E Commerce is quickly changing customers’ retail experience and in-store product purchases. A research report on in-store retail experiences hints towards the growing need of product customization. The trend goes the same for both brick and mortar stores as well as online businesses.
Digitization and manufacturing technology has enabled brands to offer customers the ability to customize items online as well as in store. The process is fast enough to facilitate quick delivery as well. Product customization further bolsters user experience and builds brand trust. In short, it encourages and invites customers to be a partner in the product creation process. Of course, better user experience leads to better conversion opportunity. Retailers who have embraced digitalization and support product customization already enjoy a significant competitive edge. For long-term success customization has to be on every retailers’ technology roadmap.
Who is leading the way?
Among established brands, Nike is currently dominating product customization and personalization. The brand is frequently experimenting with digitization in their flagship stores and are partnering with retailers to provide a seamless product customization experience both in-stores and online. While other brands are not yet ready to ship to Nike’s level of manufacturing and staffing coordination, Nike has laid the foundation of creating a unique experience for the customers by providing product personalization.
The good news for store…
On the other hand it’s a good news for brands that because not many brands are prepared to invent in digitization and product customization, there is few competition and a lot of opportunities for businesses. Business who can invest in connecting their online campaigns with offline digital media will find little competition in the market. It will also enable brands to garner more positive feedback and gain comprehensive data that they can use to make future investments as digitization gets bigger later on.
Better User Experience
Although digital customization have started with products, it definitely is not the end. It connects the customer’s in-store experience with the brands online presence to create a substantial brand relationship. Businesses can choose to provide customers with more interesting content and provide them offers based on their past product interest and purchasing habits. Digitization is already altering customer expectations for example with immediate purchase with mobile checkout. With mobile devices, customers don’t have to wait in line to buy their product. Customers today expect from retail stores with the means to close the sale on spot as well as garner helpful information on product stock from remote location. It is expected that soon stores with no mobile point of sale will be stomped over in the competition.
Enabling customer service with digital media
With implementation of digitization in retail stores, brand can expect audiences from every segment by encouraging micro-conversions, which will eventually lead to purchase conversion. People can be drawn to interact with displays and help them make informed decision. It can also stimulate curiosity and prompt visitors to start conversations with sales staff. This will further lead to more interactions and help them find the right product. Implementing digital media to stores will exponentially bolster the ability of retail staff to provide an outstanding service to customers. WIth digital displays brands can go beyond the physical limitations of the retail and offer additional products. It can also expand a brands’s in-store catalog.
What’s in the future?
Digitalization enables collection of data which can be used by brands to create more engaging customer experience. Customers can get access to online reviews, social media conversations etc. Investing in such digital systems facilitates brands to garner actionable data fast. It also enables businesses to test products, and launch marketing campaigns based on the data they have acquired. It will become easier for the businesses to find out which content is most helpful for customers and how to curate more such content in the future. Digital space is changing rapidly and will soon become prominent in retail space. Businesses need to adopt soon to meet the increasing demand of mobile browsing and cater to the needs of future tech-savvy customer base.