Back to the classroom: Much of the progress of the pandemic in Chile has been to return gradually to the classroom, thanks to the advancement in the process of vaccination and the low of daily cases.
Thanks to this, the quarantines have been rising, and people looking to get back to the scenarios that went to before the pandemic. One of them, the experience of shopping.
Christian Cafatti, CEO of FollowUP Customer Experienceshared his main thoughts about the challenge of returning to the classroom.
“There is a great challenge with regard to the reinstatement of the staff of the store is dedicated to improving the customer experience (clerks, freight handlers, staff, etc), it is important that retailers are able to rebuild their structures managing people efficiently and effectively.”
On the other hand, is the duality between the modes online and physical store, and how to handle these two channels in an efficient way.
“You will handle the deliveries or shipments of the online channel, in addition to handling very well the structure of the traditional channel physical with the management of inventory in the store making the omnicanalidad of both structures of sale.”
In this same line, Cafatti explains that there are likely scenarios that are giving, in terms of the tendency of the customers in the retail. In the first place, the complete return to the old normal, in which the physical sales accounted for 95% of total sales, while the e-commerce was only 5%.
On the other hand, there is the stage in the birth of a new behavior of the customers in the retail, which integrate in a natural way physical channels and digital.
The return to the classroom in the retail
“This scenario is the most interesting, as it allows you to create new marketing models. An example can be physical stores that don't have warehouses (inventory). There are also the interactions chafe free (seamless shopping) as the scan-and-go which was implemented by Ripley; solution of buying physical digital level mall called TakeIt, which is implementing the mall Jockey plaza in Peru or to the shops to iconic Amazon go.”
Therefore, the return to the classroom represents a world of new opportunities, a time to rethink the retail industry, and to integrate what has been learned during this last time so as to generate a customer experience much more enhanced. “This new behavior has opened spaces for new businesses, new experiences and new interactions with consumers.”
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