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How digital strategies play an important role in regaining in-store consumer confidence.

    Using clicks to support bricks - How digital strategies play an important role in regaining in-store consumer confidence.

     

    Over the last 4 months, businesses across the globe have been faced with their biggest challenge in response to the Covid-19 pandemic. 

     

    With lockdown restrictions enforced since April, non-essential shops closed and a surge in online shopping began. According to the Office for National Statistics, eCommerce has seen an overall increase in the proportion of online trading at a record 33.4% in May 2020. 

     

    Companies who had invested in their eCommerce platform and digital strategy before Covid-19, were able to adapt quickly to ensure continuity for their business. This was the case for 9xb’s client, Doves Farm, who were easily able to pivot their product offerings and limit orders to react to the changes in customer demand. This led to a 750% increase in customer acquisition and due to their investment in the reliable and scalable platform, Peracto they were able to cope with the peak in visitors. Read our full article on how the Peracto platform supported the spike in traffic for Doves Farm. 

     

    In contrast, retailers who failed to develop an eCommerce offering, such as clothes retailer Primark saw that they were left behind when their doors shut, resulting in zero income during this period. 

     

    With lockdown restrictions easing, many non-essential retailers have re-opened their physical stores. However, with consumer confidence still facing an all time low, customer-forward companies are taking the initiative to develop their digital strategy to build shopping confidence and improve in-store footfall. 

    Reference: Gfk 

    Apple for example, has successfully used its website to communicate in-store updates with their customers. With great features supporting the user experience (UX) such as the ‘find a store’ tool and support search, they continue to drive consumer confidence during these exceptional times. 

     

    Another company who has also taken on this initiative is kitchen retailer, Kütchenhaus. With 30 showroom locations throughout the UK, the impact of Covid-19 saw all these temporarily close to comply with government lockdown restrictions. 

     

    By already offering virtual appointments, a 3D planner and a downloadable brochure via their website, Kütchenhaus successfully delivered an in-store experience at home. However, with many of their sales driven through the physical showrooms, they needed to create a positive narrative to show the health and safety changes they have made for their customers and staff. 

     

    As an existing client, Kütchenhaus partnered with 9xb to produce an informative video, highlighting the series of changes they’ve made to their showrooms, including introducing VIP visits, supplying PPE kit and installing screens to avoid unnecessary close contact. 

    Through developed digital content, addressing consumer concerns with empathy and care, Kütchenhaus have been able to carefully manage and drive visits back into their showrooms. 

     

    Along with Kütchenhaus, 9xb helps clients to accelerate and achieve digital transformation through greater user experiences (UX). By leveraging a real time, multi-disciplined approach, using insight, experience and growth, 9xb clients are able to stay innovative by quickly adapting to changes in customer behaviour. 

     

    The ongoing and upward trend in online shopping is expected to continue for some time, however, through compelling online user experiences, companies can effectively communicate to their customers how they are supporting the shopping experience in-store too. 

     

    For more information on how to improve in-store footfall through a digital strategy, chat to one of our eCommerce experts on 01423 814 555 or email mail@9xb.com.

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