Shopping has become an essential part of a person’s lifestyle. Some sees this as therapeutic, combating stress and depression. While online shopping is rising to popularity right now, the physical experience still remains the choice of many. But consumers are becoming wiser and more tech savvy each day. This is why many retailers are focusing on enhancing the customer experience with technology-aided marketing tools to help shoppers quickly reach their purchasing decisions (and more readily spend their cash).  A recent Cisco study demonstrates how an immersive in-store shopping experience can attract and keep customers loyal to the brand.

Global Retail Industry Director at Cisco, Lindsay Parker, explains the present consumer behavior and shopping trends that retailers must be aware of in order to succeed:

 “Today’s shoppers are merging their online and offline behaviors while shopping, and simultaneously leveraging technology to help them find what they want, when they want and how they want it. Retailers who want to succeed, must offer consumers an immersive shopping experience regardless of channels and consumers technology preference.”

The Influence of Online Research

It’s common practice to research on the internet before purchasing a product, whether shopping online or offline. The Cisco study illustrates how digital content largely affects buying behavior.  Around 19% of surveyed respondents say that digital “inspirations” trigger their decision to buy, and 30% turn to online videos to choose the best product or service.  More than 50% of US consumers wanted to have an accessible in-store kiosk to access the web for product research, and 42% would like for stores to have a built-in video screens or walls for showcased items. When asked what mobile device they would most likely utilize for in-store content delivery, 47% answered it is through their mobile phones while 35% use their tablets.

“Try On” and Product Viewers

Perhaps one of the most interesting shopping buddy today is the full-length screen where customers can “try on” clothes and accessories virtually and see if they match. This can also be done with furniture, where pieces and lighting could be arranged in a virtual environment. This makes decision-making easier with visualization tools. Around 46% of surveyed customers liked this kind of innovation, with 44% wanting to virtually see the fit of furniture, clothes and accessories, and 49% interested in seeing the actual available products.

Product viewers run on parallel expectations, except that they leverage the social aspect of shopping. This technology allows shoppers to browse items via interactive displays and take their pick base on customer ratings and “likes.”  More or less, 45% are happy with the ability to compare prices and feedback, and 32% love the idea of being able to learn the product specifications through a centralized mechanism.  Roughly 29% had a great time “liking” products while 27% are pleased with having directions to locate items easily within the store.

Mobile Shopper and Favorites

Mobile commerce is red hot, and has made the shopping experience a lot different from the norm. With in-store shopping, retailers can integrate mobility by providing customers with personalized greetings soon as they enter the store and customize offers based from previous transactions and positive Facebook interactions. Something like 49% liked the way their mobile phones give them price comparisons while 47% is fond with the idea of “opt in or out.”

Shoppers’ favorites are presented in a digital, content-rich format on a high definition virtual display, where they feature the most “liked” products, new arrivals and top selling items. Nearly 44% gave thumbs up to up-to-the-minute special offers and 43% were exhilarated by the “what’s new” element.

Catch ‘Em and Keep ‘Em Strategy

The shopping experience need not to be digitally complicated. In fact, the more user-friendly the technology gets, the more positive response it will gain from customers. Retailers juts have to make sure that virtual displays are content-rich and eye-catching, not entirely different from the long-standing traditions of marketing.

Senior Director at Cisco Internet Business Solutions Group or IBSG, Lisa Fretwell chronicles what needs to be done to stay competitive and gain market advantage:

“The key for retailers’ survival is to reinvent the store by bringing online content into store and creating engaging, personal, and emotional experiences that encourage shoppers to buy. It’s about capturing shoppers’ ‘feet and fingertips’ right in the store with digital content and experiences. We call it a ‘catch ’em and keep ’em’ strategy, getting both footfall and fingertips from shoppers to drive sales.”

Whether people are shopping online or offline, technology-based solutions will always come into the picture and bring forth ways to up a notch the overall customer experience. Consequently, buying the customer’s approval and keeping them coming back will be the gauge on how smart and tech-savvy are your in-store facilities. Remember, the generation of today predominantly relies on their smartphones and tablets for almost anything they know they can find in the internet.