57% of consumers want face-to-face experience when shopping, even with the e-commerce facilities

Even with the undisputed success of online sales and the growth of technology in recent years & including chatbots and other models of artificial intelligence applied during the shopping journey & social media & social media & social media & social media & social media & social media & social media & social media & social media & social media & social media & social media & social media & social media.Some experiences simply cannot be simulated on a screen. Physical sensations are the biggest example, as the latest report from EY Future Consumerwith more than 23 thousand respondents in 30 countries, the survey found that 57% of consumers want to see and feel the products before taking them home.

In addition, 32% of them also indicate that they want personal service that only happens in physical stores. When it comes to high-value purchases, this gains even more weight: 68% seek specialized advice during the process to make sure they are making the right decisions. Anyway, the signs point to the preference of the face-to-face over the virtual in many situations.

“It is important to realize that the focus on good service and good face-to-face experience should not be abandoned. Quite the contrary, this is what makes consumers return”, says Mauricio Romiti, managing director of Nassau Empreendimentos, which manages one of the main shopping malls in Sao Paulo, the Center 3. “In addition, the creation of value in the face-to-face environment can go through many possibilities. In the mall, there is an offer not only of shops, but also of leisure, food and culture. Each of these aspects feeds back the other, making the customer feel pleasure in leaving home to buy”.

The expert also indicates that companies need to continue working their digital presence, and that one thing does not exclude the other. “There is a lot of data collected via e-commerce, by the brand's website or social networks, which can turn into decisions that affect the physical store. Using technology is still essential, since we live a multi-connected and multi-channel period. Many people discover the product over the internet and decide to personally buy”, he explains.

The tip, then, is to take advantage of the different channels in unique and complementary ways. Some promotions can be specific in each space, as well as there may be integration of the purchase journey so that each person can start and finish the process wherever they want, through registrations, for example.

“O consumer is eyeing everything. If he thinks that a particular purchase is worth more online, this is the choice he will make. However, when the face-to-face experience meets what he wants, the chances of return grow. Since people are seeking the advantages of personal service, physical sensations and other possibilities that only the face-to-face allows, you must ensure that they leave the store completely satisfied”, concludes Romiti.