Traditional retailers are being forced to adapt to changing customer shopping patterns. Whether you purchase something online and then pick it up in-store or you use your mobile device while shopping.
Cross-Channel
Gift registries were early examples of linking e-commerce and with in-store behavior to drive purchases. Where customers used to have to begin their in-store experience at a traditional kiosk model and either print out a shopping list, or load data with scanners, newer gift registries utilize QR codes and apps to seamlessly allow customers to choose what they want to add without having to seek additional assistance from customer service. This same model encourages these gifts to be picked up in-store or purchased online.
Omnichannel
Bed Bath and Beyond takes this one step further by incorporating augmented reality into their gift registries. This print-to-digital technology allows a customer to simply hover over a catalog item with a mobile device to add it to a wedding registry. It also allows customers to see other styles and colors of the same item while presenting a 360-degree view.
Finally, Macy’s is leading the way for omnichannel with an iPhone app that allows users to sort items by available inventory for easier in-store pickups and leaves them logged in for extended sessions, so they have time to complete purchases.
“As an omnichannel retailer serving an omnichannel customer, we aim to provide shoppers with seamless interaction wherever they engage with us,” said Orlando Veras, director of national media relations at Macy’s Inc. “From mobile and desktop to the in-store shopping experience, we offer customers the opportunity to transition from one interaction to the next with ease.”
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