Report: Merge physical and digital channels to better target shoppers
To step up customer-centricity efforts, retailers must use channels in tandem if they want to deliver personalized experiences.
This was according to "Shopper-First Retailing: What Consumers Are Telling us About the Future of Shopping,” a report from SapientRazorfish, part of Publicis.Sapient. The study is comprised of three sources: shopping activity of more than 300 million shoppers worldwide; the preferences and motivations of 6,000 shoppers across six countries, and 27 interviews with retail experts in technology and customer experience.
Retailers struggle with a rapidly evolving set of customer shopping habits, especially as connected customers shop the apparel, housewares, and health and beauty categories. By better leveraging technology and insight into consumer behaviors however, retailers will be positioned to create a customer-centric business, the report revealed.
"With the fluid demands of today's always-on consumer, it's imperative that brands not only evolve with the trends, but also anticipate them and refine their strategies accordingly," said Chris Davey, chief strategist, Publicis.Sapient. "Our findings highlight that customer centricity is not only beneficial, but critical to successful retailing in the digital age.”
According to the report, the following four strategic actions will create a customer-centric, foundation:
The evolving storefront: In-store drives nearly half of e-commerce sales. Digital and physical are complementary channels, not mutually exclusive ones. Most shoppers (60%) start their hunt in the digital channel, even though they prefer shopping in the physical channel.
Immersive Intelligence: Using artificial intelligence (AI) to connect shoppers with products. Predictive intelligence on product detail pages is boosting average order values and overall revenue per visitor by double digits.
Mobile: The digital compass. Mobile payment options continue to boost conversions. Mobile payments, such as Apple Pay, were effective, boosting conversion by 27% at one retail partner compared to non-Apple Pay shoppers.
Flattening the funnel: Optimize mobile traffic with speed and mobile payments. Mobile continues to be a massive resource for retail activity. Seventy-one percent (71%) of all global consumers have used their mobile device for retail activity in the past 30 days.
"Retailers are struggling with a rapidly evolving set of customer shopping habits, and we see these new behaviors in this retail research,” said Hilding Anderson, director of research & insights at SapientRazorfish.
“For example, 59% of all consumers in our six-country study have shopped on their mobile device – in the store – within the past 30 days," Anderson noted. "The lines between the physical and digital channels have nearly disappeared."
No comments found
Specialty lamps retailer expands online presence into Canada
Lamps Plus is making it easier for Canadian shoppers to make a purchase.
The specialty lamps retailer debuted lampsplus.ca, an e-commerce website designed to provide a localized experience in Canada. Canadian shoppers have been purchasing from Lamps Plus ever since the retailer debuted online in 1998. However, the new site specifically targets the Canadian market with prices displayed in CAD dollars.
“Canada has always been an important market for Lamps Plus. However, our focus was growing the U.S. e-commerce site before we launched a Canadian site,” said Dennis Swanson, CEO of Lamps Plus. “With the new site, Lamps Plus will be able to efficiently reach the major population areas, such as Toronto, Montreal, Vancouver, Calgary, Edmonton and Ottawa, as well as the entire breadth of the country.”
Featuring a large online catalog, Lamps Plus offers product lines available only from the company. Customers can choose online from over 100 colors with the Color Plus lighting collection or among thousands of custom pattern and color options for art shade lighting. As the site matures, the retailer plans to tailor the product line based on input from customers and interior designers, according to the retailer.
Most orders will ship with free standard shipping from the company’s California distribution center. Like its U.S. site, Lamps Plus’ Canadian site is optimized in English only.
“With this new website, we are taking a major step forward in bringing our product line to the country,” said Swanson. “Our e-commerce business continues to grow each year and we should see an exponential increase this year with the enthusiasm that the Canadian marketplace has shown for our lighting and home furnishing designs.”
No comments found