Remarkable Retail by Steve Dennis

Author:Steve Dennis
Language: eng
Format: epub
Publisher: LifeTree Media
Published: 2019-05-15T00:00:00+00:00

Digital Doesn’t Always Come First

Although consumers increasingly use a digital channel even if the sale is ultimately consummated in a physical store, it is also true that lots of consumer sales originate in a brick-and-mortar location. If we adopt a digital-first mindset, we risk missing how critical non-digital experiences can be for certain customers for certain purchases. If the analog part does not go right, the customer doesn’t ever make it to the digital part—or at least not on your website.

Customers desire to be “analog-informed” in many categories, even if they ultimately buy online. Many big-ticket purchases like big-screen TVs, automobiles, and furniture are cases in point. In some cases, the customer has a strong desire to test-drive the product, sometimes figuratively, sometimes literally. More technical or complex purchases (putting an outfit together, completing a home improvement project, redecorating a room, etc.) often call for in-person sales-associate help and/or the ability to see multiple items together. The more the customer’s purchase decision is influenced by the ability to inspect quality and assess fit, the more prone the customer is to want an analog experience. And when customers don’t have that option (or choose not to avail themselves of it), product return and exchange rates are much higher.

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