Post-pandemic, there has been an increased demand for omnichannel retail, as consumers crave fast, easy, and frictionless retail experiences across channels.
According to CI&T’s Connected Retail report, 68% of consumers intentionally seek out retailers that offer omnichannel experiences, with convenience (and a shopping path that requires the least effort) being the main driver of channel choice.
So, which retailers are delivering on this promise in 2022?
Walmart’s interactive stores
Walmart recently unveiled a new interactive store format in its incubator location in Springdale, Arkansas, as part of its efforts to improve its omnichannel offering. This follows on from last year’s redesign of 1,000 Walmart stores to enhance navigation (and create a digitally-enabled shopping experience).
Walmart’s most recent concept, called ‘Time Well Spent’, is centred around ‘amplifying the physical, human and digital design elements’ in stores, which it says aims to inspire customers and elevate the overall experience, and ultimately, make them want to spend more time in physical locations.
QR codes enable customers to discover more information about display products in Walmart’s incubator store. Image via Walmart
This new design involves ‘amplified corners’ where customers are encouraged to ‘touch, feel, and try’ products, ensuring that they are able to later Philippines Photo Editorbuy online with confidence. Furthermore, Walmart is taking its ‘store within a store’ concept to another level, effectively highlighting its own and third-party brands that customers might overlook online. Digital elements also remain integral to the concept, with QR codes strategically placed throughout, in order to offer customers more information about key products.
With Walmart’s ecommerce sales on the up – seeing a rise of 8% for Q3 2021 and a whopping 87% on the past two years – the retailer is keen to ensure that its physical stores remain a vital part of the customer experience, and one that truly aligns with digital.
Pets at Home’s store network
Pets at Home is another retailer generating success from omnichannel investment, with omnichannel revenues rising 16.7% year-on-year for Q4 2021. Total group revenues also rose 5.8% year-on-year. This growth has partly been driven by the Pets at Home VIP Club loyalty scheme, which saw a 13% rise in active subscriptions to reach seven million members. According to the retailer, this group of consumers regularly shops across channels, with 27% of all VIP Club members buying across more than one channel during Q4 2021, up 18% year on year.