The Future of In Store Experience
The rise of the connected shopper has permanently altered the shopping experience.
Online shopping has transformed consumer purchasing behaviour, giving rise to cross-channel shopping and far higher service level expectation, yet the in store experience has altered remarkably little since the early days of the shopkeeper.
How are YOU being served…?
So, what’s all this about then?
If you’re anything like me, you increasingly lean towards the internet when considering a new purchase. Everything from technology to books, garden equipment, holidays, games, toys, beauty products, presents… You name it, the web is almost always the best place to start.
Nothing groundbreaking or shocking about that, right?
What is surprising however, is the complete disconnect between the increasingly personal and tailored shopping experience we enjoy online and the impersonal, neolithic shopping experience on the highstreet.
Where brands are getting to know me better and better online, in turn providing me with a more tailored, personal service, recommendations and rewards, the same brands present a completely different approach to me when I come across them in the highstreet.
Gone is the personal welcome, the recommendations and the knowledge of my purchase history, and in its place appears to be total and complete indifference. They don’t know who I am, nor do they appear to care.
Clearly something is wrong, and something needs to be done to fix this ever growing chasm in customer service.
Here’s my take on it all, via the wonders of Slideshare:
(tip: for the best viewing experience, click to expand to fullscreen)
Since creating this Slideshare deck, iBeacon is becoming ever more popular and looks to be one of the main technologies that will help bridge the technology gap between online and bricks & mortar shopping. This is being accelerated by Apple’s recent announcement that it is integrating iBeacon into all it’s retail spaces. If you’re not familiar with iBeacon, take a look at this post or this company)
Got something to add? Agree/disagree with anything I said? Please feel free to share your thoughts in the comments below.