Last year, industry professionals spent time and effort figuring out the uncertainties surrounding retailing because of COVID-19. Some organisations have entirely gone online, while some keep their door open and complying with public health requirements accordingly.
However, retailers need to do more than that. Retailers evaluate where to turn in order to meet the sales goals amid pandemic-driven shifts in both store operations and customer behaviour.
Since consumers stay at home most of the time, retailers have found new ways to cope proactively with the pandemic challenges. They have leveraged data-driven insights that have uncovered customer preferences for mobile shopping.
With the vaccine making its rollout globally, retail success in 2021 will continue to rely on exceptional customer service delivery identified by in-store location data and innovative mobile app use.
John Kavulich, VP, IoT Solution Sales, Acuity Brands Lighting, Inc., shared two must-haves to create a robust customer experience in 2021.
Using In-Store Location Data To Enrich Customer Experiences
Previously, Kavulich described ways retailers can use in-store metrics to deliver personalised shopping experiences such as location data. The data has played a significant role in redesigning store layouts to account for sufficient physical distances, whether in the form of wider aisles, creating more space for fast-selling goods, or handling checkout queues.
Matching location data with sales receipt data can also help retailers boost their customer journey. Analysing foot traffic patterns against buying trends may expose inventory problems, or whether any shoppers buy something from every part of their visit.
As customers gradually return to brick-and-mortar stores in 2021, analysing location data helps retailers continue to fulfil their high physical safety standards and personalised online customer experience throughout most of 2020.
Mobile Apps And The 2021 Customer Experience
Retailers have the opportunity to turn mobile branded apps into tools shoppers use at home and in the store. 2021 can be viewed as the year to position these platforms as strategic resources and integral elements of the entire customer journey.
Retailers have the added challenge of regaining customers’ trust. After months of limiting social contact, leisurely shopping in a store won’t come quickly for some.
Industry professionals expect mobile shopping to account for 54 per cent of total e-commerce sales in 2021. Retailers need to maximise data collection and analysis to merge these two retail worlds.
