To make it in the world of retail, it’s not simply a case of opening up shop, stocking your shelves with wonderful items and waiting for the customers to flow through the doors. Nowadays, you have to appeal to customers in a more immersive way to fend of the competition and actually be successful.
It’s a vital necessity that you must have a website that runs alongside a physical store, with many opting to not have the latter at all, or choosing temporary pop up shops to create some buzz about their brand.
Customers are less likely to give your store a chance too. What with a connection to the internet always available, many consumers are more likely to read reviews or search for the lowest price point via their mobile devices. They’re also more likely to tell you what they think too, with the shadow of social media often an outlet for complaints and compliments.
The challenge for you as a business is how to retain consistency in a world where consumers will visit you via your website, physical premises, social media accounts and other online presences.
In a recent Guardian round table, they noted that the pop up shop will be at the heart of retail in the future. A notable example of companies making use of the pop up and mobile shopping world is Sneakerboy in Australia, which allows customers to try on trainers at their physical store, and then order shoes via their app which are then delivered to the customer’s front door.
Another idea which may take some time to catch on is iBeacon, a near field communication system of messaging which alerts you when you are in or near a store that has a special promotion or discount. It may be an intrusive prospect for some, but many consumers may feel that this adds to the wider experience of always looking for a bargain or the cheapest prices available.
However you look at it, mobile technology and pop up shops are here to stay, and it certainly looks like they are already moulding how we shop.