3 Tips To Bridge The Gap Between Physical And Digital Retail Experiences
By Sharat Potharaju, Beaconstac
Few would disagree that the customer experience journey has rapidly evolved over the past few years. The pandemic accelerated the shift to online purchasing and customers had to increase their comfort level conducting business online.
Although we’ve resumed shopping in person and conducting “business as usual” feels much more like pre-2020 days, the eCommerce market continues to accelerate. [Who?] expects the eCommerce market to generate over $5 trillion in 2022 alone.
At the same time, customers have developed a newfound appreciation for the in-store experience. Over 80% of consumers still shop at physical stores — proof that the brick-and-mortar store is still very much alive. Savvy companies have turned their focus to finding creative solutions that blend their online and physical presence to offer customers the best of both worlds.
To achieve brand success, companies must bridge the dissonance between in-person experiences and online engagement, also known as the “phygital” (physical-digital) divide. With only 14% of consumers saying that brands succeed in knowing them and understanding their needs, retailers need to be taking advantage of technological tools, such as QR code generators, to enhance physical experiences while driving digital interactions.
Want to get started with increasing customer engagement through phygital experiences? These three strategies offer a great starting point.
Lean Into Customer Preferences
Want to decrease customer engagement? Present the same information in the exact same way to all your customers. Clearly, that’s the worst approach you can take. The key to creating a personalized experience for each customer is by knowing how and where they engage with your brand and capturing their preferred shopping habits.
Enter the Buy Online Pick-Up In-Store (BOPIS) and Buy Online Return in Store (BORIS) models, designed to offer customers a variety of purchase and return options aligned with their specific needs and that support personalized interaction. These trends have soared in popularity because they marry the digital and physical experience at key touchpoints that are historically rocky for customers and retail staff: purchase and return transactions.
Boost App Downloads
Looking to increase engagement even when customers are not physically present? Consider using a QR code to encourage customers to download an app that incorporates mobile marketing messages and personalized content. In-store posted QR codes can redirect consumers to their phones’ app store, where they can download a retailer's app, driving interaction beyond the physical experience.
Encourage Feedback
Online reviews are a vital factor in driving customers and revenue. 90% of customers look at online reviews before making a purchase. Having a way for customers to leave feedback easily without digging through the internet will give businesses a leg up.
Offer a feedback option through QR code, making it easy for customers to scan, leave a review, and move on. Additionally, having a link back on the receipt or an email sent post-purchase encouraged customers to leave feedback on their retail experience, making it easy for customers to share their valuable thoughts and opinions.
Businesses must be doing all they can to deliver the most well-rounded, engaging customer experience, starting with phygital marketing.
About The Author
Sharat Potharaju is the Co-founder and CEO of Beaconstac, responsible for crafting the overall strategy and execution. Sharat is dedicated to achieving Beaconstac’s vision to enable digital connection with every physical object and place on the planet. Before his entrepreneurial career, Sharat spent a few years working in investment banking at Merrill Lynch in New York. Sharat holds a Master’s in Engineering Management from Duke University and a bachelor’s degree in engineering from the Indian Institute of Technology (IIT) Madras.