Over the past few years digital has dramatically changed the retail environment; linking consumers, devices and data for smarter shopping experiences. From the high street to online, in-store to mobile applications.
Influencing over 90% of retail sales, digital has the potential to revolutionise the flooring industry and transform how retailers operate and connect with consumers.
It can also improve operations, streamline processes and create greater efficiencies.
When effectively utilised, digital enriches the in-store experience by tailoring products to consumers’ personal requirements. It also supports sales and enhances brand connection by creating meaningful experiences that move consumers from transacting to conversing with brands.
As a result of the digital retail renaissance, a recent report on floor coverings said that in order for flooring retailers to survive it was imperative that they deliver a seamless consumer experience across all channels, to simultaneously provide the right service and product.
Specifically, retailers must develop an integrated strategy that aligns team members, physical space, processes, marketing and merchandising to meet consumer demands.
Therefore it has been suggested that a robust strategy must include:
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A strong vision of the desired consumer experience across all touchpoints |
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A nimble operating model that can adapt as the retail environment changes |
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A deep understanding of how to support the vision through inventive digital solutions and retail technologies such as playbooks, to operationalise the integrated strategy |
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Mobile must be extended beyond an online sales tool, to one that facilitates meaningful consumer connections |
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Align with consumers and not technology – flexibility is the key |
(Reference: Conlumino: Market Snapshot to 2018)