Physical stores are reopening, what will I do with my e-commerce?

One thing cannot be denied: social distancing measures have contributed to the growth of e-commerce. After all, since it was not possible to go there to spend, the alternative was to continue spending over the Internet. And with brick-and-mortar stores reopening, it’s common to question e-commerce strategies. This is where phygital strategies come into play.

phygital is nothing but a combination of physical and digital commerce, which guarantees the consumer multi-channel experiences. And since several companies have had to adapt to digital to survive, it makes sense to leverage every structure to sustain growth, right? Therefore, betting on this integration is the secret of success.

Learn how to keep your e-commerce billing even after your brick-and-mortar store reopens.

Loved the idea and want to know how to keep your e-commerce billing even after your physical store reopens? So, keep reading as we have brought some tips for this integration. Look!

What is the importance of phygital strategies?

The fact is that the pandemic has accelerated digital transformation in companies. Figital strategy enters this context to integrate online and offline sales channels. Best of all, the hybrid experience contributes to:

  • identify consumption trends while sharing information between stores;
  • optimize internal processes;
  • collect relevant consumer data;
  • improve user experience;
  • expand the base of active customers;
  • personalize the service and improve the relationship with the consumer;
  • help in the purchase decision process.

How to increase e-commerce sales by opening physical stores?

The first tip is: study the behavior of your customers. A very good understanding of consumer tastes and preferences is essential to guide strategies for phygital.

And don’t think you only need to reach the digital native audience, see? It’s true that all consumers—from the mature and conservative to the young and modern—appreciate the convenience that technology brings to their daily lives.

Next, we’ll give you a few more important pointers on how to ensure more e-commerce sales, even with a local storefront.

Collect reviews in store and online

Did you know that approximately 97% of consumers research online before purchasing in physical stores? This is revealed by research by the National Confederation of Retailers (CNDL). The data shows how fictitious consumer behavior is already.

Therefore, it is important to ensure that the customer finds information about your store – physical and virtual – during a web search. And reviews are important in this context because they show the consumer that your company is trustworthy. In addition, reviews contribute to improving the site’s positioning in organic search results.

But what many people don’t know is that you can collect reviews of products bought in physical stores and mirror the information on e-commerce. If a consumer shops at a local store, for example, they can respond to a questionnaire via email or text, and the reviews will appear in the brand’s e-store. It’s great because it centralizes data to improve the user experience and help in the purchasing decision process.

Invest in technologies

There are no strategies for phygital without the use of technologies. After all, technology tools enable integration and generate valuable data for your company. Therefore, it pays to invest in ERP, CRM, logistics technologies, marketing automation, interactive features at POS points, etc.

If you want to go a step further to provide consumers with even more memorable experiences, it’s great to consider technologies from:

  • Artificial Intelligence: the tool can be used in customer service with chatbots and in internal processes to identify behavior patterns, predict trends and propose solutions;
  • internet of things and wearable devices: this is one of the most important resources for integrating the physical and digital worlds. Through wearables – wearable technologies such as smart watches, bracelets and smart glasses – it is possible to digitize everyday information for behavior analysis and trend identification;
  • augmented reality: You know those apps that let you paint a living room wall or place a piece of furniture to give you an idea of ​​what the environment will look like? Well, all this is possible thanks to the technology that allows overlapping virtual elements with physical ones. You can use the feature to try on clothes, test makeup, view tourist information via QR code, and so on;
  • facial recognition: instead of entering your card password, how about paying your supermarket bill with facial recognition? Technology can make the shopping experience safer and more fluid.

Build a multi-channel strategy

phygital depends on a tightly coupled multi-channel strategy so that the consumer can go through different communication channels without any obstacles in the way.

Before visiting a clothing store, for example, a customer can look at a digital catalog to get an idea of ​​whether they like the items on sale, you know? This guarantees a true and much more enjoyable hybrid experience.

The logic applies to companies in different sectors. In the real estate industry, for example, an online catalog is necessary to optimize the work of sellers and buyers. So the candidate can see the photos and read all the information about the property to determine whether it is worth visiting or not. That is, the strategy ensures faster closing of deals.

Therefore, those who already had a physical store, but were forced to open an e-store in the middle of the pandemic, can use the whole structure to increase sales. Among other things, it pays to buy online and pick up in store, reserve and pick up in store, buy in store and ask for home delivery.

However, remember that it’s not just the sales channels that need to be integrated, you know? Customer service must also have multiple touch points and centralized data to ensure a fluid and consistent experience, regardless of how the consumer chooses to make contact.

Finally, strategies for phygital are critical to maintaining e-commerce sales flow even after brick-and-mortar stores reopen. After all, by integrating sales and service channels, it is possible to reach a new audience, improve the user experience and, of course, increase the company’s revenues.

Also Read: Phygital: The Importance of Physical Stores in a Digital World

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