Reimag­in­ing the store

Re­tail Brands are hav­ing to re­boot their store ex­pe­ri­ence strate­gies to de­liver the needs of the new age evolved cus­tomer who is in­formed and is si­mul­ta­ne­ously shop­ping across chan­nels. With brand loy­alty be­ing a passé, the brand is hav­ing to present its

VM&RD - - Retail Trends -

With the ‘shop’ no more be­ing con­tained in the four walls of brick and mor­tar, tech­niques used to at­tract, en­tice and con­vert cus­tomers are a com­bi­na­tion of sci­ence and tech­niques used in both online and the off­line stores.

The cus­tomer’s top ex­pec­ta­tions are the 4Ts in the Off­line and the 4Cs in the online. With the con­sumer pre­fer­ring to use both chan­nels, the new-age phys­i­cal store is clearly at the in­ter­sec­tion of both chan­nels. On one side the brand needs to very pre­cisely in­tro­duce WHAT it stands for and WHY the cus­tomer needs to walk into the brand en­vi­ron­ment. On the other the brand needs to IN­SPIRE the cus­tomer to IM­MERSE in the brand’s world and be will­ing to get in­ti­mate with the brand in a per­son­al­ized CRM pro­gram.

The Store de­signer, Plan­ner, Marketers and Vis­ual Mer­chan­dis­ers are en­sur­ing that the 4Ts and 4Cs are in­te­grated into the reimag­ined role of the store, the 4Is, us­ing dif­fer­ent dis­ci­plines of de­sign and tech­nol­ogy.

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