The Future of Retail: Focus on All Channels

Retail was already undergoing a dramatic transformation, and the global pandemic has only accelerated it. Though Covid-19 has limited in-person experiences, brands still have the opportunity to connect with customers on many other channels. By embracing new technologies and consumer values, companies will find they’re able to infuse new life into the industry in ways that were previously unimaginable.

In the coming years, we’ll see brands use tools like chatbots and augmented reality to bring customers personalized experiences in their own homes, boosting engagement. And though brick-and-mortar locations will likely downsize, there’s still the opportunity to create unforgettable experiences that allow brands to rise above the noise.

Marketers will need to rise to the challenge by:

  • Creating engaging cross-channel experiences. Consumers expect great experiences no matter where they choose to interact with your brand. Therefore, marketers need to ensure on-brand, consistent experiences across every point of engagement, from your mobile app to your website to your physical store location. 
  • Embracing new technologies to offer new opportunities for engagement. New technologies, including augmented reality experiences, aren’t just the wave of the future, they can help your customers forge real connections with your brand. They are especially valuable in a post-pandemic era when many experiences take place online.
  • Getting experiential. While surprising and delighting your customers doesn’t always have a direct ROI, experiential marketing can go a long way in forging goodwill with new and existing customers. 

In the second chapter of our ‘Future of Retail’ eBook, we look at how marketers can unify and elevate customer experiences, whether they happen in-store or online.