Why do we need to integrate online shopping with offline shopping experience?

TDF_Visual Merchandising Storytelling Specialist_Omnichannel_Window Displays_Louis Vuitton_Why do we need to integrate online shopping with offline shopping experience?

(Photo: LOUIS VUITTON, Shot at Landmark, Central, Hong Kong)

As we are begging to approach the post-pandemic stage of the novel coronavirus, European governments started to lift travel restrictions for business recovery. While the luxury market in China began recovering businesses in April; meanwhile, we all started changing our mindset about the prospects of more digital transformations. 

How do we increase sales and improve our activities post-pandemic? E-commerce may be the only way out for the post-COVID-19 business recovery. A full omnichannel strategy will likely become the focus of the luxury industry. Let’s explore the integration of online shopping experiences and offline shopping experiences.

TDF_Visual Merchandising Storytelling Specialist_Omnichannel_Window Displays_La Prairie_Why do we need to integrate online shopping with offline shopping experience?

(Photo: La Prairie, Shot at IFC Mall, Central, Hong Kong)

Omnichannel

According to Mckinsey, luxury brands should consider creating more customized local shopping experiences and increasing omnichannel offerings to engage with customers in second-tier and third-tier cities. It could mean better window displays and other marketing strategies.  Before the outbreak of coronavirus, Forbes noted that Red Luxury has proven that applying sophisticated online marketing tools has driven revenues more than doubled for Ginette NY and Pamela Love. Both brands have physical stores where customers can experience the integration of online shopping experiences and offline shopping experiences. For example, after Pamela Love posted the opening party of their first shop in Paris on their Instagram page, the piercing parlour ended up with a 6-month waiting list. Undoubtedly, the full potential of omnichannel will be the trend. 

Visual Merchandising Is Still Inevitable

When customers order online and pick up in-store, luxury brands can use the data found from online traffic. It can facilitate what kind of window display designs will be the most attractive to consumers in physical stores. This kind of personalized shopping experience can stimulate shoppers’ desires to try or purchase the products in the windows.

(Photo: Burberry, Shot at Tsim Sha Tsui, Hong Kong)

According to a study by ICSC, web traffic can help to drive the foot traffic of physical stores by as much as 45 per cent. Positive customer shopping experience from online stores can boost visits to physical stores. Therefore, the visual merchandising of physical stores is still inevitable since it becomes a product-discovery journey. When customers order online and pick up in-store, luxury brands can use the data found from online traffic. It can facilitate what kind of window display designs will be the most attractive to consumers in physical stores. This kind of personalized shopping experience can stimulate shoppers’ desires to try or purchase the products in the windows. 

Personalized Shopping Experience

One important thing that e-commerce cannot deliver is the five senses: Sight, Sound, Touch, Smell, and Taste. They are personalized in-store touch points between shoppers and brands. Even though online channels provide imagination for customers with different visuals, the physical five senses are far more engaging than just a virtual experience. According to the report from Mckinsey, nearly 40 per cent of physical purchases are created without online research, while omnichannel shoppers purchase 34 per cent more than offline-only shoppers. Customers do research online about products, shops, and usually finish the orders at brick-and-mortar stores. The in-store visual merchandising is significant in increasing foot traffic and converting the sales revenue. Therefore, having a cross-channel personalization in the post-pandemic is valuable for the industry.
When customers order online and pick up in-store, luxury brands can use the data found from online traffic. It can facilitate what kind of window display designs will be the most attractive to consumers in physical stores. This kind of personalized shopping experience can stimulate shoppers’ desires to try or purchase the products in the windows.

(Photo: Hermès, Shot at ELEMENTS, Kowloon, Hong Kong)

In some ways, TDF believes that the integration of online sales channels and offline sales channels is notable and a must-have. Therefore, in-store visual merchandising, like stellar window displays, is crucial to achieving that coveted personalized customer experience. To help our customers in the luxury industry, we can offer flexible visual merchandising realization solutions in just 5 easy steps.

For more details on our projects of window displays, product displays, and fixtures, please do not hesitate to contact our project management team at enquiry@tdf-asia.com or give us a call +852 2116 9583.

Other Window Displays

We gather the latest Visual Merchandising news and share our thoughts about the VM industry. These are exciting display examples

We gather the latest Visual Merchandising news and share our thoughts about the VM industry. These are exciting display examples

We gather the latest Visual Merchandising news and share our thoughts about the VM industry. These are exciting display examples

We gather the latest Visual Merchandising news and share our thoughts about the VM industry. These are exciting display examples

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