Shoppertainment, the new retail

New strategies to attract more customers into the physical stores

According to Accenture research, E-commerce purchases keep growing but many consumers, such as the unexpected Millennial generation, still prefer traditional shopping.

Even today, physical stores earn more than online sales because of the high costs incurred in providing shipping and returns.

To attract and retain customers in stores, the new keyword is "Shoppertainment", all those strategies used to transform the shopping experience into a unique and memorable sensory experience.

Some examples are: hardware stores that organize themed workshops, sports equipment stores that house fitness instructors, clothing stores that include kiosks and virtual mirrors, and so on.

Bill McCarthy, ShopperTrak General Manager, suggests 7 things which are important in attracting customers and strengthening brand loyalty:

1. Identify your target.
2. Be creative and relevant.
3. Establish a budget.
4. Determine frequency of the activities.
5. Don't underestimate what the employees can contribute.
6. Measure the results.
7. Merge technology with the in-store shopping experience.

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