There are two fundamental customer needs that retailers must meet:
- The constant, cross-media stimulus, to experience a fulfilling and memorable shopping experience.
- The optimization of the store’s ability to interpret a need, proposing a personalized solution in real time.
That’s right: as much as shopping is progressively moving online and people are experiencing the large majority of their customer experience on the web, the physical store should not be forgotten. This too is a touch point where brands and people meet. The store should respect the brand’s identity too and be in line with other corporate channels, both online and offline.
But it is right here that a new opportunity is born for online to support the physical store in order to obtain customer loyalty. How?
By providing the sales staff with valuable information that the user has left in the brand’s online area. What products have they looked at? Which blog articles have they read?
In this way, the various customer experiences of each client merge into a single, consistent customer journey.
- The brand discovers the customer’s interests by following their journey on the online corporate channels.
- The physical store has the information at its disposal and is able to prepare itself in order to offer the customer exactly what they are expecting when they enter the store.