Brick-and-mortar stores still account for 80% of all transactions in retail, but Sarah Jarvis, Eagle Eye’s Communications and Propositions Director and the co-author of the second edition of Omnichannel Retail: How to Build Winning Stores in a Digital World, argues that many in-store customer journeys still have an enormous amount of untapped potential. And an inability to take advantage of this potential opens the door for competitors.
In this interview with Retail TouchPoints, Sarah speaks with reporter Nicole Silberstein about adding value to the in-store journey and creating customer experiences that fuel loyalty. In particular, she calls for retailers to remember the “digital imperative” to create meaningful connections with consumers via multiple channels.
Readers can learn how physical stores fit into the loyalty equation through transactional benefits and long-term loyalty led by advanced personalization. Sarah also shares several examples, such as Target and Woolworths, to illustrate how some brands are taking the initiative and achieving remarkable success.
In this Q&A, readers can learn what it means to transform physical stores to meet the demands of the digital world and their customers through enhanced personalization techniques, such as integrated in-store mobile tech.
Find out more in Exclusive Q&A: Stores Should Become a 'Digital Mosaic of Attraction'.