Consider a typical visit to a brick-and-mortar retail store. As you search through the racks, deciding what to buy, what type of salesperson do you hope for? Someone aggressive, continuously asking if you’re ready to make a purchase? Or someone who’s never there when you have a question, no matter how hard you look? Ideally, most customers would say, the perfect salesperson falls somewhere in between. Someone who’s ready to jump in with assistance, but happily follows your cue.
Thanks to years of shopping in stores, consumers today know exactly what they want from that brickand-mortar experience—and savvy retailers know how to train their salespeople to get it right. But what about a different shopping situation? What type of experience attracts or repels online shoppers? And what do digital retailers need to do in order to deliver the experience that compels customers to buy?
With so many retailers to choose from, modern consumers don’t need to put up with a digital experience they consider subpar. And as the digital marketplace grows, they know exactly what they want. This makes today a tipping point for retail marketers: with so many new ways of reaching potential customers, they need to find the perfect mix. They have to get their digital handshake right.