Retail Observer

MAY 2018 RETAILOBSERVER.COM 51 associates check out customers from anywhere in the store, thus keeping customers engaged with them until the moment they leave. Another option is to let your customers check out with their own phones. More and more retailers will be trying out this out in 2018. • The takeaway: if consumers find technology completely absent in their in-store experience, they may assume you are an antiquated retailer with out-of-date products! • Get talking— Artificial Intelligence and bots made headlines in 2017 but the real disruptor in 2018 is voice, with the rise of Amazon Echo and Google Home and voice commands incorporated into digital devices and all kinds of consumer products, including TV remotes and home appliances. Retailers are scrambling to keep up with consumers who increasingly expect to use voice commands for virtual assistants when shopping both online and in-store. What if customers could walk into your store and ask an app on their device where to find a particular product, instead of having to wander around or look for a sales associate? People are used to asking Siri for help on their iPhones. Think about adding a similar feature to your store. • Get real— Online shopping is a solitary activity. It can't bring people together. So humanize the shopping experience to draw people into your store, and let them connect face-to- face at social events, at "retailtainment" events, and at workshops. Make your store a place they want to visit and spend time. Make it easy to shop, with wide aisles and clear, attractive signage. Offer complimentary beverages (even food for lengthy shopping sessions), comfortable seating (massage chairs, anyone?), entertainment, a children's play area. Think about what the web can't offer them – and do that! Do what works for you, to connect with your shoppers and connect them to their community. • Think local— Sears is closing stores and others chains have already exited the market, the latest victims of the "retail apocalypse". Pundits attribute much of this demise to the increasing dominance of ecommerce giants like Amazon. So how do independents like you push back? Look on the bright side. As the big chains fall by the wayside, you have an opportunity fill the gap. To sidestep the ecommerce juggernaut, you have to keep it personal, and local. Make your store an integral part of your local community, a place where customers rely on you and your staff to solve their problems. No ecommerce site can do that for them. • Think value— The independents who are thriving and will continue to thrive in today's challenging market know that adding value throughout the shopping journey is the secret sauce for creating loyal, repeat customers. This can range from designers and design software in furniture stores, expert installers at appliance and electronic stores, to free shipping, same- or next-day delivery, carry-out service, no-hassle returns, free parking, gift wrapping, discount cards and follow-up thank-you emails. The possibilities are endless and endlessly worthwhile. • Get creative— Since most shopping journeys start online where price comparison is easy, price is important. Your competitors are no longer just other retailers. Vendors are selling direct, squeezing margins for everyone, so it's essential to find more, creative ways to generate extra income. Think about adding complimentary and/or connectivity products to your main product lines, such as small security cameras for the home, or wall décor frames. Turn your expensive storefront real estate into a learning centre offering workshops, tutorials, outings and the like. If you can find ways to charge for services, all the better. Ultimately, it's the total experience that counts. When Best Buy's new immersive Experience Store opened in downtown Montreal this past December, shoppers were disappointed with the in-store service and lack of knowledgeable staff, and it unleashed a flood of negative online reviews. The lesson is clear. Even in our digital world, consumers still expect excellent service from real live product experts when they walk into an actual store. The next chapter in retail can be your chapter if you stay on top of latest trends and innovations without neglecting the basics. Know exactly who your customers are and treat each segment appropriately. Remember: the customer is king; treating your customers well is still the key to success. Jeannine Ghaleb — President & Chief Operating Officer, at Cantrex Nationwide RO

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