IS CREATING NEW CUSTOMER
JOURNEYS – THE MULTISENSORY, PHYGITAL AND INTERACTIVE EXPERIENCE NOW FOCUSES ON
FACTORS LIKE CONVENIENCE, SECURITY AND CONSCIOUSNESS.
But what does this mean for retail
marketing and its all-encompassing touchpoint, the POS? How are customers’
perceptions changing? What impact will this crisis have on the customer journey
in future? How will mechanisms and aesthetic change?
One of the biggest drivers of this
development is security and the need to feel safe. The physical
distancing which the authorities are urging us to observe and its effects on
social interaction are presenting new spatial challenges for retail that should
reflect altered customer needs.
The increased need for cleanliness in both
the clinical and aesthetic sense can be achieved by means of reduced
merchandise density and spacious premises. In this case, a good overview and
clarity convey not only a sense of high value, but also the feeling of purity«. »State of the art« retail design will entail an overall look that is
open and bright, combined with the corresponding materiality.
The need for security however also means
that, in future, customers will require greater orientation and reliable
processes so that they can shop efficiently. This in turn will have an impact
on merchandise presentation and product communication. Guidance is a welcome
tool in this regard.
Knowing one’s target groups inside out,
across all segments, will become more important because maximum identification
through precise inspiration generates maximum efficiency for a highly
individualised customer. Experience and service with and within the community
will become key factors in the purchase decision.
In future, the central question about the
relevance of making a purchase will have to be answered better than ever before
for many customers.
DON’T PRAY FOR CUSTOMERS, ACTIVATE THEM
Social distancing notwithstanding – don’t lose touch with your customer! It isn’t only since coronavirus that it has been essential to »pick up the customer digitally« before and after shopping. Now more than ever, brick-and-mortar retail has the chance to inject emotion and highlight its relevance.
With the help of digital channels you can generate the necessary reach, in order to activate customers for a multisensory shopping experience.
It is precisely this combination of online and offline that makes the physical brand experience meaningful and lastingly enhances it. Create stimuli now and generate incentives that encourage customers to avail themselves fully of your service.