Omnichannel Retailing: 5 Ways to Integrate Digital Technology in a Bricks and Mortar Store

Posted by naomi on

Omnichannel.  It’s the latest buzz word around the retail and marketing worlds.  So what is it?  Omnichannel is the seamless integration across multiple devices and platforms online, and in-store.  It’s providing consistency across all touchpoints to create an optimal customer experience.

You have a responsive website (if not, read here why you should), you’re engaging on social media, and overall feel you’ve got the online space figured out.  However, according to the Financial Review, online sales are only contributing to 6.9% of Australian retail spending – and growth has slowed.

So now more than ever, is the time to embrace omnichannel and digital technology to improve your bricks and mortar retail store.  2015 is the time to accelerate and differentiate.

To help, we’ve come up with a list of 5 ways retailers can digitalise their physical stores.

 

1.  Digital Shopfront Window Displays

One of the quickest and easiest ways to incorporate digital technology is within a window display. Gone are the days of visual merchandising with mannequins – in with digital screen displays.

With 60% of Australian shoppers loyal to up to 10 brands it drives the need for competitor edge to increase foot traffic into your tenancy like never before.  What better way than to show shoppers you’re on trend by exhibiting an eye catching digital shopfront to entice them.

Retailer bonus: Updating a USB stick with new videos or images is more time efficient than redressing a window the old fashioned way.

 

2.  Click and Collect

A Click and Collect system allows consumers to order products online and arrange pick up in-store.  A tailored delivery option that provides customer convenience by offering product purchase and delivery the way shoppers want it.

Retailer bonus:  If your fitout is well designed, consumers will further spend in store when collecting purchases.  According to a recent study by Verdict Retail 40% of homeware shoppers spent extra when collecting, “spending an additional 53.2% when picking up Click and Collect orders in store”.

For shopfitting advice on building a successful interior design, read our 4 Tips to Planning the Perfect Retail Fit Out.

 

3.  Touchscreen Tablet Technology

One way to utilise touchscreen technology in store is to increase convenience by empowering shoppers with access to stock inventory.  Jason Goldberg, Founder at RetailGeek told Shopify “While more than half of shoppers now use digital tools to pre-shop, the overwhelming majority still want to complete the transaction in store. When retailers think about their digital marketing, they shouldn’t just think in terms of capturing online sales. Providing a great store locator, giving access to real-time in-store inventory and having a well-executed local SEO plan, are amongst the highest value digital activities for any brick and mortar retailer.”

Better yet, if stock is unavailable in-store allow shoppers to arrange delivery straight to their door at the click of a button.

Retailer bonus:  Obtain invaluable customer details for future marketing campaigns.

 

4.  Free Wi-Fi

These days if we can’t access the online world, it’s fair to stay we won’t be staying long. As a retailer, we obviously want people to remain within our footprint as long as possible to increase the chance of spending.  With 75% of shoppers using mobile devices in store why not follow in Westfield’s footsteps and embrace the increased use of mobile technology by provide shoppers free access to Wi-Fi?

Retailer bonus:  Customers will linger longer and increase spending.  The added benefit of in store Wi-Fi is that it allows retailers to analyse data transmitted from mobile devices, and even send customised push notifications. Which brings me to the next point …

 

5.  Beacon Technology

Beacons are small gadgets that transmit a signal to Bluetooth enabled devices, identifying a shopper’s exact micro location. The devices are so tiny (we’re talking similar to the size to a 20cent coin) they can be easily hidden amongst almost any fixture in a shop fitout.

With the low energy Bluetooth signals, beacons can influence customer behaviour by providing personalised push notifications of information or special offers relevant to products shoppers are standing right in front of.

Will shoppers find this intrusive?  Apparently not.  Studies undertaken by eDigitalResearch in 2014 showed 45% of smartphone owners are receptive to retailers sending customised messages through beacon technology.

However there is a slight catch. Consumers must opt-in, as the transmitter technology requires a mobile app to gain its business intelligence.  So if you have no app, you have no action.

Retailer bonus:  Beacons can be used for in store analytics by collecting data on customer behaviour such as where customers went in store and how long they spent there.

 

Digital technology is one retail shopfitting trend that can be implemented in current stores by retrofitting to existing joinery, fixtures and fittings that were installed in the original fitout. With such varied application approaches, businesses of all sizes and shopfitting budgets can adopt digital and successfully merge online and offline stores for a seamless delivery.

To discuss becoming omnichannel by adding digital technology in your retail store, contact leading Melbourne shopfitting company, AAFS Shopfitting on 03 5943 0581.

4 Tips to Planning the Perfect Retail Fit Out

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So you’ve been allocated the build budget and now to the task of creating a design brief for your fit out.  No matter how small or large your space is, getting started can be a daunting task.  Try taking a blue sky approach and ask your (inner shopaholic) self – With no limitations, what would improve my shopping experience?  Start big, then tame back as required. If you’re having trouble sticking to your fit out budget, try reading our tips on how to reduce shop fitting costs.

It’s essential to optimise the customer experience through careful planning across all elements of the build.  Put on your persona hats, taking note of shopper habits and mannerisms to recognise how to maintain attention and convert browsers into buyers.  Understanding customer behaviour is vital to business success, which all leads from laying the right foundations.

Bricks and mortar stores are where 93% of retail spending occurs in Australia (NAB Survey, Jan 2015) and shop fit outs are the foundation of your physical store.  Make time to research everything regarding your fit out.

To help you get started, we’ve provided a list of fundamentals.

Combination: The code to unlocking a successful Lighting Design

Lighting is critical to retailers to attract shopper attention and draw them in.  If an area of your store is not well lit, consumers will walk straight past and it may as well be empty.  Instead incorporate a combination of lighting options to create a well-balanced space.  The right mix of backlighting, downlights, pendants and track lighting and will generate a perfect fusion of illumination and shadow.

LED backlighting illuminates flat wall panels adding depth and dimension to any retail shop. They also have the bonus of being energy efficient, therefore lowering operating costs and saving you money.

Quality lighting is imperative above the counter of any retailer to add warmth and lure consumers, but must also be adequate and glare-free for shop assistants.  For fashion retailers, it’s also important to think carefully about lighting in your fitting rooms.  According to research undertaken by Shoppercentric, 60% of purchasing decisions are made within a store’s fitting room.  Artificial or poor lighting can be a real deal breaker for some shoppers.

Interior Design: Influence customer buying behaviour

A successful commercial fit out requires a strategic approach with the store layout and interior design.  This is then complimented with astutely placed signage, visual merchandising and product placement.

When planning the layout, remember not to lose sight of the customer experience.  For them, the persuasion in entering is the ambience rather than products themselves.  According to retail strategists at Kizer & Bender “patrons typically don’t notice merchandising displays within 15 feet of the entrance”.  Upon entering consumers are too busy making judgement decisions.  Will the products be suitable for me?  Are they expensive?  Is there enough room for me to easily walk around?

Installing floor to ceiling wall fixtures allows for optimal product placement, whilst maximising floor space and encouraging consumers to linger longer.  Low line shelving within the trading area permits customers to see more products and increase their spending.  The bonus for retailers is this also increases customer visibility, therefore reducing shoplifting.

Choosing the right layout option for the internal fixtures can provide space for promotional signage, assisting in traffic flow and helping to build your brand.  When selecting the design layout, have your target markets, products and brand in mind.  Through analysing and understanding customer behaviour, you will have the knowledge to design your space to guide consumers through your store like they are puppets on a string.

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Flooring: Doing the ground work

Kevin Tierney, Director of Consumer Environments, Tarkett North America and host of Webinar: Flooring as a Revenue Generator, says “Many facets of flooring can affect the shopping experience – from color to comfort, cleanliness to customization – it can play a large part in the sales generation of the space.  And because flooring can have a major impact on the overall mood of the consumer, we want to address how retailers’ can use flooring to further create brand awareness.”

Noise regulation is another flooring concern in the retail environment.  Without the right acoustics, consumers are likely to retreat and move on to a competitor.  In addition to being durable and sustainable, sound control is pivotal in the selection process.  Thankfully there are many materials, underlays and aesthetically appealing products, suitable for the retail market.

Flooring can also be used to create zones to segment merchandise, or to create a pathway through the store to lure consumers to a particular area or product.  Promotional advertising is also becoming increasingly popular on retail floors to influence shopper purchasing decisions.  It is no longer just about colour and comfort.  There are a range of variables to consider when fitting out the floor of a store.

Shopfitting: The nuts and the bolts of it

Shop fitters collaborate with commercial interior designers and a diverse range of business owners and RDMs (Retail Development Managers) on an ongoing basis.  Therefore, a key resource in obtaining information and advise on fit out solutions, and knowledge on relevant products that are available, and on trend.

Looking for one of Melbourne’s best shop fitting companies to quote on your upcoming retail fit out? Contact AAFS Shopfitting on 03 5943 0581.

2015 National Interior Fitout Award Winners

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AAFS Shopfitting received a nationally recognised industry award in the 2014/15 ASOFIA and Laminex Group Interior Fitout Awards. Winners were announced at the 19th National Conference held in Hobart earlier this month. Nominated as a top three finalist the previous year, we were determined to step it up using only the highest quality products and machinery and focus on consistently providing a friendly and personalised service to enhance the overall customer experience for all clients.

We are so proud that all our hard work paid off, in turn being identified as an industry leader by taking the top prize in the category of Interior Fitout Up to $150,000.

Click to see images of the award winning hair salon fit out