Omnichannel
3 signs your retail hybrid experience is broken and how to fix it
Jesus Ramirez, VP of strategy and innovation at Tall Wave, explains that when it comes to a hybrid retail experience, customers just want to feel like they're buying from the same brand and getting the same level of value, no matter which format they use.
April 7, 2021 by Jesus Ramirez
This past year has impacted everyone and every industry, particularly retail. We're thankfully now seeing signs of improvement, but there's no doubt that consumer expectations have changed throughout this time and will have a lingering impact post-pandemic. So as stores reopen and physical retail picks back up to its pre-COVID-19 pace, it's time to re-examine the hybrid retail experience.
Specifically, brands need to ask themselves whether they're innovating for the new normal and digitized future that requires bringing online and offline experiences together. Here are signs you may need to improve the cohesion between the two — and how to get started.
1. Your visuals and messaging are different
For many organizations, branding guidelines are often set and strategized by the corporate team and then referenced by different teams who use the guidelines to inform message, design, marketing and development strategies. For instance, one team may be responsible for the website and e-commerce experience while a different group entirely develops the in-store experience, which may include store graphics, copy and signage. Inconsistencies from this disjointed approach may not have been as widely noticed before. But now, customers are expecting a more seamless hybrid experience and picking up on these differences.
For example, consider how your associates greet your customers in-person. This should resemble the greeting customers get through your digital experience (e.g. your app or website homepage). But remember, the two don't need to be identical. As a brand, you still need to account for different contexts and the purpose of each customer touchpoint, while keeping the overarching personality and "feeling" of the experience consistent. So make sure your team members are being trained on brand messaging and guidelines, and have a deep understanding of your core values (and how they translate into customer interactions).
2. You're trying to make the in-store experience exactly the same as the virtual experience
There's a diminishing return on trying to force-fit what works in an in-person environment into a virtual one (and vice versa). It's been said that "Customers don't expect a virtual experience to be like an in-person one — nor do they want it to be" (and the same is true in reverse). Therefore, it's good to offer complementary but discrete shopping experiences that reinforce your brand and make the best use of technology in both mediums. You don't need to create parallel experiences, just consistent ones.
So, what does that actually look like? We like to think of it as creating micro experiences that span the physical and digital environments. For instance, let's say your retail store is known for the immersive smell of your brand's signature scent. When customers walk up to the storefront, the scent is subtle but recognizable and present throughout the store.
While you can't spritz your website like you can a physical store, you can unify your physical and virtual experiences by including an item that carries this same scent in every online order, such as a candle or a scented postcard. Customers may not consciously recognize the scent, but it likely will anchor the two environments, grounding the customer to your brand and giving them a sense of familiarity and security. A physical indicator every time you go into a store or to a brand's website should create the same reaction in the customer, even though it's adapted for the medium it's in.
3. Your in-store experience isn't as easy to navigate as your digital one
Sometimes, websites end up a lot more streamlined and intuitive than brick-and-mortar stores do, simply because of the nature of each experience. But people still enjoy in-person shopping, so it's important to elevate the ease of navigating your physical store. One thing you can do on this front is to ensure you're offering the same level of education and communication in your store as you do digitally.
You could also consider offering free WiFi and live chat options in stores so customers can get the same level of service (and speed) they get online. The point is to learn what your buyers like about their e-commerce experience with your brand, and see if any aspects (tech or otherwise) could be adapted to make sense in the physical environment.
When it comes to your hybrid retail experience, customers really just want to feel like they're buying from the same brand and getting the same level of value, no matter which format they use. Maintain consistency, while respecting the differences of the mediums, use tech in both experiences when applicable and create micro experiences that make customers feel grounded.
When you've done all that, your buyers are sure to feel the cohesion of your brand and all that it stands for no matter where they shop. And better yet, they'll be even more likely to keep coming back for more.
Jesus Ramirez is VP of strategy and innovation at Tall Wave
About Jesus Ramirez
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