Spielwarenmesse: Customer experience 2022: new opportunities for brick-and-mortar retailers

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Customer experience 2022: new opportunities for brick-and-mortar retailers

from Christian Prill

This has not happened to me for a while, but I now have a new customer card in my wallet. I’ve become a Lego VIP. I signed up at Lego House in Billund, and eagerly so. The shop was the fitting finale to a customer journey unrivalled in the brand world, an experience that bowled over not only my children, but also myself.

Be a source of inspiration for customers

Brick-and-mortar retailers and manufacturers, I would urge you to take a trip to Lego House. That is the benchmark for everything you need.

  • Lesson one: As a minimum, you have to inspire customers if you want to boost your appeal. Ideally, you should captivate them.

Find ways to mesh your online and offline product worlds

Hopefully you’ll also get to experience this at Lego’s digital aquarium, where you can be a fish designer for a day. Use Lego blocks to build your own fish creations. Scan them, give them funny eyes and teeth – and then release them into digital water, where they can swim around with all of the other Lego fish. Back home again, you can download your fish using the Lego House app.

  • Lesson two: Find ways to mesh physical and digital experiences to create added value for customers.

Offer added value through intermeshing

Made.com has proven that such dovetailing can not only create added value for customers but also boost value creation for retailers. Made.com was founded in 2010 as an e-commerce furniture retailer, and has now opened a showroom in London in the meantime. Shoppers are offered iPads which they can use to view information and images as they move through the store by touching the tablets to the furniture. They can then send the list of viewed products to themselves and order in-store or online. It’s worth pointing out that the high-end furniture is much cheaper than that of competitors. And, particularly interestingly, customers who use the tablets while they browse the brick-and-mortar store spend four times as much as purely online customers. It’s just easier to picture something when it’s right there in front of you. And harder to leave it behind.

  • Lesson three: Thinking about how you can integrate brick-and-mortar and digital offerings from the beginning brings you to the next level.

Design exclusive product experiences

Tea packages of Master of Ceremony
The digital and smart tea packaging of Master of Ceremony supports via App the process of tea brewing.

Smart packaging can also be a new way for brick-and-mortar retailers to integrate digital offerings in a way that makes sense. Factor came together with Siegwerk and Prismade to develop “Master of Ceremony”, a tea brand with digital smart packaging. The packaging takes the consumer through the tea-making process by means of an app. The water hardness level, tea-specific brewing temperature and drawing time are all considered. This is really something special, offering customers added value in the form of greater enjoyment of their cup of tea. Brick-and-mortar retailers can also benefit from such concepts, which allow them to offer products that nobody else stocks. For instance, they can be used by retailers to design their own exclusive brands.

  • Lesson four: Limited and exclusive product experiences help brick-and-mortar retailers attract customers. All the more so when they offer digital added value..

Create customer benefits

As part of a careful review, you should identify which touchpoints are now really important and what form they should take to ensure a special customer journey and experience. Don’t just consider the technical possibilities and processes – you should also define the substantial content. At the end of the day, this further distinguishes the retailer brand by itself and makes it that bit more indispensable for the customer. The content-related design should especially take into account that only three things matter to the customer: benefits, benefits, benefits.

About the author

Christian Prill is a Managing Partner at Factor. He mainly looks at how brands can reach the next level in this time of digital transformation. Factor works with clients such as COR Sitzmöbel, RE/MAX Europe and Miele and has offices in Hamburg and Vienna.


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