Adapting to the high street of the future, retailers are continuing to transform their multichannel strategies to boost sales and tackle the success of online sellers such as Amazon and eBay. By merging channels to bring online in-store, as HMV plans to do, high street shops can increase footfall by becoming enticing virtual and social shopping ‘showrooms’. But how will taking a multichannel approach to the instore experience benefit retailers, and what will this mean for both the physical store and the consumer shopping experience itself?
Complete with cafés, free WiFi, mobile recharging points, virtual changing rooms and giant video walls, consumers have never have had so much choice – will they buy through instore Wifi? Click & collect? Via mobile? Use an app? – and while retailers will want to understand the business case for each investment, now is the time to travel hopefully and find out what works.
Supported by research in Capgemini’s recent Digital Shopper Report - that shoppers are not loyal to one sales channel over another – choice of channel, along with in store Vs online sales concerns, will become irrelevant and should see retailers placing focal importance on ensuring an overall sales boost across all merging channels, in store and out. And as the report states, 56% of consumers would spend more in a physical store if they have previously researched online, a multichannel showroom store of this nature can allow customers to do both, and have a coffee while they’re at it.