: https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/shopping-search-detail-statistics/. [Accessed: 10-December-2021].
2Google, In-store shopping behavior statistics – think with google, Google. [Online] Available: https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/mobile-store-shopping-08/. [Accessed: 10-December-2021].
3Eckert, D.(2018, February 8). Your shopping trip just got easier with this new store assistant. Walmart. [Online] Available: https://corporate.walmart.com/newsroom/innovation/20180208/your-shopping-trip-just-got-easier-with-this-new-store-assistant. [Accessed: 10-December-2021].