Tips for Bringing the Web In-Store

With consumers increasingly using their smartphones for shopping, particularly in-store, retailers have been forced to develop strategies for integrating the digital shopping experience into their brick-and-mortar locations. Steve Green, product evangelist at Vee24, a live video assistance solution provider, discusses this trend as well as how retailers can best serve today's omnichannel shoppers in this exclusive interview.

For more from Steve on how your brand can take the steps necessary to thrive in today's omnichannel retail environment, register for next week's Retail Online Integration webinar, Unlocking Online Conversion: Bringing Your Best Web and Store Features Together.

Retail Online Integration: Why is it critical for omnichannel retailers to integrate customer data across channels?
Steve Green: The path to purchase often travels through several different channels and it's important to deliver a consistently high-quality experience across each of these channels. More and more, shoppers are doing their research online before they get to the store, and in reverse, browsing in stores before they buy online. An integrated experience is a key factor in ensuring you can convert the shopper when the opportunity presents itself.

ROI: What can be done by brick-and-mortar brands to bring their digital shopping experience in-store?
SG: In-store analytics, kiosks or tablets to provide access to product and expertise not found in the store; use of product videos; and mobile app integration to push personalized offers to in-store shoppers.

ROI: How can video be used as a tool to bridge the gap between in-store and online shopping?
SG: Live video allows brands to offer the same person-to-person live assistance through web and mobile that they've been providing for generations in-store. It's proven that live video offers a superior ability to drive conversion and customer satisfaction for web and mobile shoppers.

ROI: Do you have an example or two of brands that are succeeding at omnichannel integration?
SG: This is an evolving area and there are lots of companies that have made great progress, but in all cases, there's still work to do. A couple of good examples are Isabella Oliver, where you can reach a live stylist on its website for shopping and fashion advice, and Sephora's rewards program is another great example.

ROI: What's a tip for our readers that are looking to better serve their customers across all channels they interact with them in?
SG: Think about the things that you know work for you and that you're great at in terms of in-store experience, and think about how those can be delivered on the web and mobile. Simple practices like greeting the customer at the door, helping them find a product, answering questions and helping the customer check out are the hallmarks of a great retail experience and can now all be delivered online to reduce site abandonment, increase conversion and order value, and raise the bar on customer experience.