In order to efficiently compete for customers’ attention, bricks-and-mortar retail outlets must introduce outstanding standards of service: combine traditional and on-line sales, personalise offers, or shorten purchase time. The noticeable convenience trend, that is prioritising convenience, also concerns the look of shops themselves. Consumers expect a clear and practical layout of the shopping space, adapted to their paths, as well as a useful arrangement of goods, taking account of cross-selling.
The challenge that retail chains and specialists shops now face is the growing importance of digitisation and the popularisation of smart phones. Consumers turn to on-line shopping not only when buying electronic equipment or books but also when doing regular shopping. Points of sale have no choice but to adapt to their needs and habits, and ensure multi-channel sales. Permanent access to technology also enables customers to compare competitors’ offers at any moment, which makes market monitoring and surveying price sensitivity so crucial. What also matters for shops is building company image through communication adapted to consumers’ expectations, which will help them choose the point of purchase.
Since 1996, ABR SESTA has been helping retail chains and specialist shops achieve business success, and our experience has helped us gain 6th place in the ranking of research agencies in the wholesale and retail sale sector.