As consumers become more conscious of the time they spend online, retailers must adapt their strategies to offer greater value and better optimize the

online and offline experience. By focusing on delivering well-timed, relevant and meaningful multichannel interactions between customers and with sales professionals, home retailers can successfully boost their customer engagement rates and maximize revenue growth potential.

 

The rise of the ‘digital detox’

A survey undertaken by GlobalWebIndex revealed that as many as seven in ten consumers have engaged in ‘digital dieting’ in 2018, with millennials in particular taking steps to moderate their digital consumption. A rising number of consumers are also embracing the more extreme option of a ‘digital detox’, taking themselves offline completely for either a specific time period or indefinitely.

These behavioral shifts have resulted in more consumers choosing to visit physical stores for home retail purchases, and prioritizing the time spent browsing online to accommodate destinations that yield the most value. This means it is more important than ever for retailers to provide engaging customer experiences that extend beyond simply presenting a product catalog for customers to choose from.

 

Building meaningful customer relationships by offering tailored services

In the context of emerging trends such as digital detox and dieting, the buyer journey is no longer a prescriptive process and many consumers are engaging across a combination of channels when they undertake home improvement projects. Approximately 81 percent of consumers start their research for purchases online. In contrast, physical stores count for approximately 90 percent of all retail sales, indicating an overwhelming preference for omnichannel buyer journeys. For retailers, this means that an approach is needed that effectively appeals to both online and offline buyer preferences, and most importantly, enables the consumer to transition between the channels seamlessly.

 

In order to successfully connect with consumers in the face of this evolving preference, building meaningful relationships through personalized interactions regardless of channel remains key. Retailers must align their communications strategies so that when promoting products and services, they speak to consumers as individuals and consider their specific preferences and requirements. This in turn allows them to build better rapport, with a greater likelihood of engagement, leading to higher sales conversions.

 

Additionally, when consumers move from online to offline or vice versa, they want to pick up where they left off, not spend time repeating their requirements to sales staff, which have already been recorded online. This can give the perception of a disjointed buyer journey, leaving the customer feeling like their time online was wasted: it is also inefficient and a sub-optimal use of in-store expert resources. Ensuring that sales staff have access to relevant user history information from online channels ensures a smooth transition and allows them to conduct much more tailored and relevant conversations with customers.

 

3D planning solutions – omnichannel customer conversations

By incorporating cloud-based 3D planning solutions such as HomeByMe for Home Retailers into their sales mix, home retail brands can ensure they cater to the preferences of customers who are looking to optimize their digital interactions. By allowing them to have fun with home improvement projects and flex their creativity, these solutions create meaningful online interactions – an important filter for digital dieters. Consumers have 24×7 access to an interactive customer-focused platform, where they can design their own spaces with extensive product back catalogs that include live pricing and stock availability.

 

They are offered extra added value through functionality such as in-built business rules that flag safety concerns or design errors, and personalized product set recommendations based on the exact dimensions. Additionally, hyper-realistic 3D renderings of designs are generated throughout the entire design process, giving accurate visual representations of design ideas that match the room dimensions and shapes specified, delivering a satisfying and reassuring experience. Once a design idea is selected or when support is needed, the customer can book a sales consultation in-store, with staff able to access current designs from the cloud platform and add value through design validation and installation advice.

 

A cloud-based 3D planning solution ensures that retailers are able to offer consumers meaningful and value-added, enjoyable online-offline experiences that steer them naturally through the research, design and purchase phases. With tailored interactions, home retailers can provide their customers with a simple, stress-free omnichannel service that hits the mark, fostering more meaningful relationships.