Over the past few years, many companies focused on developing their digital presence and making the most out of social media, mobile and data collection.
However, currently only about 4 out of 10 purchases get researched online and 1 out of 10 is made completely online, meaning that the customer journey towards a purchase does not starts and ends on the same channel: consumers are becoming more sophisticated and they want to seamlessly move from one channel to another, making their path to purchase very fragmented.
In a context like this, ROPO (Research Online Purchase Offline) and showrooming are the key for retailers: digital should not be seen as a threat to existing retail operations, but as a way to enhance customers shopping experience, creating a seamless, integrated physical and digital experience.
Forward-thinking retailers are going in this direction: an example of this? Burberry flagship store in Regent Street (http://www.forbes.com/sites/scottdavis/2014/03/27/burberrys-blurred-lines-the-integrated-customer-experience/): you can customize your trench coat online, then go to the shop and, while trying a dress in a fitting room, viewing a video (triggered by an RFID tag) showing the best jacket to be combined with the dress you are trying, and finally, once you have completed your purchase, you can share a selfie of you with your new trench coat on the platform "The art of the trench".
Burberry is an extreme example of how a luxury brand is moving quickly towards the seamless customer experience...but it won't probably take so long before other, more affordable fashion and apparel brands will do the same.
Source: http://www.marketingtechnews.net/news/2014/jul/11/seamless-customer-experience-this-is-retails-digital-future/
1 comment:
Nice blog and an interesting perspective on creating a seamless customer experience across channels
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