Using In-Store Digital To Create A Retail Destination (Part 1 of 2)

We all know that shoppers are more digitally engaged and are more comfortable with anytime-anywhere transactions. As a result, we will continue to see rapid acceleration in eCommerce and mCommerce sales for two primary reasons - frictionless 24/7/365 access to content via fixed in-store and mobility-based screens and an elevated research & purchase experience that has not quite found its way into the brick & mortar channel.

While brick & mortar sales will never be eclipsed by eComm and mComm, brick and mortar retailers must find ways to create more value for customers in-store. Value could come in the form of time-saving digital tools, access to product narrowing content at the shelf level or the delivery of gamified experiences to deepen the bond between shopper and brand. Without doubt, today’s evolved shopping behaviors and the growing cost to carry inventory inside stores necessitates a shift in strategy where the primary function of the retail store is no longer to simply provide a place in which to transact. Routine transactions are increasingly conducted online across a multitude of screens and locations. Retailers and brands must evolve TOGETHER, using their stores and their brand heritage to tell stories, personalize each customer’s basket and create loyalty by delivering exclusive shopping experiences on an individualized level. 

Many retailers have implemented eCommerce and/or mobile app strategies, but fewer have embraced the full potential of “digital theater” in their stores. Retailers pushing the boundaries of digital-physical personalization are turning to digital tools and experiences to convert their stores from a simple location one must laboriously travel to and navigate through into consumer destinations shoppers go out of their way to participate in. Elo Interactive (my organization) was the title sponsor of this year’s Engage 2015 conference, where Chico’s FAS Vice President of Technology Bob Gras spoke. Bob’s explanation of Chico’s Digital Retail Theater strategy resonated based on my own observations of the current retail landscape. I believe the concept in-store digital theater, if properly designed and executed, is the missing link most retailers are seeking to solve and all consumers have grown to expect.  

I define the digital theater as encompassing all digital customer touch points and channels. In this post, I share advice for retailers hoping to successfully implement the digital theater in-store. I'll dive deeper into each of these topics in subsequent posts.

Digital Isn’t For The Faint Of Heart

Prior to investing in digital and walking the digital path, especially the in-store digital path, it is important to fully understand what you’re trying to accomplish and why you are trying to accomplish it. Only with this understanding can you assign KPI’s to measure success and stand up guardrails to know when to pivot a strategy or abandon it all together. So what does success look like? As an organization ask yourself, are we aligned to bring together all of our digital assets to create a consistent online, mobile and in-store presence? Do we have the resources to assign to this task? Do we have the backing of C-level management to make this investment of time and money a top priority? In-store digital isn’t for the faint of heart or the un-focused mind - stick with it - continually evaluate and adjust your strategy as needed. In this space, doing nothing as your competitors do something is the most assured way to fail.

Fail First and Fail Often

Want to be the first to succeed? Consider the concept of being the first to fail quickly. Being the first to fail also means you have become the first among your competition to LEARN! Essentially, aim to execute quickly, learn from your successes and failures then, if needed, pivot as quickly as possible based on your learnings. As a retailer with a massive brick & mortar and store associate burden, this is no easy task. One example of getting an idea up and running quickly ties into identifying partners who offer SAAS solutions. SAAS provides value without steep investments in infrastructure, or the need to re-create content for initial proofs of concept.  Alternatively, you may consider how to leverage existing mobile or online shopping assets to create and enhance basic experiences inside brick & mortar stores.

Digital Tool or Digital Experience?

In part 2, I’ll answer this question and more…

If you liked this post, check out my earlier posts:

• Don't Just Look, Touch: 2015 is the Year of Retail Interactive Merchandising
• Four Reasons why an iPad won’t Meet Your In-Store Needs
• Mobile Isn’t Always Better for In-Store Interactive Technology

Luke Wilwerding is a Director of Retail Solutions at Elo. Elo is a global leader in touchscreen solutions, including POS systems and interactive signage displays from 10 to 70 inches. The inventor of the touchscreen, Elo now has 20+ million retail and hospitality installations in 80+ countries, with products designed in California and built to last, with a three-year standard warranty. The Elo touchscreen experience has consistently stood for quality, reliability and innovation. Learn more about Elo at EloTouch.com.

Special thanks to Peter Hext, Chief Experience Officer + Founder of Digital Engine, for contributing to this article. Digital Engine is an Omni-experience strategy, design + implementation company that leverages design-thinking, co-creation and rapid prototyping to take the cost, risk and lead-time out of in-store digital innovation.