Human interaction provided by sales staff in offline stores helps in conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 28, 2022, 4:02 AM GMT+0

Digitalised retail stores with apps and websites can blend in-store and online consumer experiences (CXs).

With more retail stores adopting services like same-day order fulfilment, curb-side pickup, VR shopping, and more, brick-and-mortar stores can transform customer’s in-store experiences. While ecommerce provides convenience, many consumers prefer the immediate gratification afforded by retail stores as there is no wait time for delivery.

Brick-and-mortar stores allow customers to touch and feel products before purchasing. Further, store associates in brick-and-mortar stores engage consumers while providing a human touch, which isn’t possible with ecommerce.

Moreover, brands can leverage digital channels and technology like buy online, pickup in-store (BOPIS), augmented reality and more to drive sales and boost CX. The article states retail stores can offer consumers innovative value experiences that can’t be matched by ecommerce.

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