Though Amazon continues to disrupt big box retailers with its vast assortment and rapid fulfillment, many retailers are succeeding with digital investments that promote multi-device and multichannel shopping. Quality content, improved fulfillment, and compelling in-store experiences will allow surviving retailers to define their place in the big box ecosystem.
L2’s Digital IQ Index: Big Box offers a few ways for brands to differentiate themselves through digital:
Partner with Google Express. As many as 28% of big box retailers work with Google Express, which allows them to be featured in shopping searches made on Google Home devices. Walmart takes the partnership a step further by integrating its account with customers’ Google accounts, demonstrating the retailer’s commitment to promoting the partnership and gaining users before Amazon’s Alexa can reach them.
Incentivize store visits. More than half of brands in L2’s study that have physical locations promote services online to drive customers into stores. However, only 40% promote in-store events online and just 16% offer online registration for those events.
Establish mobile competence. An increasing number of brands are adopting in-store mobile features, highlighting the importance of integrating the digital and physical retail experience. Yet there is still work to be done. For example, 69% of brick-and-mortar brands with e-commerce apps offer barcode scanning, but just 39% provide scannable coupons and only 25% display in-store mapping.