[ 8:52-10:39 ] Why people-first culture in retail is more important today than ever
No one says it better than Ron. If you think about physical retail purely in terms of the in-store sales that occur on any given day, you're missing something big. If you focus only on performance and revenue, you're discounting the work that goes into creating a brand through your storefronts. It's not enough to just say you're people-first. How are you showing it?
[ 10:47-11:26 ] Stores play a major role in increasing online sales
Your stores increase online revenue. That's a fact, not an opinion. Study after study has shown that building a new store in an area directly correlates to spikes in online orders in that same area. This proves that thinking and compensating based on the shopping channel no longer works. People move back and forth between online and offline, and they influence each other every day.
[ 13:05-15:42 ] Why physical retail is not dead
The retail apocalypse is still a buzzword in the industry, but I've been saying for years that physical retail is not dead. In fact, it's never been more important. Ron explains it perfectly: yes, e-Commerce is on the rise. Yes, it's rising faster than brick-and-mortar. But brick-and-mortar still dominates the retail industry. That's what's missing from the conversation. Those percentages you see in every retail apocalypse article don't accurately describe the reality of the industry.
[ 19:06-20:06 ] Future of stores associates
Importance of clienteling tools for store associates. In order to achieve truly #unifiedcommerce, you need to integrate your technology within your shopping experience. Your store associates can't operate in a completely different environment than your eComm department. The customer can feel that disjointed. Train your store associates on the importance of digital selling.
[ 21:25-22:43 ] Lack of tech creates disengagement between customers & store associates
Retailers don't do enough for their store associates. The customers walking into the store with a mobile phone in their hand are often better-armed than the associate. They can hop on the website, check availability in-store themselves, and read the product description. If they have this information at their fingertips, what added value can associates provide? Retailers must invest in clienteling tools that allow associates to provide an immersive and exciting shopping experience.
[ 23:06-23:53 ] How stores play the role of brand marketing
Any kind of popup—in this case, an email request form on the homepage—is an obstruction in the visitor's buying journey. Let visitors browse and explore products before even considering triggering a popup. If anything, a popup should be used to incentive visitors to stay who would have otherwise left.