Shopping within a store and shopping on the internet via a desktop or a mobile are two very different experiences. Many people enjoy the ease of online shopping, where products can be bought from the comfort of one’s own home and delivered a day or two later. Some people also say that they like online shopping because they can be more focused; they can search for what they want and buy just that, rather than being tempted by other goods which catch their eye, as frequently happens in stores. Certainly, eCommerce has exploded over the last decade and, unfortunately, the high street has seen physical sales drop as a result. Despite them being very different channels then, it may be worth retailers considering which aspects of online shopping can be converted into the world of offline world. Many designers are claiming that a shift in retail design could be all it takes to get people off their sofas and back to the high street.
One thing which consumers frequently say that they like about online shopping is the amount of information available. With one click they can find out all they need to know about a product, from materials to customer reviews to other colour or sizing options. It is this sort of information that is often missing in a store, and customers can tire of having to ask ‘do you have this in any other sizes?’ or debating with themselves over how long it will last before falling apart. Introducing dynamic, interactive displays in store could help bring this information to the high street. Retailers should also consider how they can use their space to create something exciting to draw the crowds in. Pop-up spaces could be erected where experts or promoters could interact with shoppers through product demonstrations or informative talks.
Another big perk of online shopping versus offline is the ease involved in the checkout process. The long queues, sore feet and rude shop assistants are all things which many consumers can do without, so shop owners should consider digital payment methods when planning their retail design. Self-scanners or mobile payment options can help to reduce queues and improve customer satisfaction. Finally, people enjoy the social media influence in online shopping. Sharing what they have bought with others and entering competitions via Facebook are now common activities on the web. Customers will enjoy shopping more in store if they have the option to participate in the same sort of things. Have customers enter a competition on Twitter to win something there and then, or encourage them to check in at your shop to receive some special discounts.
By making these changes to retail design, owners can make the whole shopping experience feel digital and modern, while still encouraging actual footfall.
[author ]Adam has been writing articles for a number of years now with great success in many different industry sectors[/author]