If we already have a commercial location that provides customer service, our challenge is always to improve the shopping experience of our customers, which also in the context of ECommerce, more and more people buy online and only interact with the physical store using it as pick up center.
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The online channel is pushing the transformation of the physical store, where the “theatricalization” of the point of sale, innovation and customization are three levers with which to improve the customer experience.
These are the conclusions reached in “Shopping experience in the physical store, how can it be improved?”, The event organized by in-Store Media, a multinational leader in shopper marketing, in which the challenges of the physical channel were analyzed to attract the consumer and connect with their new needs.
A day that counted on the contributions of Cugat Bonfil, Director Shopper and Data Analytics of Kantar Worldpanel; Francisco Esteban del Castillo, Customer & Category Marketing Manager of the GSK pharmaceutical company; Laia Baños, Trade Marketing Manager of Gallo who explained the success story of the product ‘Pasta Lover’; Lluis Martínz-Ribes, Professor of Marketing at ESADE and founder of MF Marketing Catalysts; Jordi Mur, Marketing Director of in-Store Media; Albert Parera, Customer Marketing (trade) in Mars multisales and Juan Carlos Jimena, Head of Marketing of Large Consumption in El Corte Inglés.
Figures of the consumer goods sector
Cugat Bonfil, Shopper Director and Data Analytics of Kantar Worldpanel, affirmed that “the physical store is still 100% relevant”, adding: “In Spain there are altogether 23,159 establishments in the mass consumption sector, for more than 17,5 millions of homes. What the physical channel has to achieve is how to get the most opportunities to buy. ”
The drop in store visits means fewer occasions to seduce the buyer. According to Kantar, in 2001 the consumer visited 351 times a physical point of sale, in 2016 visits fell to 246. In addition, the Spanish consumer is dynamic: he does not hesitate to alternate between different stores. On average, a home visits between 6 and 7 different schools per quarter.
However, Bonfil pointed out that the physical store concentrates 98% of the sales of large consumption, with an average expenditure in Spanish households of € 4,100. In addition, the online channel complements the physical channel in sales, all those who buy online spend more than 90% of their budget in physical stores.
In relation to ecommerce, 3.6 million households already buy consumer goods online, with an average ticket of 44 euros.
“57% of brand sales are decided in the physical store. The physical store is and will continue to be important. The more appropriate the experience, the better return we will have, “underlined Bonfil.
In order to make the visit to the physical store attractive, the Kantar Director Shopper and Data Analytics indicated that the point of sale should be explored as …
Ecommerce News Source | Álvaro Gutiérrez