With all that going on, you might be wondering, how can you compete? We can answer that in two words: commerce experiences.
Commerce what, now?
Commerce experiences are digitally-powered initiatives that let shoppers interact and transact with retailers in new and unique ways. They take traditional retail actions (like browsing products or adding items to a cart) to the next level, by making the shopping experience more immersive and exciting.
But what exactly does that look like?
The answer will vary from one retailer to the next, but upon studying brands that are doing it right, we’ve identified a number of components that contribute to amazing experiences.
Implement omni-channel experiences
Omni-channel is no longer a trend or a hyped up idea — it’s a way of life. The majority of modern consumers move across various channels throughout their shopping journeys, with a whopping 90% of consumers moving between devices to accomplish a goal.
Needless to say, retailers that fail to provide compelling omni-channel experiences will lose out to those that are doing it right.
The successful omni-channel initiatives of the future won’t just be about letting people “buy” on different channels or devices; retailers that will win the omni-channel game will be the ones that can provide seamless brand experiences across channels.
Consider American Girl’s flagship location in NYC. The store features a “makers” area called Create Your Own, in which guests can use in-store touch screens to create custom dolls that celebrate their individuality. That experience isn’t limited to the store, though. The Create Your Own tool is also available online and on mobile, so girls can enjoy the experience whether or not they’re in the shop.
