Even with the undeniable success of online sales and the growth of technology in recent years — including chatbots and other applied artificial intelligence models during the purchasing journey — some experiences simply cannot be simulated on a screen. Physical sensations are the greatest example, as indicated by the most recent report of theEY Future Consumer. With over 23 thousand respondents in 30 countries, the research found that 57% of consumers want to see and feel the products before taking them home
Furthermore, 32% of them also indicate that they want personal service that only happens in physical stores. When it comes to high-value purchases, this carries even more weight: 68% seek specialized advice during the process to ensure they are making the right decisions. In any case, the signs point to a preference for in-person over virtual in many situations
"It is important to realize that the focus on good service and a good in-person experience should not be abandoned". Quite the opposite, "that's what makes consumers come back", points to Maurício Romiti, administrative director of Nassau Empreendimentos, that manages one of the main shopping malls in São Paulo, theCenter 3. "Furthermore, the creation of value in the in-person context can go through many possibilities. No shopping, there is an offer not only of stores, but also for leisure, food and culture. Each of these aspects feeds back into the other, making the customer feel pleasure in leaving home to shop
The specialist also indicates that companies need to continue working on their digital presence, and that one thing does not exclude the other. "There is a lot of data collected through e-commerce", through the brand's website or social media, that can turn into decisions that affect the physical store. Using technology is still essential, since we live in a multiconnected and multichannel period. Many people discover the product online and decide to buy it in person, explain
The tip, so, it is to take advantage of different channels in unique and complementary ways. Some promotions may be specific to each space, just as there can be integration of the buying journey so that each person can start and finish the process wherever they want, through registrations, for example
The consumer is keeping an eye on everything. If he thinks that a certain purchase is more worthwhile online, this is the choice he will make. However, when the in-person experience meets what he desires, the chances of return increase. Since people are seeking the advantages of personal service, the physical sensations and the other possibilities that only in-person allows, it is necessary to ensure that they leave the store completely satisfied, finishes Romiti
