How offline experiences can boost online sales
Nowadays we all have a telephone at our disposal. So far, that it has almost become an extension of our body. How can this fill in the gap of the downfall of brick and mortar?
Surviving in an ecosystem of rapidly changing consumer expectations.
More and more shops disappear in the shopping streets, empty spaces making the offline shopping experience less attractive. Yet retail isn't dead, but retailers who don't make correct use of their offline sales channels can't survive in an eco-system of rapidly changing consumer expectations
Everyone with an internet connection recognises the pressures e-commerce puts on retailers and is seeing these changes, as well. Younger individuals obviously prefer online shopping more often than older individuals do. The distinction, however, is smaller than critics of brick-and-mortar might anticipate. According to research, 55.1% of individuals ages 17 to 34 prefer to shop online, whereas 57.5% of individuals more older than 34 favour shopping in physical areas.
However, studies show that merchants who perform best on consumer satisfaction are those with physical locations. In fact, we found that the "largest portion of top-performing merchants... make 50% to 75% of their sales in-store versus online." And while the preference for digital shopping will continue, nearly two-thirds of consumers say they will return to stores within three months as the pandemic eases, according to the 451 Research report.
Physical retailers can take inspiration from the "experience economy" by connecting the online world with virtual. In the offline world we have access to the online world, and we should make more use of it.
Why are shop windows not linked to your shop's online environment?
Unlocking personalised online experiences.
Retailers can use AR to educate, unlock limited details or place the right products on the right shelves. For instance, to match customers' preferences and enhance their in-store experience. AR technology allows showcasing personal products or information on shelves according to the formulated consumer data. Educate consumers by bringing products to life by showcasing more in-depth information about the product.
A recent survey showed that 29% of consumers would prefer to use AR to view the product before they purchase it. The technology places virtual objects in the real world and retailers can use this feature to let customers have a try-and-buy experience. Making it possible to tap into the consumer needs fast without the need to build or renovate a store but making use of the empty store spaces and creating an experience online. Resulting in sales without using the classical full brick and mortar space.
Bring products to life to educate your consumers in a fun and interactive way.
Opportunities
Shopping decisions are firmly associated with emotions other than logic. The brighter emotions individuals feel when they associated with a product, the more they need to feel these emotions in the future. It encourages customers to purchase those items which they associate with positive feelings. Augmented reality can give customers an exceptional shopping experience they want over and over.
People are more likely to buy products they’re used to. It means that if customers had enough time to interact with an item, get assured that it’s entirely suitable for their environment, and visualise possessing this product, there are more chances they will make a purchase.
It’s like playing with a little puppy. After spending time with a cute dog, you want nothing but to take it home. When customers feel connected to a certain item, they’re sensitive to purchasing this product. Due to visualisation and interaction capabilities, augmented reality can encourage shoppers to buy a product.
Create interactive environments
Unlocking products
Unlock special editions through GEO location
Location-based Augmented Reality technology means that unlike the typical marker-based AR features – like image tracking and object tracking, Geo AR does not need a physical mark to trigger the AR experience. The AR is attached to and appears at specifically defined locations.
Making it possible to attract consumers to a specific place and rewarding them with a unique experience, creating a hype and UGC.
Best practices
The Air Max has always been a pivotal part of street culture. So, to launch the new models in Brazil, AKQA São Paulo put them on the feet of those who most represent the streets: the graffiti characters of São Paulo.
It invited artists to update their own existing characters with the new sneakers - and the only way to get them on a limited pre-sale was to visit the artwork, access Nike.com and unlock the purchase through geolocation. The Air Max Graffiti Stores transformed the city walls into Nike Stores, turning the brand’s e-commerce into a cultural experience.
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