There is a massive shift in consumer behavior across the globe affecting the buying pattern. Consumers moved to essential shopping, focusing more on wellness, and planning a more healthy life. Thereby affecting the way brands engage with them especially observing a massive shift in retail marketing. Additionally, retail brands are focusing on creating a better experience by moving to digital platforms (website and apps).
Did you know there’s been a 10% growth in online customer base month-on-month? That’s huge, right. What do all this mean for typical retailers and their retail marketing?
Consider this—the number of new users downloading e-commerce apps has increased by 15.09% globally. Clearly showcasing the change in spending patterns but not eliminating spending on goods completely.
This article will be concentrating on this part—how retailers can create a holistic omnichannel experience. We spoke to Akriti Malik, Product Manager from one of the biggest retail sports brands, Decathlon. Akriti has been playing a momentous role in creating and executing a holistic omni-experience for a brand like Decathlon.
After talking to Akriti about strategic planning on creating such an experience, we realized how everyone can benefit from Decathlon’s success story. In this article, we’ll cover:
Let’s get started on understanding how Decathlon provided an omni-experience to all its customers.
With the world changing around these brands, its consumers' shift was apparent. The need was to focus on buying essentials, step out on a need basis, make health and wellness a priority, and shop online. Clearly, that's the new normal.
Consumers now realize the need and importance of owning everything at the speed and space of just one-click. Many industries like Hospitality, Travel, and Mobility were noticing atleast 10-15% drop in their downloads and DAUs. Industries like Online Shopping (retail, e-commerce, and food delivery), BFSI, Healthcare, and Fitness are observing a growth of atleast 20-50%. It is obvious that many brands are now fast-tracking their digital presence and ensuring they cater to their consumers.
The uptake in Online Shopping and Healthcare and Fitness is allowing many brands—retail, e-commerce and health/fitness—to get back in business using digital platforms. Although some retailers still kickstarting their digital presence, the popular retail brand Decathlon quickly realized the need and fast-tracked their digital presence.
They understand consumers required something as important as staying fit and living a healthy lifestyle to be just a click away. And this is where their valuable goods and services came in handy-demand.
For a brand like Decathlon, the promise has always been to ensure making sports accessible to the many. With the uncertain times looming on and on, the brand understood the need of providing consumers safe and contactless shopping experience. And, the first step towards the actualization of this objective was to relook at their retail marketing. After prolonged planning, the brand's team decided to:
To turn this idea into reality, the brand’s product marketing team identified and worked on some crucial yet quick to initiate.
This use case’s sole objective is to make users autonomous in their purchase journey and avoid any unnecessary physical interactions. Decathlon charted out a step-by-step journey through their App driving the user to the end-goal i.e., seamless purchase.
The second use case’s key objective is formalized to ensure no-contact purchase and pick-up is maintained. The brand offered ease in purchase using an app or website and then moved these converted users to store pick-up. Here are the ways Decathlon ensured pick-up from store option was most optimal.
How does the pick-up from the store work?
We provide our users with two convenient options for in-store pick-up:
Decathlon has been able to grab their consumer eyeballs at the right moment by offering a seamless shopping experience. Moreover, they ensured their website and app was revamped on time and was ready to serve the consumer at their offline as well as an online store. This particular preparedness to be where the consumers have helped the brand observe a 10% rise in their sales even with this looming pandemic. All this was possible because the brand was ready with their groundwork and an in-depth, handy checklist.
Here's how you can create a similar experience for your shoppers. Download the exclusive Decathlon's Omnichannel checklist for a dynamic retail marketing ⬇️⬇️⬇️. Also ensure that you incorporate similar fundamentals for your offline to online movement, and voila!
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1. Download the complete omnichannel retail checklist that the brand utilized using the above link.
2. Read the complete omnichannel retail marketing series to learn how can retail brands can opt for an omnichannel approach.
3. How integrated customer onboarding strategy along with omnichannel flows helped Tokopedia improve user retention.
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