Although the news has been dim with stories of store closings and the increasingly difficult task of competing with Amazon, new trends have started to come to light. Stores are beginning an evolution of experience. Although retail may continue to see store departures and over-saturated brands taking a step back, it is also seeing traditional ecommerce companies take a step into the store. From Rent the Runway to Fabletics and now Amazon, customers are proving they still like to touch and feel products before they buy them. In fact, a recent study from the National Retail Federation in partnership with IBM says generation Z prefers to shop in stores.
Today’s shopper is in control of her own destiny and is identifying areas of change such as:
- Shoppers want more information about the products they’re buying – where and how it’s made; what their friends and influencers think about it
- Shoppers want more personalization – balanced with privacy
- Shoppers want better and faster service – to be assisted, not sold
- Shoppers are valuing their time more – they expect a unique experience
- Digital solutions are raising the bar – minimum wage store associates need much more assistance than they’re getting today to compete with multi-million dollar, cloud-based, artificial intelligence and machine learning.
- Successful stores will offer what shoppers can’t get online – experiences, physical discovery, personal interaction
- Sophelle helps its clients deliver customer experiences that compel shoppers to visit and buy in stores.
Read some of our recently published articles on the Evolution of the Store:
» Sporting Goods Stores Are Dead! Long Live The Stores!
» Big Box Retail Trends in 2017