Looking forward, e-commerce is forecast to account for 24% of global retail sales by 2026, with an appetite for in-store experiences living on for the remaining 76% of customers. Creating an effective phygital strategy will be essential to win and retain customers and employees in this new retail landscape.
Blending physical and digital retail seamlessly is no easy task. With CX no
longer defined by brick-and-mortar stores or online UX alone, retailers must
now go phygital - building a consistent customer journey across every
physical and digital touchpoint. However, creating this phygital experience
is far from simple.
32% of customers are willing to leave after just one bad experience, it has
never been more important to connect with employees and customers, building
out new experiences that work for them. Retailers should not feel pressured
to follow the crowd, and instead look to internal stakeholders and customers
to help shape their strategy. It’s a question of identifying what will add
most value and ensuring that your organization's cultural shift keeps up
with technological advancement. Retailers must fix pain points and reduce
tedious tasks for store associates, whilst enhancing and adding to customer
services, not just following the latest fads.
Data is at the heart of phygital strategy
Customers are used to shopping both in-store and online, but the data behind
these two experiences is often kept siloed. Connecting physical and digital
retail is rooted in the effective use and integration of data. Bringing
together stock management, supply chain data, product information and
customer data in one place elevates both customer and employee experiences,
boosting brand loyalty and reducing attrition.
With a single, clear overview across warehouses, stores and
fulfillment
centers, retailers can ensure that whether customers choose to buy from
their sofa or the shopfloor, they encounter a consistent, personalized
journey. The free flow of in-store and online data enables organizations to
get creative with their services and add value, especially important to keep
customers and employees on side in uncertain economic times.
