Online shopping isn’t new by any means, but the EY Future Consumer Index, which has surveyed thousands of consumers since the Covid-19 pandemic began, discovered that 43% of U.S. consumers now shop more often online than in brick-and-mortar stores. All signs point to a new normal for consumers, who are realizing that as long as internet is available, geographical location isn’t necessarily a factor when it comes to getting products in their hands. The question now is, how do retail businesses best position themselves to adapt to a future that possibly favors online shopping and ever-evolving customer experience expectations? Read on for ways that you can best position your retail business for hybrid shopping.
Play to the Strengths of In-Store Shopping
In-person shopping has some advantages over online shopping, and if you want to remain competitive among exclusively online retailers, you’ll need to leverage those strong points. For example, when customers engage in in-store shopping, they don’t need to worry about shipping costs and time. Currently, this can be especially advantageous to brick-and-mortar stores by advertising and marketing in-stock products that are being held up within the supply chain. Brand visibility; personal interaction with customers; community outreach and involvement; and tangibility of product for customers to hold in their hands, try on, and inspect are all additional aspects of in-person shopping that provide potential points of strength over online shopping.
Adapting to the Industry Shift Toward E-Commerce
The focus for any e-commerce store, whether exclusively online or as an extension of a brick-and-mortar store, should be on the consumer experience. When making decisions regarding investment and operating models, pay careful consideration to:
- A technology platform that’s able to quickly adapt to differentiated shopping experiences for customers.
- Product that’s available only online versus product that’s available in-store, and the logic behind those selections.
- Competitive pricing while sustaining margin (i.e., is there a way to influence impulse purchases online?).
- The chain-of-events for the consumer from digital browsing to product in hand—and how you will get return customers.
The Store as Fulfillment Center
The pandemic ushered in the customer-centered convenience of buying online and picking up curbside or in-store, and this option is likely here to stay. While this is an effective service to attract and keep customers, long wait times and orders that can’t be fulfilled due to inventory shortage risk losing customers to comparable stores with better modes of communication and track records of product availability. As your retail business scales to meet new demands, it must be prepared to offer a consistent customer experience.
The retail industry can always count on change—whether it’s in the form of a global pandemic, ever-evolving consumer behaviors, or any number of unexpected roadblocks—and you must be willing and able to meet those changes by cultivating strong relationships with customers, no matter if your business is purely brick-and-mortar, exclusively online, or a hybrid of both.
