It is evident that the pandemic altered consumer buying behaviors. So much so that an omnichannel approach is necessary for any retailer to survive. However, this was only an acceleration of what was bound to happen over time. Today’s shoppers want a seamless, integrated buying journey with multiple touchpoints. This is why we see so many pure-play e-commerce retailers race to move offline.
Companies can’t have an isolated approach to selling anymore. Brands that build an omnichannel approach are able to better understand their customers and what they want from a retail experience. Omnichannel is here to stay for the long-haul.
Brick-and-mortar retail can benefit direct-to-consumer brands in a number of key ways, including:
Retailers often struggle with differentiation. Other than products, brick-and-mortar stores serve as a key way for retailers to stand out. With curated in-store experiences, retailers can stand out to consumers and market to different areas. In an online setting, this is a lot more difficult to achieve.
Businesses need to be where there consumers are in order to survive. Most shoppers want multiple touchpoints in their shopping experience. They may see an item in-store, try it on and then go home and buy it online. These touchpoints create convenience for consumers to buy where and when they want.
Shoppers want to feel important. Personalized elements allow them to feel like they matter to the brand. A key part of personalization is understanding the local market around a store and catering to shoppers directly.
A physical presence reassures customers about brand authenticity and product quality. Brick-and-mortar reinforces the importance of customer experiences, allowing brands to experiment with personalization and immersive elements.
Direct-to-consumer brands are quickly realizing the visibility that an offline channel can create – allowing for discovery, community and experiences among consumers.
Source: Omnichannel Future – Financial Express
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