{"id":5731,"date":"2019-06-10T10:00:23","date_gmt":"2019-06-10T09:00:23","guid":{"rendered":"\/gb\/en\/blog\/?p=5731"},"modified":"2023-01-16T17:07:39","modified_gmt":"2023-01-16T17:07:39","slug":"winning-stores-digital-world","status":"publish","type":"post","link":"\/gb\/en\/blog\/winning-stores-digital-world\/","title":{"rendered":"How to Build Winning Stores in a Digital World"},"content":{"rendered":"

We\u2019ve come a long way since the first online sales, whether via terminal-based services in the 1980s or browser-based ecommerce<\/a> transactions in the 1990s. But some would say retail has not come far enough. Considering online growth, a recent study<\/a> found almost 90% of UK shoppers use Amazon and 40% have access to its Prime subscription service. Meanwhile, the rate of store closures remain rates high and footfall dwindles.<\/p>\n\t

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\r\n\t\t\tCloud communications for small businesses<\/span>\r\n\t\t\t

Find out how RingCentral can help your business<\/h3>\r\n\t\t\t

Learn about how RingCentral can provide your business with a single communications platform.<\/p>\r\n\t\t\tLearn more<\/a>\r\n\r\n\t\t\t\t\t<\/div>\r\n\t<\/div>\r\n\t\n

Even so, headlines warning of a retail or store \u2018apocalypse\u2019 have led retailers to become distracted, chasing less profitable sales online. They have shifted focus away from stores as a key part of any retail formula. That\u2019s not to say that e-commerce isn\u2019t also now an essential part of this mix. Retailers have to follow the customer and offer a seamless, integrated and digitally-enabled experience wherever they are. But too often this experience doesn\u2019t reach physical sales spaces. While<\/span> Google has tracked<\/span><\/a> a 500% increase in \u2018near me\u2019 searches containing a variant of \u2018to buy,\u2019 we still rely on basic signage to find what we want in store. When our lives are digitally connected, it pays for retail, leisure and hospitality operators and brands to use this development to enhance not just the way we pay, but also the ways in which we shop.<\/span><\/p>\n

Establishing more meaningful connections and engagement with customers, irrespective of sales or marketing channel will drive success. But the industry capability to harness such digital enablement lags the opportunity.<\/i><\/b><\/p>\n

Using these connections to identify the best customers can help any customer-facing businesses gain insight on their preferences to infer how best to give them more of what they want. But also, how to do so profitably.<\/span><\/p>\n

To do this, retailers must learn from their online competitors, whose business model affords them unprecedented levels of insight on their customers\u2019 shopping journeys. The digitally enabled and data-driven.<\/span><\/p>\n

Retailers have to follow the customer and offer a seamless, integrated and digitally-enabled experience wherever they are. But too often this experience doesn\u2019t reach physical sales spaces. <\/a><\/span>Click To Tweet<\/a><\/span><\/blockquote>\n

The likes of Amazon use customers to refine their customer offer and business proposition. So should all retailers too. As my <\/span>Amazon<\/span><\/i> co-author Natalie has said, too many retailers are \u2018overstored and underperforming\u2019.<\/span><\/p>\n

The good news is stores aren\u2019t going anywhere. Some 90% of sales are still completed in-store. But a data-driven view across customer shopping journeys can help retailers ensure those that survive are fit for purpose.<\/i><\/b><\/p>\n

This means extending digital capabilities into stores via a mobile \u2018makeover\u2019 and augmenting them with a digital layer that is capable of providing relevant, contextual information, inspiration and convenience. Digital augmentation enhances customer experience<\/a> by marrying it with the power of location and immediacy as a proxy for relevance, and the store\u2019s ability to offer try-before-you-buy sensory selection and interaction.<\/span><\/p>\n

The ability to send customers a \u2018buy now\u2019 offer dependant on who and where they are, as well as what they bought, stock levels and even the time of day \u2013 even for home delivery \u2013 requires considerable orchestration.<\/span><\/p>\n\t

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\r\n\t\t\tCloud comms for retail<\/span>\r\n\t\t\t

Discover the benefits of cloud communications for retail<\/h3>\r\n\t\t\t

Learn about how RingCentral can provide your business with a single communications platform.<\/p>\r\n\t\t\tLearn more<\/a>\r\n\r\n\t\t\t\t\t<\/div>\r\n\t<\/div>\r\n\t\n

Those that achieve this, using more digitally enabled and data-driven customer engagement and insight \u2013 both in-store and online \u2013 are the ones that will win irrespective of sales or marketing channel in future.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

We\u2019ve come a long way since the first online sales, whether via terminal-based services in the 1980s or browser-based ecommerce transactions in the 1990s. But some would say retail has … Read more “How to Build Winning Stores in a Digital World”<\/span><\/a><\/p>\n","protected":false},"author":244,"featured_media":5737,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"acf":[],"yoast_head":"\nHow to Build Winning Stores in a Digital World | RingCentral UK Blog<\/title>\n<meta name=\"description\" content=\"Retailers have to follow the customer and offer a seamless, integrated and digitally-enabled experience wherever they are.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/winning-stores-digital-world\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"RingCentral Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" 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