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Post-covid retail customer engagement
As the world emerges from the global pandemic, and brick and mortar businesses look at their prospects for growth, it is clear that the retail industry will need to react to long-term, or even permanent changes in consumer shopping habits.
In an article from August 2020, Forbes predicted that physical retailers will focus on a number of techniques to make the shopping experience more expedient. Product placement will change to make the most popular items highly accessible, allowing consumers to get in and out of the store quickly. Cash-less shopping technologies and more compact store-fronts will also contribute to a decline in the amount of time many consumers will spend browsing.
Consumer churn rates due to long lines at the till or fitting rooms will only magnify in an environment where customers will now be encouraged to shop more efficiently.
These trends will introduce a new challenge for frontline retail staff that have traditionally relied on customer engagement to increase sales. With brick and mortar brands making structural changes to move consumers in and out more quickly, the amount of time frontline employees have to communicate, upsell and assist customers will decrease significantly.
Customer engagement is often linked directly to mission critical KPIs like revenue per basket, high value items per basket, and customer loyalty. With less time to interface with consumers, retail staff will need to get more efficient with their operational task and be hyper-aware of customers that require assistance or engagement.
Consumer churn rates due to long lines at the till or fitting rooms will only magnify in an environment where customers will now be encouraged to shop more efficiently. Instant and authentic customer engagement will become paramount to limiting churn and building brand loyalty in this new retail shopping experience.
At Turnpike, we are providing global retailers with solutions that allow frontline workers to stay digitally connected and alert at all times, while working more efficiently. In a new world order where consumers spend significantly less time in-store, it will be critical for physical retailers to empower their frontline staff with intelligent tools that help them convert real-time engagement into top line revenue.
by Shawn Adamek, Chief Commercial Officer at Turnpike
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