In-Store Experience Customers Need To See

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Despite the onslaught by online shopping during the pandemic, in-store shopping is still going strong. According to Statista, about 60% of consumers visited brick and mortar stores by April 2021.

That means retailers have to find a way to improve the retail customer experience and build on customer loyalty.

Since shoppers can shop across various online platforms, you have to figure out how to shrug off the competitors. As a retailer, your goal is to provide a unique customer shopping experience they won’t get from online shopping.

Read on for a retail concept that will enhance the customer experience (CX), ensuring a steady army of loyal customers.

1. A Fusion between Retail and Entertainment

Retailtainment is one of the most effective alternatives to improve customer engagement. It refers to fusing entertainment and retail to grab customers’ attention.

Sometimes it can go as far as bringing in celebrities to sign autographs. The result could mean customers showing up for the entertainment and might end up buying items from your store.

The retail industry should capitalize on retailtainment to stand out. Entice customers to come in and check out what you have going in your store. Then your sales reps can meet them and close some deals.

2. Digital signage

It is one of the novel trends of applying display technology. Digital signage displays LED walls and LCD monitors to convey dynamic and vivid images around the store.

Digital signage is not entirely about advertising, though. You can utilize it to feature or share insights about a product or service. Moreover, it can display explanations about the product’s value to influence the customer purchase decision.

Further, use the displays to share interesting social media feeds, emergency alerts and entertain customers.   

3. Omnichannel approach

Omnichannel shopping involves exploring and diversifying retail points, such as curbside pickup and in-store pickups after online purchase. These prove the best middle ground for appeasing the online and retail stores shoppers.

This takes convenience to the next level as customers can inspect the goods before purchasing. That could be anything from shipping the item to their homes or picking it up at the store.

Omnichannel retailers can navigate this successfully by keeping tabs on switching devices and platforms while providing a seamless experience. It’s essential to meet customer expectations by ensuring they can get their goods from wherever they are.

4. Store safety

Store safety has never been in sharper focus than during the pandemic. While this led to a mass exodus to online shopping, in-store shopping is like a breath of fresh air.

However, customers are increasingly fixated on disease prevention, so they need to feel they’re in a safe, infection-free environment.

Following local, state, and federal guidelines on disease prevention is a good start. That involves keeping the store clean, disinfecting regularly, and ensuring proper ventilation.

In addition, install cleaning points where shoppers can wash hands and place sanitizers in strategic locations.

5. Themed Shopping

Once in a while, customers look forward to themed in-store shopping experiences to get in the spirit of the moment.

For instance, you can mark public holidays like Independence Day or Thanksgiving by adapting the store layout with similarly-themed decor.

Similarly, mark the changes in seasons by creating seasonal shopping products and services to take advantage of the seasonal rush.  

Doing so breeds a great customer experience as they can easily grab items to use while commemorating these events.

Moreover, optimize your online content using seasonal marketing strategies. That way, your store will pop up in recommendations for businesses with particular products at certain times.

Amplify the marketing reach by communicating your themed collections on social media platforms like Instagram and Twitter.

6. Personal Assistance

However great online shopping can get, it can’t beat the assistance shoppers can’t get from interactions with knowledgeable store staff. Visitors’ support from physical stores is hands-down better than reading reviews online.

Experienced salespeople help customers make the right purchasing decision from a single consultation. Most customers prefer to interact with salespeople to read their expressions when selling products.

It boosts the retail customers’ experience by adding the human touch to the buying process.

7. Convenient Checkout

It’s safe to say most customers would prefer not to stand in queues. Long queues water down the shopping experience and will likely lead to customers abandoning their purchases.

Having enough cashiers at checkout or implementing app-oriented checkout are convenient alternatives. It would speed up the checkout process and positively enhance the retail experience.


While online shopping grew by 57% in 2020, in-store shopping is not quite dead yet. If anything, more than 60% of all shoppers did their shopping in physical stores by April 2021.

You can keep attracting customers by implementing seasonal promotions and store décor or following an omnichannel sales approach. Additionally, include retailtainment or digital signage to pull in the crowds.

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