As omnichannel retail continues to gain popularity, here are four ways for retailers to meet their customers’ changing expectations.

With the rise in omnichannel retailing, customers’ expectations around the shopping experience have shifted.  In a recent report, which revealed that 76% of shoppers now research purchases online before stepping into store, there is now a growing disparity between the physical and online experience of UK shoppers.  But, by using technologies to digitalise the in-store experience, retailers can better align their channels to meet customer expectations.

As the lines between digital and physical experiences are becoming increasingly blurred, the store must redefine its role within omni-channel shopping, adapting digital touch-points which deliver an integrated consumer journey.  By embracing the power of new digital display technologies, such as electronic shelf labels (ESLs), retailers can enhance the shopper experience at the point of purchase.

Consistency

With almost half of shoppers (46%) perceiving retailers’ pricing to be different online and in-store, ESLs enable retailers to display consistent pricing across their channels.  And, because in-store updates to prices can be made at the same speed as online – something which is not possible with traditional printed promotional materials – retailers can build shopper confidence that they are getting the best deal by displaying online or competitor pricing.  Similarly, as promotions can be rolled out in tandem with online offers, retailers can be more responsive, allowing consumers to benefit from promotions in near real-time.

Availability

ESLs also enable retailers to display real-time stock information so that customers can immediately see if an item is in-stock.  This immediacy of information means customers no longer have to waste time waiting for an assistant and can be directed to an alternative product.  

Knowledge

To satisfy customers’ thirst for knowledge, retailers can use ESLs to display richer content such as customer reviews, or direct people to their own  digital content through QR codes helping to improve product information available at the shelf edge.  With less time spent changing paper labels, store staff are more able to spend time advising and serving customers, keeping queues down and enhancing loyalty.

Personalisation

ESL integration with retailers’ apps, either by using QR codes or Bluetooth beacons, can deliver personalised promotions to shoppers – this individualised approach can drive engagement and loyalty amongst consumers.

With an armoury of digital display solutions available to them, retailers no longer need to operate their channels in silos; by bringing together their ecommerce offer into store at the shelf edge they can offer shoppers a consistent, ‘best of both worlds’ experience.  And by doing so, retailers will enhance the customer experience, increase operational efficiency and improve sales conversion rates and margins.

  • Andrew Dark, CEO of digital display solutions provider Displaydata