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BizReport : Ecommerce archives : May 20, 2013

Top 3 tips to improve webrooming abilities

Webrooming presents an opportunity for retailers to leverage all their complimentary channels to showcase the biggest competitive advantage they have over online-only counterparts: in-person retail experiences. Online tactics can and should be an opportunity to drive increased traffic to their stores.

by Kristina Knight

Dr. Gary Edwards, Chief Customer Officer, Empathica: Customers should be encouraged to research and review products online, but at a certain point, most purchases will require in-person inspection and testing of a product. A deeper understanding of the full customer journey is a huge opportunity for retailers today.

The practical way to take advantage of webrooming and any other trend is to listen to your customers. Customer behaviors are changing at a faster pace than ever before. Savvy brands must constantly listen to what customers are saying and the feedback they provide to uncover any trends that may be upcoming as well as to learn what is and is not working when it comes to retailers' execution and adapt accordingly.

Kristina: What are your top 3 tips for brands to ensure their brick-and-mortar store is accessible and engaging for tech-savvy buyers?

Gary: 1) Retailers must adopt a philosophical understanding that they need to adapt their business models to the changing needs of consumers. Consumers are now in charge and retailers that fail to embrace this change will face increasing challenges.

2) Retailers need to break down the silos within their organization that are preventing them from having a seamless view into their customer's journey. All touchpoints and interactions need to reflect a common brand goal, a common brand promise and a seamless customer experience.

3)Retailers need to leverage the vast amounts of data available to them -- customer feedback data in particular -- to measure, analyze and improve the experiences being delivered to customers across all of their channels, from online to in-store.

You can read part one of my chat with Gary, including his thoughts on the viability of webrooming here.

Image via Shutterstock

Tags: ecommerce trends, Empathica, product research, showrooming tips, webrooming tips

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