Simplify the customer journey with a unified retail communication strategy

Innovative retailers are expanding their focus beyond store locations to think about how their real estate intersects with the virtual interactions they have with consumers every day. Traditional real estate portfolio strategies are being replaced with what we call an Experience Portfolio approach, which can help drive revenue and brand value by seamlessly connecting every touchpoint along the customer’s journey, from click to brick.

In an age where consumers interact with retailers both online and in-person as well as across different store formats, a holistic brand strategy is more important than ever. And effective communication is paramount. For example, imagine sending a loyal customer to a pick-up-only location when they were expecting to browse for additional purchases at a full-service store.

That’s a missed opportunity, and it could signal the beginning of the end for your brand.

Today’s consumers demand reliable and consistent information from the minute they start researching until they walk out of a store. From the products and services available to the operating hours, it’s the role of the retailer to ensure the entire shopping experience is frictionless and intuitive.

Relationships with shoppers begin before they visit your store

More than ever, the customer journey begins online. You never get a second chance at a first impression, and for retailers, a thoughtful web presence helps set a positive tone.

When researching online, one of the first things customers want to know is what types of stores are near them. Because stores increasingly feature different formats—from grab-and-go to specialty concepts and more—the benefits of each format must be clearly identified to help customers make educated choices.

For example, without a clear communication strategy, a customer might trek to a flagship location 40 minutes away, only to discover later that a self-service store that suited their needs was much closer. This type of negative experience could drive a customer away, never to return.

Digital channels help differentiate your formats, and your brand

This versatile technology is a system of electronic displays that presents a unique opportunity to enhance brand visibility by showcasing products, unveiling promotions and helping customers make informed decisions in-store or online.

Some examples:

Websites: Retailers can dedicate sections of their site to describe different store formats and provide helpful tools such as store maps, virtual tours and retail images.

Social media: Social media platforms allow retailers to engage with and educate customers across their feeds, sharing information about deals, events, promotions and more.

Apps: In-app notifications can be powerful tools for communicating with customers no matter where they are. In fact, 46%* of shoppers use their mobile store app to find coupons and discounts on items.

Create cohesive experiences inside and out

The exterior of a physical retail store functions as more than just a pretty face. It plays a crucial role in communicating what customers can expect to find inside while also reinforcing the expectations of online shoppers.

As retailers introduce new shopping experiences, such as pick-up only locations or pop-up concepts, customers often need guidance on how to navigate these unfamiliar worlds. This education should happen within the walls of your stores and continue online.

For example:

Exterior design: The design of a retail building gives visual clues about what’s inside, but it can also signal how one store format differs from another. Retailers can use dedicated colors, along with other signature design elements, to mark these differences.

Exterior signage: Functional clarifiers on signage can also detail the focus of a specific store format. For example, a restaurant with mobile-only pickup can use signage to direct visitors to a dedicated drive-thru lane.

Indoor signage: Space planning and navigational signage can intuitively direct customers through the shopping experience, while educational signage can quickly walk customers through new shopping processes.

Mobile augmentation: Currently, more than 55% of shoppers use their phones when shopping in brick-and-mortar stores. That’s why it’s essential that mobile information supports the in-store experience. Wayfinding maps can guide customers through a store and straight to their intended destination. When synced to the environment, mobile offers or other content can provide inspiration, extended shopping opportunities, detailed product descriptions and more.

The power of retail communication

Aligning your in-store and online messaging at all touchpoints is not just a strategic choice; it’s an absolute imperative for success. All formats need to function together as a complementary ecosystem. As retailers diversify their portfolios with different experience formats, each must connect back to your core brand tenets and values.

When communication channels and store formats are consistent and connected, you can provide your customers with an experience that elevates your brand and eliminates confusion that might negatively impact your relationships with shoppers.

The end goal is an ecosystem of experiences, both online and in-store, that support and complement each other, and successfully differentiate your brand from the competition.