How To Optimize The Online And Offline Customer Experience In Retail
If you have a retail business of any kind, chances are you fall into one of two categories —a brick-and-mortar business that expanded into e-commerce, or an e-commerce business that expanded into brick-and-mortar.
Either way, the challenge to providing a superb customer experience is to recognize what works in your original setting will not necessarily work in the new one. Online shopping and in-store shopping are fundamentally different experiences.
For instance, in-store shopping is a social activity; online shopping is a solitary activity. Some customers enjoy in-store shopping because they like being social; hence, the store design should make browsing pleasant and customer service help easily available. Some customers enjoy shopping online because they’re in a hurry or really don’t enjoy rubbing elbows with other shoppers; hence, the e-commerce website should maximize efficiency and speed.