AMAZON IS COMING. SHOULD YOU BE AFRAID?
Despite the growing trend towards online shopping, in-store experiences that allow brands to physically engage their consumers are more important than ever.
There’s no avoiding the fact that online shopping is on the rise. So much so, that even Amazon has its sights set on bringing one of their data centres to South Africa. With more and more consumers turning to their mobile phones to research and purchase products, will in-store shopping become a thing of the past? In short, the answer to this question is categorically “no”. Although it may seem contradictory, the rise of online shopping has in fact made in-person experiences even more valuable than ever before.
While online channels may deliver on convenience and efficiency, in-store retail allows brands the opportunity to truly connect with their consumers through a 360-degree experience that engages all the senses. The physical in-store experiences complement the more transactional digital efforts with unique, personal interactions that truly make a lasting impression.
Experiential marketing also means that brands can connect with consumers on an individual level, in a way that digital marketing can’t. That’s why creating innovative in-store experiences that are both exciting and unique are vital in today’s competitive environment. Whether it’s through fantastic customer service, a great atmosphere, insightful product information, or cutting edge in-store technology, creating a shopping environment that offers added value to your customer not only gives you an edge over competitors but also gives your customers a persuasive reason to visit your store instead of shopping online.