Cloud-based customer experience (CX) optimizer, InMoment, has revealed in its 2016 Retail Industry Report, that sales in brick-and-mortar stores increased four times when visiting customers interacted with the sales staff and also visited the store website from within the store. The sales increased 2.2 times when the visiting customers visited the company website from within the store, but they increased only two times when the visiting customer received assistance from the retail staff.
“Despite fears that brick-and-mortar buying might lose its relevance, in-person shopping has transformed into an Omni Channel opportunity to sell more, and deepen customer relationships,” says Dr Paul Warner, Vice-President, Consumer and Employee Insights, InMoment.
The report, based on a feedback from 25,000 consumers from across North America, studied the in-store and post-purchase consumer experiences. The report also found that the visiting customers spent about 1.2 times more if they visited some other brand’s website, while they were in the store.
Out of the people who visited the store website while in the store, 72% were below the age of 44 and 26.1% were in the age-group of 35-44 years. People in the 18-24 years’ age-group were two times more likely to visit the store website before they visited the store.
The survey also revealed that customers were likely to spend 3.9 times more on technology and entertainment, if they interacted with the staff. Retailers for fashion goods found a 2.5 times increase in spending, if the customer interacted with the staff and also visited the competitor’s website.
Dr Warner explains: “For brands, it’s not about choosing one channel over the other, but rather leveraging each for their unique strengths. Online storefronts can showcase selection, while your people can provide personalized care. It’s this combination of the human and the digital that increases conversions as well as overall brand loyalty.”