Managing COVID-19 adds great urgency for more digital tools in all aspects of brick and mortar retail

ARTICLE 3 FROM VOLUME 2:
MOBILE IS A SHOPPING GAME-CHANGER, FOR THE IN-STORE SHOPPING EXPERIENCE TOO

Managing COVID-19 adds great urgency for more digital tools in all aspects of brick and mortar retail.

Curbside pickup.  Contactless shopping and delivery.  Omnichannel.  Brick and Mortar retailers already reeling from the market share gains of online giants like Amazon, Wayfair, Walmart, and Target now have a new set of challenges due to COVID-19.  Just as retailers were embracing wonderful in-store Experiential Retail to keep customers visiting, the pandemic has created a potentially devastating problem of brick and mortar retail disengagement.  

Mobile Shopping capabilities combined with Social Commerce can present solutions to help mitigate these issues, and customers are now MORE likely to use their phones to keep engaged with retailers they love due to its inherent contactless nature.   They can use mobile for at-home product browsing, review of offers, omnichannel ordering and delivery, and learning about what’s new at their favorite retailer.  More specifically, for those brick and mortar retailers behind the curve on their digital transformation, Mobile Shopping + Social Retail can play a big catch-up role:

  • Store personnel can create new customer engagement experiences (CX) with a simple posting platform that creates a store-centric feed
  • These posts have a ‘recommended’ or endorsement quality that customers love to experience, as seen by the success of social influencers in today’s market
  • Users can specify which brands they love, and then delivered content to this person can focus on their favorite brands
  • New high-touch localized experiences can be highlighted by these store-centric posts, which are especially helpful to reconnect customers to retailers during the COVID-19 pandemic

The opportunity for multi-brand retailers, who still have huge market share but need to step up their retail game in 2020 and beyond to survive and thrive, is to embrace Social Retail and Mobile Shopping simultaneously.  With many of the low-cost but rich features that the Brand Media ID mobile app and social platform can provide, Experiential Retail can be further transformed digitally using smart phones – just what is needed during and after the COVID-19 pandemic.

Thank you for your interest, and please STAY TUNED for our first blog article in Brand Media ID Volume 3, a series of articles about retailing during the pandemic.  To make sure you see new articles, please FOLLOW Brand Media ID on Linked In or visit the Brand Media ID website and sign up for our email newsletter!

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Bryan Calkins