How do your stores match-up on the digital tool checklist? Our three main buckets
The retail innovators have been making big investments into new consumer experiences delivered at scale using digital tools. Stores are now becoming part of omnichannel in significant ways in some cases. New endless aisle product exploration screens are popping up. Interesting projects are now starting to hit the big flagships and new concepts stores. Where is your organization on this journey? We put together a checklist of what we see as the main buckets for features and capabilities that can be delivered. See where your business matches-up.
Today, walking into retail, people expect the ability to continue a shopping journey they began digitally. Or they expect to be able to begin one and finish it later. In any case, something fluid. The store is no longer the stage for the beginning, the middle and end of a shopping experience. It could be one part of it, or two or all three. But, no matter what part it plays – it needs to be prepared for each, seamlessly.
Digital tools are an essential part of that. They help customers find and explore relevant products quickly, and let them buy even quicker. They can interact with mobile phones – letting customers bring in and continue shopping journeys in real-time, or use them to finish shopping after leaving the store.
It’s not unlike what great salespeople do – but unlike them – it delivers that experience at a global scale across owned and partner locations, at all times.
Sure, we hear a lot of comments about how going digital for the sake of going digital is just adding clutter and noise to the experience. Fair enough, like with anything, there’s a right way and a wrong way to do it. See our thoughts about whether or not digital takeaways from a store be worth more than the actual sale of a product (here). Either way you look at it though, some digital tools are essential and unavoidable.
Digital tools are the backbone of the future store experiences There are three main categories to group them by. Let’s call them the basics, the best practices, and the next wave. They look something like this: