Today, technology is evolving so fast that many retailers find it difficult to stay at the forefront of innovation. Chatbots, mobile payment, order-in-store – it soon seems as if new technologies are being added on a daily basis, so it can often be difficult to decide which trend to jump on or what is just a fad.
The after-sales phase is a central phase for the retail to ensure long-term customer loyalty. The perception that the consumer has in this section of his shopping has had a fundamental impact on his long-term loyalty. In the increasingly digitalised retail, the re-purchase is the phase in which the object is finally used and evaluated. It offers retailers the opportunity to intensify and strengthen customer relations through good service and targeted communication. However, some aspects that were particularly important to the focus group surveyed must be taken into account.
In the sales phase, the aim is for companies to pick up their customers in the best possible way. While in the pre-purchase phase, while he searches for information and details, they only have a limited influence on him, they can convince him here. In this phase, the actual act of purchase takes place in the store or virtual POS. Various factors play a role for the customer. Media specialist trend research has shown that not only the presentation of the products, but also the specialist staff and the purchasing process play a central role in the consumer’s decision-making process.
In today’s society, time is an increasingly important part of everyday life. Be it long office hours or limited mobility, it is not always possible to reach the shop during opening hours. For this reason, drive-through shopping and order in store, for example, are becoming increasingly popular. Simply order online and then pick up the pre-packed bags at the supermarket. Another approach is the principle of the stationary goods box, in which the delivered products can be stored.
The digitisation of retail ensures that purchasing is accelerated and simplified. However, these benefits come along with some limitations and risks that need to be taken into account when launching an innovative Omnichannel approach. Basically, these can be divided into three risk phases: the time during shopping, channel selection and media selection.