Next Gen of retailer’s world- The new synergy of the online e-commerce and offline worlds.
The e-commerce companies present very high, green and successful graphs. The newspaper articles also report on the Internet-protected purchases, messengers required by ads, appear in every possible medium, at a period where people are locked in their homes afraid to go out from fears of being infected with the virus.
The New World, post Covid 19, is going to be different from what we knew. Technophobes who were afraid to make purchases on the Internet are acquiring experience and discovering the convenience, discounts on the Internet and save time. On the other hand, people after such a long closure period will miss human contact, meeting people and hanging out.
Brands, products and retailers will be familiar with taking the customer journey forward and creating a deeper and greater synergy between the online and off-line worlds.
From my tours of shopping malls in China and analyzing the world of retailers, they have several challenges:
Mall Building-The mall is built in a closed way that has since sold most of the malls in the world as a casino. The consumers lose feeling of time or weather. The mall is generally built for consumers to pass it like a maze, on foot, the elevators are in hidden places.
Store location- Stores are located by type of brand and the shops report their revenue to the mall.
Adjacency- Stores can put pressure on neighboring brands for fear of hurting their success.
Competition-Brands, salespersons are in competition for potential consumer hearts, especially their pockets. This is noticeable in the cosmetics, cosmetics is the most profitable, booths are on the entrance floor. Every salesperson knows that if they lose the consumer, this consumer’s money will go to another salesperson.
Commissions- Sellers get a low basic salary and live on sales commissions, they struggle on every consumer and on the other hand, try to get rid of them in a polite and fast-paced way if the person is only window shopping, they recognize that the person standing in front of them will not make a purchase.
The most important resource for sellers is TIME.
In my opinion, digital products should be contacted at the entrance to help the store get more potential consumers and buyers to sell product, as well as save time for the salesperson. Products that will create a positive consumer experience and engagement to the product and brand. You can learn the consumer’s tastes and needs in the “Tinder” digital game, connect to social accounts to study your consumers with AI.
The connection between the online and offline creates a holistic, whole new world of consumer journey and gives us quality and in-depth data on the needs of the public.
In China they work with WeChat and you can find great innovative digital experience in Alibaba stores, it is one step ahead. Some retailers have begun to create synergy between the online and off-line worlds like Amazon that started from e -commerce and has opened several stores, for example in Denver, Colorado and New York, In Amazon stores (Amazon Go or Amazon bookstore) offered the top most popular products and/or offer to get detailed knowledge with the app and of course with the new tech of Just walk Out where you can take it and leave .
Nike on Fifth Avenue keeps an appointment log so a customer can schedule the lab and play basketball with shoes that self-lace by using the app and the lab gives the customer a variety of metrics.
The connection between the online and offline creates a holistic, whole new world of consumer journey and gives us quality and in-depth data on the needs of the public.
The new world post Covid 19 will have to re-understand the product’s motives, the “Jobs to be done”, offer a more complete and holistic consumer’s experience to give a loved one greater value, true personalization and without cynicism, in the same breath, to make a smart combination between data, user interviews, usability tests, Hotjar, market research and competitor analysis.
