Marketing

5 decisive tips for the competition – eCommerce Magazin

How can retailers meet these changing regulations and always react appropriately and economically sensible to both customer rushes and complete closure? “Above all with digital solutions,” says Pieter Van den Broecke, Managing Director Benelux and Germany Manhattan Associates, and reveals five tips that will make stationary retail more competitive in the pandemic, but also in the future.

1. Use the advantages of the mobile point of sale (POS)

Standing in line and waiting to finally be able to pay at the till – this frustrates customers not only in Peak Seasons. “Line busting” is the magic word of the future. Electronic payment via a tablet offers many advantages, for example a further reduction in contact. With mobile POS, long queues at the cash register will also be avoided in the future. Branch employees and customers save time and nerves.

2. Stationary retail: Use Click & Collect in a targeted manner

For a few weeks now, Click & Collect has been allowed for retailers with a shop. Customers can order products online and pick them up at the store at an agreed time. This could remain a good alternative even after the stores have opened – for all customers who already know what they want before visiting the store. Offering multiple delivery options should be the rule rather than the exception these days. They ensure that the stationary shop is not overcrowded.

3. Avoid delivery bottlenecks

With or without a pandemic: almost all stationary retailers know peak sales times. Then the goods have to be at the POS, because customers have no understanding of delivery bottlenecks. It is therefore becoming increasingly important to have a digital overview of how quickly which goods can be in the store – with the appropriate software solution and close cooperation with suppliers, wholesalers and manufacturers, empty warehouses and shelves can be avoided.

4. Over-the-counter trade: informing customers about goods

Anyone who has customer data should proactively provide information about new or highly sought-after goods. In the future, too, it will become more and more important that customers can buy the products in stores, but also online. Alternative ordering and delivery options will be important in the future – and a convenient service for customers.

5. Don’t just think stationary – set up an omnichannel strategy

Even if brick-and-mortar stores are allowed to reopen, online trading remains important. Customers buy goods across all channels and expect a positive shopping experience at every point of the purchase. A well thought-out omnichannel strategy is a must in order to seamlessly integrate online and offline.

“Retailers have to master the transition to the digital world in order to remain competitive,” says Pieter Van den Broecke. “Because customer behavior changed before the Corona and even faster during the pandemic. The old normal will not return. That is why the best tip for opening stationary retail is the integration of digital solutions – in addition to the now common hygiene concepts. ”

Also read: Stationary retail in city centers – What customers want after the lockdown.