Armed with information
By the time a consumer finally visits or calls a pool and/or spa/hot tub retail store they know what is out there: the brands being sold, how they are made, what the warranty is, product reviews, etc., and is now looking for someone who can build their dream backyard.
All of this is part of the process of how to become an omnichannel or multi-channel retailer. This retailing method is a seamless approach to providing the consumer with an experience through all available shopping channels (i.e. brick-and-mortar stores, computer, mobile, TV, radio, direct mail, magazine, website, and social media). Consumers love buying from a brand that appeals to them across all platforms. In fact, one study found:
- 44 per cent want the ability to buy online and pick up their purchase(s) in a store.
- 62 per cent also want to buy items online and make returns in store.
- 84 per cent of store visitors use their mobile devices before or during a shopping trip.
- 22 per cent of consumers spend more as a result of using mobile devices; just over half of these shoppers report spending at least 25 per cent more than they had intended.
- 75 per cent of respondents said product information found on social media channels influenced their shopping behaviour and enhanced loyalty.
The interesting part is 44 per cent want to buy online and then drop by the store to pick up their purchase. This gives retailers the perfect opportunity to ‘wow’ them once they come in.
This is why the brick-and-mortar store needs to be the icing on the cake. It needs to impress the consumer; therefore, it can no longer just be an environment of boxes on shelves. The store has to create an experience and it has to appeal to the target demographic—the connected consumer.
