[Dossier] the 7 challenges of store digitization

Defining customer journeys by adopting a digital culture to serve store needs

This is a two-pronged challenge as it is important to not create a digital journey just for the sake of having one. Instead, the challenge is to create a digital culture that is adapted to the brand’s needs and uses. The idea is to develop a digital area that enriches and improves the customer’s journey, one that is seamlessly integrated with a more traditional customer journey.

Transforming marketing and commercial strategies by integrating digital tools

The use of digital tools can really enhance marketing and sales strategies, reaching a wider population of consumers. These digital tools can also personalize marketing strategies based on customer, depending on their cross-channel use and general customer journeys. For example, a brand can create discount coupons available via mobile devices, personalized marketing emails targeting a customer’s direct needs, and customized, targeted advertising.

Bringing the customer to the store

The challenge here is to guide an initially digital customer to come into the physical store to finalize a purchase (web-to-store). This is a way to provide an optimal customer service experience as well as potentially generate more sales. However, it can only be done in an organic fashion, and the customer must never feel forced to change the course of his or her journey. This requires that the brand has a vast knowledge of the customer, and the ability to analyze customer data effectively.

Making technology accessible by in-store sales staff

In-store sales staff need to be given access to the digital tools available, and trained how to use them effectively, so that the customer’s digital shopping experience can be effectively integrated with the in-store experience. These tools will allow sales staff to fully understand each customer’s needs and requests, and provide them with the most optimal service in-store.

Assisting a customer in the store

Digital tools, as well as trained sales staff, need to be in place to serve the customer along their journey by providing assistance and advice. This can be in the form of strategically placed tablets or terminals, or even mobile phones with GPS navigation. The idea is to ensure that the customer’s shopping journey is always enjoyable, informative, and fast.

Guaranteeing cross-channel cohesion

Multiple cross-channel interactions between customers and a brand can create a tracking nightmare, so in order to ensure cohesive actions with a customer, all interactions and information must be centralized and easily accessible by marketing and sales teams.

Measuring the effectiveness of digital tools

When defining a brand’s digital objectives as per the first challenge listed, a brand must also define the methods they will use to measure the effectiveness of their tools. This is an important part of making sure that the digitization methods are working according to plan and are having a positive effect on both customers and investment. These measurements can be made via different types of operational or customer satisfaction indicators.