Changing consumer shopping behaviors, and a huge increase in online sales, forced retailers and brands to invest significantly in digital in-store capabilities in 2021. However, this year, the index reveals that retailers and brands are pulling back on in-store experiences and digital store tools.
Many organizations have shifted focus back to optimizing the digital channel, tackling inventory issues, and of course, dealing with staffing shortages.
In-person experiences are more important than ever as people re-enter physical stores: only 19% of Americans agree that virtual interactions with people and places can be as good as being there in person*. 35% of shoppers like it when retailers and brands contact them while out shopping (e.g., promotion happening right now)**.
* GfK Consumer Life
| ** GfK FutureBuy
As retailers and brands aim to offer more convenient and safer in-store shopping experiences, self-checkout is slightly on the rise. With high BNPL adoption online, we’re keeping a close eye on how BNPL enters the store checkout space.
In a true omnichannel world, store associates have easy access to product information and customer data – bonus points if they have access to the information via a mobile device so they can assist and engage shoppers on the floor. In addition, retailers and brands should empower store associates with the tools and proper training to capture key data in order to provide personalized experiences that drive repeat traffic and loyalty.
You dedicate time, resources, and budget toward delivering the best customer experience possible. But, are you truly meeting customer expectations? How do you compare to your competition? See how you perform against the Omnichannel Retail Index to help prioritize your digital roadmap and make smarter investment decisions.