Tracy Matthews: A Eulogy to Hybrid Retail
This is what Tracy Matthews, author of The Desired Effect and Chief Visionary of Flourish & Thrive Academy, offers
«The changing retail landscape gives all retailers and consumers a new way to shop and reach more customers using digital and virtual means. It’s no longer just nice to have to create an online storefront, it’s a must have. Consumers select to know that they can shop inside a brick and mortar store, online, or via a hybrid of both. Give your customers the option to choose virtual styling sessions where you can use video technology to sell or walk consumers around your store or showroom. Inventive technology also allows consumers to virtually try on products, like jewelry or accessories, in the comfort of their own home making online buying experiences easy. Hosting events like virtual trunk shows or live selling events make it easy to reach customers during busy times and to create urgency for best selling products. Applications like CommentSold or ShopShops allow you to stream in multiple places at the same time while making sales in a virtual setting on Instagram, Facebook, and on your website. Luxury retailers also have an incredible opportunity to reach their customers with virtual styling sessions or virtual concierge appointments. Selling over a face to face video calls gives the opportunity for a brand to show the size and scale of luxury pieces which gives a consumer more confidence to buy something before they try it on in store.»
