The good news for retailers is that new technologies are making it possible for brick-and-mortar stores to give their clients the best of both worlds. Built on advances in digital information gathering and analytics, Salesforce retail CRM gives customers and retail employees a digital advantage that bridges the gap between retail and ecommerce.
With retail CRM, shoppers can take advantage of in-store information kiosks or online resources (available via their own mobile smart devices), to get product information, compare prices, check customer reviews, and more. Additionally, by integrating client information from every touchpoint to develop detailed customer profiles, retail CRM can log purchase histories, provide special offers, and make intelligent product recommendations in a way that is personalized to each shopper.
The personalized shopping experience provided by retail CRM doesn’t end at the point of sale. Customer profiles make it possible for service representatives,, support staff, marketers, and any other customer-facing employees to provide a one-to-one customer journey across any and all channels, including email, social, and mobile.
As for product selection, endless aisle functionality frees retail from the confines of square footage. Shoppers don’t have to worry about products being out of stock or only available at certain locations. Clients can digitally browse through a nearly limitless number of products, and then choose to have their selections shipped either directly to the store, or to a home address. If the client then wants to return the item, they can do so at the retail location, without having to go through the hassle of shipping.
Endless aisle can also be used to improve conversion rates, as store associates don’t have to limit their suggestions to what is currently available on the shelf. Instead, they can sell with confidence, relying on informed insights to offer additional products that shoppers can appreciate. A sizable 79% of customers want to be given personalized offers based on their purchase history, and endless aisle enables the associate to deliver that personalized offer with the confidence that they can fulfill it. Likewise, by extending inventory into digital space, retailers can save on in-store costs and offer better prices.
Finally, retail CRM can optimize employee productivity. With task management tools to help in-store representatives make the best possible use of their time, easy-to-use product and client information resources, effective training tools, and advanced communication options, associates gain the best advantages to do their jobs well. Some 44% of customers feel they know more about a product than the store associate, so giving employees access to reliable product information can really go a long way toward gaining client trust.