When planning omnichannel strategy, it can be easy to think only within the confines of devices – desktop, mobile, tablet. But true omnichannel goes beyond devices, into brick-and-mortar stores. Finding creative ways to incorporate digital experiences into physical locations makes the buying process personal and engaging, both online and offline. Here are three brands doing omnichannel retail right.
For their first retail space in the United States, Mizuno truly went above and beyond. The 3,800 square foot store located in Atlanta is built with an emphasis on real life digital experiences. From lab simulators that allow shoppers to demo products to an interactive wall featuring Mizuno partners like The Braves, the brand allows digital to lead the way. It’s exciting, immersive, and completely unique. This strategy works so well because Mizuno understands their customers. They’re athletes looking for products that will give them the best performance possible, but the only way to know which is best is to try them out. At the Mizuno Experience Center, they can do just that, without stepping foot on a field. It’s a smart solution to a common problem, and it's also genuinely fun. The center is more than a store, it's a local destination.
The luxury fashion brand Rebecca Minkoff links their online experience to their in-store one. They call their flagship location a “connected store,” and for good reason. With a giant touchscreen, customers can literally swipe through products while shopping in the store – from social channels to runway shows, the “connected wall” is a larger than life digital experience. Customers simply click to add to cart. This technology extends to the fitting room, allowing shoppers to choose their lighting, summon a stylist, and more. The best part? Shoppers can connect to the mobile app in-store, so every selection they make is recorded. Meaning their in store experience can inform their future digital ones.
Homeware brands face a common problem both online and off; it can be near impossible for shoppers to imagine how an item like a couch or backsplash will look in their own home. Home improvement superstore Lowes has a solution for that – virtual reality. Through a partnership with Microsoft, customers can use a VR headset to digitally build a room, from countertops to cabinets, without having to actually make a purchase. This new in-store experience isn’t just fun, it optimizes the buying process and makes it easy for them to convert. They can make big purchasing decisions with confidence, taking the guesswork out of home improvement shopping.
The Power of Omnichannel Retail
With ecommerce experiences reaching new creative heights, it’s only natural for consumers to expect the same level of engagement when shopping in-store. Delivering digital experiences in real-world settings is the next step for retailers. These experiences should make the shopping process easier for customers while still being fun and exciting. Just like we say digital content should be easy to buy from (otherwise what’s the point?), the same goes for in-store experiences. By marrying digital and in-store, brands are ensuring they will be on the cutting edge of retail. Customers want to be surprised and delighted – deliver these experiences in every aspect of their shopping journey.