Retailers are quickly embracing big data. They are moving toward connecting and analyzing customer data at an enterprise-wide level.
They’re also learning that customers don’t typically differentiate between “clicks” and “bricks” retailer options. In fact, instead of separating them, the best retailers are leveraging the two channels.
Recent shopping data between online purchases and in-store pick up and returns are painting a terrific opportunity for savvy retailers. Nearly 1 in 4 customers who buy online and pick-up in the store purchase additional items when they come in to the store. Equally interesting, about 1 in 5 customers who buy online and return in-store are likely to make an exchange and/or purchase other items.
Having associates who are competent in using interpersonal skills to empathize with a frustrated customer who is returning an item or skillfully recommending additional items that would enhance their enjoyment or use of the item they’re picking up in the store are critical skills to capturing that 20-25% opportunity.
Online purchasing is growing. But to really maximize the sales opportunities associates need the learn and use skills that help them maximize those perishable sales moments.
What does your company do to make that happen consistently? Share your thoughts or tweet us @mohrretail.