Insights: Making the In-Store Experience Count

By Molly Glover Gallatin, Gigwalk



According to Forrester Research, U.S. e-retail sales are expected to grow from $263 billion in 2013 to $414 billion in 2018, a compound annual growth rate of 9.5%. While a fuss has been made about the increase in online spending, statistics show that more than three quarters of retail transactions are still made in-store.



Brick-and-mortar retail will continue to be the backbone of American commerce, however, bold moves must be made if traditional retailers are to keep pace with the growth of online spending.



Here are a few simple tactics that brick-and-mortar retailers can employ to improve the in-store experience for shoppers and remain competitive in the wake of e-commerce’s rapid growth:



Make it worth their while

In the past few years, the practice of “showrooming” has increasingly become an issue for traditional brick-and-mortar retailers. With massive e-commerce sites offering outlandish price cuts and an overabundance of information at consumers’ fingertips, it can be difficult for traditional retailers to keep pace, and match online shopping benefits. As such, getting consumers into the stores themselves is a bigger priority than ever before. Retailers should ensure that their online and in-store offerings are the same so that customers can get the best price possible no matter where they chose to shop.



Also, consider offering in-store benefits such as prices that are lower than the online offerings on days OTHER than Black Friday. Get creative with your pricing structure and think big picture when it comes to deals and discounts. Focus on making it worth your customer’s time to shop with you and you’ll go a long way towards securing that in-store sale.



Make it easy to cross the finish line

A consistent message heard from consumers across the board is that the shopping crowds pre and post-Christmas can make the experience unbearable. Whether it’s the huge crowds formed around in-store displays for the hottest holiday gifts, or the endless lines at customer service for those pesky returns, the increase in sales in December and January means more customers are visiting your store.



Look to your challenges during the same time last year: where were the bottlenecks? Did you have enough check stands open? Were there certain displays that were more popular than others? Learn from past mistakes and focus your 2015 layout on being as efficient as possible.



Ensure you not only have enough check stands open during your busiest hours, but ensure there is enough directional signage around a store to prevent your customers from getting frustrated. A happy customer is more likely to spend more money – do your part to ensure they stay positive and enjoy that in-store experience.



Make the customer #1

This may seems like the most obvious tip, but often times it’s the last one to be addressed. While competitive pricing and streamlined layouts will go a long way towards improving sales, making the customer feel like they’re number one will help you establish an ongoing relationship well beyond the holiday season. Hire extra staff and ensure they know their role and responsibilities.



While it’s easy for retail employees to feel overwhelmed throughout the season, remind your team that ultimately they are there to serve the customer. If hiring additional staff isn’t in the budget, find ways to modify the schedule so you have more employees on the floor during your busiest hours. At the end of the day, customers are what keep a business running. Focus your attention on them and their needs, and you’ll set your retail business up for success.



Sales in the second half of Q4 will represent nearly 20% of the U.S. retail industry’s total annual sales, meaning that you’ll be processing 1/5 of your annual sales in just one or two months. Retailers are expected to handle this increase in volume while dealing with moody customers with short tempers and shallow pockets. Online shopping makes it easier than ever for consumers to avoid the long lines and stress associated with shopping’s busiest season, but statistics show that they still yearn for that great in-store experience. It’s up to retailers to make sure that in-store experience counts. The successful ones will ensure they’ve established strong relationships with their customers that will carry them well into 2015.



Molly Glover Gallatin is Gigwalk’s VP of marketing, bringing over 20 years of marketing experience to the team, as well as an expertise in working with high growth, early stage companies. Previously, Molly was the VP of marketing for Compass Labs, a social ads and insights platform [email protected] .