{"id":46344,"date":"2021-01-22T18:22:18","date_gmt":"2021-01-23T02:22:18","guid":{"rendered":"\/us\/en\/blog\/?p=46344"},"modified":"2024-07-25T22:04:00","modified_gmt":"2024-07-26T05:04:00","slug":"kicked-to-the-curbside-how-retailers-can-win-the-next-shopping-evolution","status":"publish","type":"post","link":"\/us\/en\/blog\/kicked-to-the-curbside-how-retailers-can-win-the-next-shopping-evolution\/","title":{"rendered":"Kicked to the curb(side): how retailers can win the next shopping evolution"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Stalled supply chains, a shift from store aisles to curbside lanes\u2014there\u2019s no question that retailers have been thrown for a loop this last year. But as the old saying goes, the more things change, the more they stay the same. Though it might seem that the demands of the COVID-19 pandemic have upended shopping as we long knew it, the objectives haven\u2019t changed. What is different is what retailers need to do to win the loyalty race\u2014maintain and attract new customers\u2014in this \u201cnew current\u201d in 2021.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Very little about people\u2019s retail activities look the same as they did just a year ago. For example, location matters\u2014but not in the way it used to. High-traffic shopping locations such as\u00a0<\/span><a href=\"https:\/\/footwearnews.com\/2020\/business\/retail\/outlet-malls-shopping-safety-1203069806\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">indoor malls are on the decline<\/span><\/a><span style=\"font-weight: 400;\"> as many consumers avoid enclosed spaces, while open-air outlet malls aren\u2019t experiencing the same hit.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The pandemic had a profound effect on just about every aspect of how people shop. Among the shifts in retail patterns, a\u00a0<\/span><a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/meet-the-next-normal-consumer\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">recent report by McKinsey<\/span><\/a><span style=\"font-weight: 400;\"> noted the following trends:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A surge in online purchasing\u2014with a 195% increase in curbside by mid-2020<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Greater spend per cart but reduced frequency of shopping trips<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Shift to buying from stores closer to consumers\u2019 homes<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Consumers are also spending less overall, and they\u2019re expected to keep cutting back for the foreseeable future. McKinsey predicts a 12% decrease in private consumption in the U.S., with spending not expected to rebound until 2023-24.<\/span><\/p>\n<h2><b>The frustrating state of shopping<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">For retailers, the ultimate objective\u2014winning sales over competitors and increasing the value of customers\u2019 shopping carts\u2014is the same as it has always been. This means an ongoing focus on ensuring inventory supply visibility, creating more convenient shopping experiences, and enabling staff to better communicate expectations on delivery and customer needs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But stores will have to meet these goals amid new and evolving challenges, including delivering on these objectives consistently across established and emerging sales channels.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So far, retailers aren\u2019t doing so well. According to RingCentral\u2019s recent <\/span><a href=\"https:\/\/www.ringcentral.com\/shopper-employee-communications-research-report.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Connected shopper and employee communications report<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">87% of retail associates say they\u2019re not properly equipped to connect with customers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">58% of shoppers report longer-than-expected wait times when shopping<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">41% of shoppers report feelings of frustration when purchasing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">18% of shoppers report feelings of anger<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><\/p>\n<section class=\"show-demo\">\n<div class=\"title\">\n\t\t\tConnected shopper &amp; employee communications report\t\t<\/div>\n<div class=\"flex-container button-container {{ $description ?: 'spacing' }}\">\n<div class=\"flex-container description\">\n<div>\n\t\t\t\t\tResearch on the critical disconnects between customers and retailers\u2014and what businesses can do to maintain sales and grow long-term loyalty.\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"button-wrapper\">\n                                            <button onclick=\"window.open('https:\/\/www.ringcentral.com\/shopper-employee-communications-research-report.html', '_blank'); return false;\" class=\"show-demo-button\" data-dl-name=\"show-demo\" data-dl-element=\"button\" data-dl-additional-info=\"show demo button\" data-no-auto-dl=\"true\">Learn more<\/button>\n                                    <\/div>\n<\/p><\/div>\n<\/section>\n<p>\t<\/span><\/p>\n<h2><b>Successfully pivoting retail during the pandemic\u2014and beyond<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">These results highlight that there is a lot of work to be done in order for retailers to win the hearts (and, more importantly, the wallets) of consumers. The answer to doing so lies at the confluence of operations and technology, including leveraging these critical tactics.<\/span><\/p>\n<h2><b>Mobile for better in-person shopping experiences<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Optimizing mobile is about much more than providing optimal e-commerce experiences for shoppers making purchases from at home on their couch. Retailers can also leverage the power of mobile to improve the efficiency and convenience of in-store shopping\u2014and even drive greater value from store visits.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, providing floor employees with mobile devices may be the key to preventing the dreaded scenario where a customer leaves the store without buying because the item they want is out of stock. When that happens, everyone loses: the customer is disappointed and the retailer loses a sale. But if employees have the tools to immediately order the item to be sent directly to a customer\u2019s home, the sale is made and the customer gets what they want without having to come back another or buy from a competitor.<\/span><\/p>\n<h2><b>Streamlining workflows and improving visibility<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">New channels for delivering customer service and purchasing are a boon for retailers and customers alike, but only in theory. In reality, when curbside shopping or online shopping experiences are not as smooth or convenient as customers expect, retailers run the risk of creating frustrations, delays, and even lost sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider the steps involved in completing a curbside order. In an ideal world, curbside execution is a 9-step process starting with the placement of an order and ending with a delighted customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But disconnected workflows and poor visibility can hamper every step of the process, from a location accepting an order with insufficient inventory to fulfill it, to a customer waiting in the car because they can\u2019t easily let the store know they\u2019ve arrived to pick up their purchase. In order to overcome these vulnerabilities, retailers must carefully review all aspects of their service workflows and ensure that they have the right communication and collaboration tools in place to eliminate bottlenecks and seamlessly complete every action involved in fulfilling customer orders.<\/span><\/p>\n<h2><b>Sell from anywhere<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Floor staff are one of a retailer\u2019s best assets due to the firsthand knowledge they accumulate interacting with customers and products. Call center agents, on the other hand, are social media forward and can have multi-channel conversations to enable meeting the customer where they choose to engage, assisting the store associate in a unique way. Ideally, remote service delivery models would leverage all of these attributes so that customers can easily get all the information they need to make a purchase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.ringcentral.com\/office\/industry-solutions\/retail-business-cloud-phone-systems.html\" target=\"_blank\" rel=\"noopener noreferrer\">Cloud-based communications<\/a> may enable retailers to have the best of both worlds, supporting creative, distributed service models that go beyond traditional centralized call centers\u2014for example, routing product queries to store staff who have the access and expertise to handle such questions.<\/span><\/p>\n<h3><b>Winning the next evolution of shopping<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The changes unleashed on the retail sector in 2020 will persist for some time, creating new challenges and pressures for stores. There\u2019s never been a more critical time for retailers to revisit existing channels and processes, leveraging digital transformation to optimize service delivery.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To learn more about the critical disconnects that have opened up between customers and retailers\u2014and what businesses can do to maintain sales and grow long-term loyalty\u2014<\/span><a href=\"https:\/\/www.ringcentral.com\/shopper-employee-communications-research-report.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">download the RingCentral Research Retail 2020 Connected Shopper and Employee Communications Report now<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Stalled supply chains, a shift from store aisles to curbside lanes\u2014there\u2019s no question that retailers have been thrown for a loop this last year. But as the old saying goes, the more things change, the more they stay the same. Though it might seem that the demands of the COVID-19 pandemic have upended shopping as &#8230;<\/p>\n","protected":false},"author":29,"featured_media":46346,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18670],"tags":[743,12155,833,5105],"class_list":["post-46344","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail","tag-customer-experience","tag-digital-transformation","tag-online-shopping","tag-retail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Kicked to the curb(side): how retailers can win the next shopping evolution | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Discover how curbside retailers leverage digital transformation, such as cloud communications, to cope up with the demands of 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