ARTICLE 1 FROM VOLUME 4:
RE-ENGAGING CUSTOMERS AT HOME TO WANT IN-STORE EXPERIENCES AGAIN
New contactless customer engagement needed AT-HOME and IN-STORE to rebuild store traffic.
Before the pandemic, brick and mortar retailers had mastered omnichannel, or BOPIS (Buy Online Pick Up In Store) so that customers could click on an item online at home, and pick it up at a local store later that day (also known as ‘click and collect’). Click and collect has now been expanded during the pandemic to arrange for contactless curbside pickup, a wonderful development for brick and mortar stores and their customers. Leaders in click and collect like Target have now been joined by most national-level retail chains, with smaller players rapidly following due to the pandemic.
Now that the end of the pandemic is in sight, how can brick and mortar retailers further re-create digital contactless customer engagement in an efficient, safe manner for their local customers? The immersive and ever-present smart phone can provide the solution, if it is properly tied to favorite local stores. Our Brand Media ID solution provides just that, with feeds from store associates and the retailer and brand teams supporting them, proving daily updates about favorite products and their uses, editorial about why a particular product is so great, store sales of favorite brands, information about store events and concierge-level services like holiday gift wrapping, etc. Most important, these immersive smart phone mobile app experiences can occur both AT-HOME and IN-STORE, meaning that a customer can be re-engaged by local brick and mortar retailers while sitting on her couch at home.
Put another way, the Brand Media ID Social Retail continues the evolution of Experiential Retail by making it less physical in stores and more digital and contactless – helping to re-build person-to-person relationships for in-store shopping. What to expect in the ongoing evolution of Experiential Retail after the pandemic is discussed in the next article.
Thank you for your interest, and please STAY TUNED for our next blog article in Brand Media ID Volume 4. 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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