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In today's retail landscape, consumer expectations are higher than ever. They want everything immediately, all the time... and they’re right!
While e-commerce currently accounts for around 20% of all retail sales (up from 14% in 2019), 72% of customers still rely on physical stores as their primary shopping method. Being able to say “yes” to the customer is crucial. Indeed, 30% of consumers believe stockouts negatively impact their shopping experience, and when a desired item is out of stock, only 16% choose an alternative product from the same brand. Meanwhile, 37% opt for a different brand, and 9% will buy nothing at all*.
Endless Aisle has become a key in-store feature, combining the benefits of online and in-store shopping to meet shopper expectations and empower store associates.
What exactly is an Endless Aisle?
An Endless Aisle is a retail strategy that leverages technology to expand the product offerings available to customers beyond what is physically stocked in the store. The concept is based on the idea that by using technology, retailers can offer an "endless aisle" of products to their customers, without the need to have every item available in-store.
The Endless Aisle strategy typically involves the use of digital displays or touchscreens in the showroom that allows customers to browse and order products that are not currently in stock. These orders can then be fulfilled either through in-store pickup, delivery to the customer's home, or shipping from a warehouse.
It is particularly useful for retailers with limited physical space or for those looking to expand their product selection without investing in additional inventory. By offering customers access to a broader range of products, retailers can increase sales and customer satisfaction while also reducing the risk of having out-of-stock items and walkouts.
Intelligent searching
Endless Aisle enables store associates to find any product quickly using the application. By scanning a product code or conducting a manual search with auto-completion, they can access detailed product information, such as product visuals, attributes, product promise, delivery options, pricing, and promotions. The application also suggests cross-sell and upsell opportunities. An intelligent search engine delivers exact matches or approximate results to help locate the desired item quickly.
Detailed product information
Whether responding to a product request, providing additional information, or solving a problem, store associates must be equipped to meet customer needs. This requires in-depth product knowledge and precise and reliable information to meet customer expectations. The Endless Aisle empowers store associates by providing additional product details, upselling opportunities, product availability, and available delivery options.
Unlimited product delivery methods
Endless Aisle offers customers an unlimited selection of products by virtually expanding the store’s inventory. Even if a product isn’t physically available, the store associate can still fulfil the customer’s request using unified inventory with various shipping options: home delivery, click-and-collect in the same store, click-and-collect in another store, or reserving the item in another store.
Benefits of endless aisle solutions
This approach can offer several benefits, including improved customer satisfaction, increased revenue, merchandising opportunities and more efficient order fulfilment. In this response, we will explore the five key benefits of endless aisles and elaborate on each one.
1. Fewer lost sales
By implementing an endless aisle strategy, retailers can reduce the chances of losing sales due to stockouts or limited inventory levels. With an endless aisle, customers can access a wider range of products than what is physically available to buy in-store. This means that customers are more likely to find what they are looking for, even if it is not in stock at the physical retail store.
2. Increased customer loyalty
They can increase customer loyalty by offering a convenient and personalised shopping experience. By providing customers with access to a wider range of products, retailers can meet the unique needs and preferences of their customers. Additionally, by making it easy for customers to find and purchase products, retailers can improve overall customer satisfaction, leading to increased loyalty.
3. Improved order fulfilment
They can help retailers improve their order fulfilment processes. By providing customers with access to a broader range of products, retailers can fulfil more orders from a central location, reducing the need to store and manage real-time inventory in multiple locations. This can lead to more efficient order processing and faster delivery times.
4. Reduced shipping costs and fewer returns
Endless aisles can help retailers reduce shipping costs and minimise returns by ensuring that products are available in the most efficient locations. By centralising inventory management, retailers can optimise their supply chain and reduce shipping costs. Additionally, by providing customers with more detailed product information and access to reviews, retailers can help reduce the chances of returns due to inaccurate or incomplete product information.
5. More revenue through cross-selling and upselling
They can increase revenue by cross-selling and upselling products. By providing customers with access to related or complementary products, retailers can encourage them to purchase additional items. Additionally, by using customer data and purchase history, retailers can personalise product recommendations and promotions to increase the chances of a sale. This can lead to increased revenue and customer lifetime value.
Unlocking new opportunities with new technology
Endless aisles present an opportunity for retailers to expand their product offerings beyond the physical limitations of their brick-and-mortar stores, allowing them to reach a wider audience and increase sales. With the advent of new technologies, such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI), retailers can take their strategies to the next level, unlocking even more opportunities for growth and success. Here are some examples of how new technology can be used to enhance endless aisles:
1. Augmented Reality (AR):
AR technology allows retailers to provide customers with a more immersive shopping experience by overlaying virtual objects onto the real world. For example, a customer could use their smartphone to view a piece of furniture in their living room before making a purchase. By integrating AR technology into their endless aisle strategy, retailers can provide customers with a better sense of what products will look like in real life, which can help to reduce the risk of returns and improve customer satisfaction.
2. Virtual Reality (VR):
VR technology allows retailers to create virtual stores that customers can visit from anywhere in the world. By creating a virtual store that replicates the physical store experience, retailers can provide customers with a more engaging and personalised shopping experience. Customers can browse your entire product catalogue, try on clothes, and interact with sales associates in a virtual environment, creating a more immersive and memorable experience.
3. Artificial Intelligence (AI):
AI technology can be used to personalise the shopping experience for customers by analysing their browsing and purchasing behaviour. By collecting data on customer preferences, AI algorithms can recommend products that are likely to be of interest to each customer. This can help to increase sales and improve customer satisfaction by providing a more relevant and personalised shopping experience.
4. Mobile Apps:
Mobile apps can be used to provide customers with access to endless aisle technology from their smartphones or tablets. Retailers can use mobile apps to provide customers with product information, reviews, and recommendations, as well as the ability to make purchases directly from their mobile devices. This can help to increase sales and improve customer engagement by providing a convenient and easy-to-use shopping experience.
Overall, new technologies can help retailers to unlock new omnichannel opportunities and enhance their strategies. By incorporating AR, VR, AI, and mobile apps into their strategies, retailers can provide customers with a more engaging and personalised shopping experience, which can help to drive sales and improve customer satisfaction.
Planet Order In-Store: A powerful Endless Aisle application
Planet Order In-Store is a user-friendly endless aisle application available on Android devices or through a browser. It offers all the capabilities of the Endless Aisle to store associates, providing real-time availability and delivery options. Planet Order In-Store also includes additional features to boost in-store conversion:
Unified cart linked to the customer
Planet Order In-Store allows the sale of multiple products with different shipping modes in a single transaction. For example, customers can buy a watch immediately, have a suit delivered to their home, pick up shoes in another store, and reserve a dress for their partner—all in one seamless checkout process. Another advantage of the unified cart is that the customer can start a cart in-store and complete it online, or vice versa. The cart is no longer tied to a specific channel but to the customer.
Adapted checkout process
Planet Order In-Store’s shopping cart integrates promotions in various ways, taking into account product specifics (special sales, etc.), customer details (loyalty, segmentation, coupons, etc.), and promotion conditions (total amount, quantities, free deliveries, etc.). Thanks to the "Hydra" Engine, an external sales promotion engine can be integrated, which can adapt in real-time based on the customer’s browsing and purchasing behaviour.
Flexible Payment Methods
Planet Order In-Store integrates multiple payment methods: card (either all-in-one with our Pax terminals or in two steps, initiated on Planet Order In-Store and completed on a payment terminal), cash, gift cards, credit notes, and loyalty points. It is also possible to split payment using multiple methods for a single transaction. Retailers can choose to shift payment to the POS system, as has traditionally been done.
Contact us today to learn more about how Planet's Endless Aisle solution can elevate your retail operations.
*Sources: Convictional, Salecycle, National Retail Federation
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