Scandit: European fashion retailers double down on experiential in-store shopping
New research from Scandit highlights the changing omnichannel expectations of today’s fashion consumer and how retailers can respond to keep the physical store alive.
The company’s report is based on independent research from executives at 73 leading EMEA fashion brands.
In addition, an online survey of 3,523 consumers was conducted across countries including the UK, Italy, Spain, Turkey, Germany, Sweden, Norway and the UAE.
Used to fast, convenient online experiences, fashion consumers are demanding efficient in-store shopping, seamless customer service and exciting real world experiences.
European retailers are responding accordingly, with 93% of those surveyed stating they see experiential retail as key to securing the future of the physical store and 73% saying that their technology investments across the next 12 months will be used to provide new omnichannel experiences for customers.
Planning to use technology to empower store associates to become concierge like consultants was seen as a priority for 59% of retailers.
Today’s fashion consumer has high expectations for a fully connected and experience-rich shopping trip, and their top three pain points are straightforward: they are put off in-store shopping by long queues (47%), limited stock availability (43%), and store associates who can’t help answer their questions (36%).
54% of fashion retailers say investing in digital tools and capabilities such as clienteling apps is a priority in the next 12 months, and the pay-off is clear: 84% of those who have deployed clienteling apps report an increase in the average order size of store transactions.
One of the industry’s biggest challenges is the ability to recruit, train and retain high quality store associates, with 48% of retailers surveyed highlighting this problem.
Technology can solve some of these challenges. Store associates equipped with multi-functional clienteling apps are not only empowered from basic, time consuming tasks but also have always-on access to critical information including stock levels, product details, customer data and cross-sell/upsell information.
53% of retailers claimed their clienteling applications boost customer loyalty, and 91% of those using mobile PoS have seen reduced walkouts, increased sales and improved store associate mobility.
Samuel Mueller, CEO at Scandit, says: “The pandemic has accelerated the rise of the savvy shopper, with the growth of online shopping, and the resounding message is clear: consumers want a connected retail experience that’s flexible and seamless at every touchpoint.”
"Smart data capture gives fashion store associates the confidence to accurately and efficiently provide a consultative service to customers.”
“By offering an intuitive, user-friendly experience on a smart device they can carry with them everywhere, all day, mobile solutions enabled with smart data capture technologies will quickly become second nature for customers and store associates.”
“Technologies offering an enhanced customer experience such as personalised offers, checking stock availability or scan-and-pay present a huge opportunity to build resilience into the high street.”
When it comes to the top three most valued elements of fashion shopping in-store, the ability to touch and try on products ranks first.
Secondly, consumers want to buy immediately, with no waiting or shipping costs, and thirdly they desire an innovative and experiential store environment with elements such as demonstrations, a virtual fitting room or in-store events.
Looking towards the future, a significant proportion of consumers expressed interest in a blended omnichannel in-store experience. The survey showed that:
75% would use mobile apps to access personalised promotions and offers in-store
72% would be happy to use a mobile app to learn more about products
67% of consumers are happy to use 'scan and pay' mobile app technologies
46% of consumers are motivated by demonstrations, displays and events to visit a store
25% would like to see more augmented reality experiences including product information and digital coupons.
In order to serve these new demands, 71% of fashion retailers have already invested in in-store technologies such as mobile clienteling, checkout apps, and the digital technology underpinning them.
73% can scan barcodes to provide additional product information and availability, 68% can identify customers in-store to offer a more personalised shopping experience, and 48% have a mobile PoS application to help reduce queues and walkouts.
