At the start of the COVID-19 pandemic, the upward trend of e-commerce and digital technology usage erupted as concerned shoppers looked to decrease their store visits.
Shopping apps experienced record downloads. Stay at home orders delivered an explosion of new search queries. And consumer engagement with brands through social media, multimedia platforms and e-commerce sites like Amazon skyrocketed.
Shoppers who were previously skeptical of the online shopping process for some categories will continue using BOPIS (buy online, pick up in-store) services and will begin future transactions on retail mobile apps. Some customers will adapt and learn to love the process of making an appointment to pick up their orders. Other shoppers will continue to prefer walking and browsing in a store.
The customer experience remains the key to success. Retailers must deliver convenient, contactless shopping and facilitate safe sensorial showroom experiences. Brick-and-mortar has updated its sanitation practices, but they’ll also need to be fluid in restructuring in-store roles, labor hours and how they allocate square footage.
Kathy Risch, Premium’s Vice President of Consumer Insights and Analytics recommends placing an emphasis on communicating with empathy and being helpful to the individual shopper by providing contextually relevant solutions, now more than ever.
“Are your customers balancing working from home with kids? Do they have less money to spend? Are they looking to escape or treat themselves? Success lies in the ability to make data-informed choices about what they need in the moment to tailor the right message in the store and online.”
– Kathy Risch, VP of Consumer Insights and Analytics
And, as customers are forced to become more comfortable with technology to shop, it’s important to lean into digital solutions – both for customers and store associates. It’s vital that the efficiencies enabled by technology not be absent of personalized, human connection.
That’s why Premium’s digital engagement solutions are designed to meet the moment and facilitate interactions that provide the customer both with the tools they need to make an informed decision as well as the experience they want to remain comfortable given the current state of retail.
Online Brand Champions
Retailers and manufacturers can take control of their brand and ensure satisfaction by leveraging experts to engage with consumer reviews and answer product questions. Learn more here.
Instantly connect shoppers with virtual product experts via video, text, or chat through a variety of in-store and online triggers. Read the case study here.
Grab attention and increase retention with engaging content strategically delivered to intercept and attract customers.
Engage retail associates and win mindshare with a mobile product knowledge game created exclusively by Premium. Read more about BrandBuzz.
Connect and interact with remote teams for town halls, national training events and more to ensure continuity despite the distance. See how we utilize livestreaming here.
“The adoption of virtual support will grow with shoppers, either through live video from the store or brand experts supporting customers when they’re unpacking their purchase. Retailers and manufacturers will need to accelerate targeted offers for shoppers both pre- and post-purchase.”
– Bill Campbell, Chief Operating Officer
In the midst of several remarkable and dynamic shifts, it’s impossible to predict our collective destination. What you can count on is the need to iterate strategy to drive growth.
Turns out, retail’s winning equation is actually quite simple.
Reach out if you’d like to discuss how Premium can help you rise after COVID and win at retail.