Can you dig(itize) it? Bricks and mortar retail shops are going all-in on digitization

“Turning the store into a true digital channel is actually happening,” said Nicole Silberstein, Ecommerce Editor for Retail TouchPoints during an episode of Retail Remix. “I know we’ve been talking about bringing digital into the store for a long time, but now I’m seeing applications of technologies that are letting us assess what’s happening in the store and acting on it, in the same way we’ve been able to do on sites and apps for a long time.”

It's not a fad. It’s not a trend. It’s the future of retail. And it’s well underway.

So how do you go about turning a brick-and-mortar store into a true digital channel? It starts with the understanding that it’s not a replacement, but an extension. Transforming a physical store into a digital channel is about creating a seamless, integrated customer experience that bridges the gap between online and offline worlds. And here’s how it’s done.

Omnichannel integration

In the customer service/contact center world, omnichannel is connected to communication, but in retail it has a larger meaning connected to customer data, inventory, and order fulfillment.

• Unified customer data: Ensure all customer info (online and offline) is accessible in one place to provide personalized experiences.  
• Inventory management: Create real-time inventory visibility across all channels to prevent stockouts and fulfill orders efficiently.  
• Order fulfillment flexibility: Offer options like “buy online, pick up in-store” (or “BOPIS”), ship from store, and in-store returns.

Digital in-store experience

Who says digital content and coupons and customer engagement tools are exclusive to websites? You can merge digital benefits into your storefronts easily through tactics such as:

• Interactive displays: Use digital screens for product information, demonstrations, and engaging content.  
• Mobile engagement: Offer in-store Wi-Fi, encourage app downloads, and provide in-app features like product information, store maps, and loyalty rewards.
• Smart fitting rooms: Utilize technology for virtual try-ons, personalized recommendations, and inventory checks.  

Data-driven insights

There may be nothing more important to Argano’s retail clients than being able to capture and act on the data that fuels both a better customer experience and drives more revenue.

• Customer analytics: Collect and analyze customer data to understand behavior, preferences, and purchase patterns.
• Performance metrics: Track in-store performance metrics (sales, foot traffic, conversion rates) and compare to online data.
• Personalization: Use data to deliver tailored recommendations, promotions, and experiences.  

Improved operational efficiency

On the back end of your retail storefronts, there are myriad means of optimizing processes through digital transformation. Here are a few our team has put into practice.

• Inventory management: Real-time tracking of stock levels to prevent stock-outs and optimize shelf space.
• Supply chain optimization: Using data analytics to streamline the supply chain and reduce costs.
• Point-of-sale (POS) systems: Faster and more accurate checkout processes, along with customer data capture.

Employee empowerment

We’ve focused on your customers, but there are also multiple employee-facing benefits you realize by digitizing your brick-and-mortar business.

• Mobile devices: Equip staff with mobile devices for accessing customer information, processing transactions, and providing in-store assistance.
• Training: Provide ongoing training on digital tools and customer service best practices.
• Customer engagement: Encourage staff to interact with customers on social media and provide excellent in-store experiences.

Digital differentiation

Perhaps the most critical and least tangible benefit in digitizing your brick-and-mortar stores is how it can help you stand apart from competitors by offering unique digital experiences. With the right tools in place in store—and working in conjunction with online storefronts and systems—you can quickly reach, and more completely connect, with a wider customer base.

Ready to digitize it? We can provide a free, custom assessment of your current environment and details the tools and tactics that will help you transform and unify your brick-and-mortar and online stores. Simply contact us.