We discussed in previous posts what retailers are doing to direct online browsers to physical store locations, from displaying in-store inventory online to offering in-store pickup and training employees to work in an new Omnichannel organization. But what should brands do when consumers are in the store? The graph above – from L2’s Intelligence Report: Omnichannel Retail – shows consumers overwhelmingly prefer to interact with their own device in the store than speak with a sales associate. They prefer to navigate to an item, check item availability, get product information, look up price, and even check out an pay on their phone. Their second choice for all in-store shopping steps is an unmanaged device such as a kiosk or digital display. Interacting with a sales associate was their least popular option.
A few brands have developed mobile apps that cater to consumers’ preference for mobile. The Target app allows consumers to select a location and make a shopping list. Once the consumers are at the store, the app helps them navigate their shopping list. And the Nordstrom Rack app enables users to scan in-store item and see if their size is available in another store.