In our last post, Building a Community Brick-and-Mortar by Brick-and-Mortar, we examined how physical stores are becoming centers of communities, places where customers go for new experiences and to feel a connection to their distinct locale.
The retail industry is shifting. Customers are looking at stores in a new light.
We also promised a list of steps retailers can take to ensure they are properly localizing their assortment mixes to ensure each retail experience is optimized for each location. Without further ado, here they are:
Measure with precision. Measuring store performance allows retailers to quickly deliver the most relevant products, respond to customers’ needs, and develop a personalized experience at the store level.
Understand the shopper. Tracking retail experience provides visibility into customers’ behaviors. This gives retailers the ability to respond to and forecast trends as well as keep up with customers’ expectations.
Recognize the surroundings. By producing targeted, relevant and locally appropriate campaigns, each store can develop an authentic experience and personal customer connection. Achieving a localized experience strengthens the customer’s brand perception and the retailer’s position amongst the community and the competition.
Know each store’s intricacies. Individual stores vary based on unique traits like layout space and fixture size. Keeping a model of each location ensures stores receive the right production quantities, resulting in accurate execution and a better on-brand shopping experience.
The retail industry is shifting. Customers are looking at stores in a new light. Stores are becoming part of the community, and therefore, must create experiences relevant to their surroundings. In order to successfully become a destination within these communities, retailers need help identifying customers’ expectations and the unique attributes of its individual stores.
Many leading retailers are turning to SaaS as a solution. Through a cloud-based delivery system, retailers can keep accurate digital store models, understand the unique attributes of each if its stores, measure performance, deliver targeted campaigns and merchandising, and respond to market trends quickly.
What are your stores doing to become destinations within the community?