Digital /Personal convergence
Theconvergence of digital and personal service is already taking place in other industries. Here are some of those successes and some ideas of how they could work in packaged- good retail:
Shopper “Genus.” Apple store-like assistance (In-store and online) to plug into all a retailer has to offer. Publix’s Apron’s program comes close to fulfilling this idea with both in-store and online activations.
Solutions 911. Taking “genius” one step further, Lexus offers in – vehicle consults over mobile video. Retailers can reach beyond people in their stores and fortify a more social and personal connection by offering at-home chef a live chat for meal or regimen solutions, or provide help if a recipe fails.
Opt –In Shopping Service. Department stores like Macy’s and Neiman Marcus have a location based app that provides on-site sales staff with customers’ preferences. For packagedgood retailers, a shopping coach could be altered to a shopper’s presence in the store and offer assistance with shopping solutions.
Luxuries of Loyalty. Take another page from retailers like Macy’s or Starbucks and personally and digitally reward you
best and most digital shoppers with clout points, perk and other VIP treatment. In this way, technically integrated retailers can begin to shift the dialog from “discount” to “service”.
Store within a Store. Move beyond sampling by implementing “brand” stores staffed by brand ambassadors. J C Penny has Martha Stewart ministores, while home-style experts provide advice, while educating shoppers on the digital world of the Martha Stewart brand
Shopper 2 Shopper. Activate the community with an online community service like needle.com, which digitally matches brand experts with consumers for real time brand and product information, ideas and advice.
Auto- Replenish Service . where shoppers can sign up for re-stocking frequently used items on a routine basis, at the best price offered.