Visual Merchandising Trends Target the Hyperconnected Consumer

 

A word of advice to all organizations that blend ecommerce sales with bricks and mortar business: Sharpen your focus on the hyperconnected consumer.

Today’s digitally savvy consumers are just as likely to explore your business on their phones, tablets or desktops as they are to walk through your front door. So it’s more important than ever to create a consistent, user-friendly customer experience that promotes and reinforces the value of your brand across all channels.

This will mean different things for different companies. But the common denominator they all share? Harnessing technology to enhance both the in-store and online experience, all while seamlessly connecting the two.

Of course, the online experience is increasingly important for driving sales — Forrester Research reports that ecommerce is expected to hit $327 billion this year, up from $202 billion in 2011. But it’s also about consumer research and brand perception — Forrester also reports that at least 70% of consumers conduct research online before purchasing in-store.

Those who don’t develop new strategies to reach consumers through their preferred channels “will be forced into an unenviable race to the bottom of the margin battle.”

This message — delivered with style and humor by Tom Koulopoulos, president of the Delphi Group think tank — was one of the trending topics at StorePoint 2016, an executive level trade event connecting retailers and suppliers. He emphasized that technology is reshaping retail and that businesses must adapt to the changing behaviors and expectations of the hyperconnected consumer.

Innovating the In-Store Experience

More than ever, technology is reshaping the in-store experience for consumers. Self-checkout options are just one highly visible examples now used by a growing number of retailers.

But far more advanced innovations are also making an impact. Take the use of beacons as an example — the small in-store transmitters enable retailers to send personalized messages to customers who have downloaded an app to their phone. This strategy alone has directly influenced retail sales of over $4 billion in 2015. That number is expected to grow tenfold.

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Interactive digital signage is increasingly being used to engage in-store customers — offering new ways to help them learn about, experiment with and purchase products. And digital signage isn’t limited to traditional retail zones — virtual fitting rooms represent another cutting-edge, in-store innovation.

Connecting In-Store and Online

Of course, these kinds of innovations are more prevalent than ever. And this certainly won’t be the last we see of their kind. For example:

• Quick in-store pickup options for online shoppers
• Programs that reward loyal shoppers for both in-store and online activity

The goal for retailers is to get the customer to select their store or ecommerce website as the purchase destination. Building brand affection and customer loyalty by creating a consistent, engaging in-store and online digital experience is one of the keys to making this happen.

Doing More With Less

Fortunately, some of the strategies mentioned above — in addition to something as simple as providing in-store customers with free WiFi — can be implemented for a relatively modest investment.

At Rose, we love to talk about visual messaging trends, challenges and solutions. What are your top visual messaging challenges? And what do you see as the top trends and innovations for 2016?

Please don’t hesitate to contact us. We’d love to continue the conversation.