Brick-and-Mortar Stores: Navigating the Digitisation of the High Street

There’s always something evolving in the world of retail and that’s certainly been the case in the last few years when it comes to the high street. With technology being developed each and every day, and digital approaches to retail becoming the norm, brick-and-mortar stores are feeling the pressure to keep up with digital advancements.

The convenience of online shopping has led to customers demanding convenience, making it even more important for physical retailers to adapt. If they don’t, they’ll struggle to remain competitive. Navigating the digitisation of the high street means more than just adding an online store, it means using technology to improve customer experiences and provide seamless shopping experiences.

What Does Digitisation of the High Street Mean?

People have been talking a lot about the struggles of the high street recently, and digitisation has been a major focus. The digitisation of the high street refers to integrating digital technology into brick-and-mortar stores, as a way to enhance the shopping experience for customers and day-to-day business operations. A lot of shopping is dominated by ecommerce, with the likes of Amazon and eBay providing a huge array of products. To keep up, high street retailers are having to adapt by adopting digital tools and strategies.

This transformation includes everything from building an online presence, offering ‘click and collect’ services, contactless payments and using social media for marketing. Some retailers have gone as far as throwing augmented reality into the mix. Digitisation enables high street stores to combine the convenience of online shopping, with the personal experience of in-store visits.

This is largely an enhancement process for customer engagement and satisfaction. Embracing technology, physical brick-and-mortar stores can offer seamless, omnichannel experiences, enabling customers to interact with their brands on any platform that they want to interact on. That could mean starting to look at a product online and then going into the store for a more in-depth view. Digitisation guarantees that no matter how someone chooses to shop, the process is smooth and convenient.

How Brick-and-Mortar Stores Can Use Digital Technology to Their Advantage

Build an Online Presence

Having a strong online presence is no longer an option for brick-and-mortar stores, not if they want to succeed alongside ecommerce brands. Physical stores need to mirror their in store experience online, by providing customers with a seamless way to browse, purchase and interact with the brand. With a website, businesses can meet customers where they are and extend their reach beyond those who can visit in person. It’s a way to reach a wider, more varied audience.

With an online presence, businesses can increase their visibility, reach a wider audience and venture into international markets. The ability to shop online, pick up click and collect orders, or order for home delivery makes shopping more convenient for consumers. By integrating online and offline shopping, brick-and-mortar stores can provide exactly what customers want, whilst still keeping their physical stores relevant.

Prioritise the Customer Experience

A lot of consumers are turning to online shopping because of the superior customer experience it provides. With online shopping comes convenience, something that’s hard to replicate in a brick-and-mortar store. All it takes is a few clicks and customers can find exactly what they want, with access to personalised recommendations based on order history along the way. The entire process is quick and easy, and it’s an area where the high street lacks behind somewhat.

In order to compete, brick-and-mortar stores need to use digital technology to improve the customer experience, making it more engaging and efficient for shoppers. There are a range of ways to do this. For example, QR codes can be used to provide product details, or to allow customers to complete transactions via their smartphones. This reduces wait times. Shops could also use augmented or virtual reality experiences to help customers visualise products, bringing the ease of online shopping into the physical store.

Digitalise Customer Service

There are a lot of digital customer service tools that can replicate an in-person shopping experience online, and these ensure that customers receive the same level of care and support online and offline. A lot of what draws customers to the high street is the personalised service, and brands can make sure that’s experienced however a customer chooses to interact with them. For example, live chat software can be used to offer real time assistance, much like a shop assistant would on the high street. This is important for brick-and-mortar stores, who can then provide the same friendly and personalised service that customers know and love, even when they’re shopping online. With digital technology, stores avoid having to compromise their service level, simply because they’re targeting an online market.

Self-service options – such as FAQs and chatbots – can provide quick answers to common questions, helping customers to solve their problems efficiently without waiting for a human response. This not only improves the customer experience, but it also makes customer service accessible across digital channels. Businesses can stay connected to their shoppers, no matter where they are.

Create an Omnichannel High Street

The concept of omnichannel retail – which means merging online and offline experiences – presents a significant opportunity for high street stores to innovate. By integrating digital technology – such as augmented reality, contactless payments and personalised marketing – brick-and-mortar stores can offer a seamless shopping journey across multiple platforms. This approach not only enhances the in-person shopping experience, but it also provides customers with more ways to engage with the brand.

For example, augmented reality can be used in-store to let customers try on clothes virtually. Putting omnichannel strategies in place enables high street businesses to compete with ecommerce markets by offering the convenience of online shopping, but the benefits of physical stores.

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