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Retailers must undergo a transformation to succeed: BRP

04
Nov '19
Pic: Shutterstock
Pic: Shutterstock
The growth of digital–both online and mobile–is driving the demand for increased digital capabilities bundled with personalisation in the store and retailers must undergo a transformation through ‘a true unified commerce approach’ to succeed in today’s demanding environment, according to a report by US retail management consulting firm BRP.

This approach should deliver the convergence of the digital and physical shopping environments to create a holistic customer shopping experience that meets an individual consumer’s multiple shopping personas.

“Customers want the sensory experience and ability to personally interact with a knowledgeable associate generally available in the physical world, married with the unique and personalized shopping experience common in the digital world,” said Perry Kramer, senior vice president at BRP.

Successful retailers understand that the customer wants the ability to shop in multiple ways depending on their time constraints and current needs on each occasion they engage. Retailers are seeking to build brand loyalty by enabling a personalised unified commerce experience that enables the customer to engage in multiple personas depending on their needs at that time, says the report.

The store is not dying and enhancing the customer experience continues to be critical for retail success. Consumers love the theatre of shopping, which is why many pure-play online retailers are opening brick-and-mortar stores and traditional store concepts continue to transform. The in-store experience is paramount for apparel and other products that consumers want to touch, feel, demo or try on.

However, customers want the digital benefits of personalisation via suggested selling, customised offers, and self-checkout/self-scanning for the times when they do not feel the need to engage. When retailers can combine the digital and physical environments such as offering proximity-triggered mobile coupons or self-checkout through a mobile app, customers reward retailers with their loyalty to the brand.

Fibre2Fashion News Desk (DS)


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