Hybrid shopping

The importance of moving to a hybrid shopping experience in the retail industry

Our Director of Fashion & Non-Food Retail, Aislinn Lea, featured in the Retail Excellence Ireland, Retail Times, to discuss the importance of moving to a hybrid shopping experience in the retail industry. Aislinn highlights why having a bricks-and-mortar business with an online aspect, along with a mix of retail and digital talent, is crucial for retail success.

It’s a different world in retail, post-pandemic, Aislinn Lea agrees. “Retail employee retention has always been challenging, but it has reached new heights since the pandemic. Retail workers are now seeking roles that offer greater work-life balance and more flexibility as well as the company being the right culture fit,” she says. Sourcing, training and onboarding new team members can be expensive, so it is worth investing in retention strategies to prevent high employee turnover. With this in mind, Aislinn says there are a number of key reasons good retail staff will start to think about leaving to be mindful of. And luckily, there are steps you can take to prevent this, as she explains below.

Aislinn believes a hybrid shopping model is essential in today’s retail landscape, but equally important is having the right digital and retail team. “In physical retail stores, employees assist customers, answer their queries, and guide them through the purchasing process. Similarly, in the digital realm, staff interact with customers through various channels like live chat, email, or social media, addressing their concerns and providing support. Exceptional customer service builds customer loyalty and increases sales so selecting the right candidate is essential for business growth,” she says.

Meeting customer preferences:

Customers have varying preferences when it comes to shopping. Some prefer the convenience and accessibility of online shopping; others prefer the tactile experience and personal interaction of physical stores. Having both options allow you to cater to a wider range of customers, whilst enhancing their shopping experiences.

Digital talent for online success:

To succeed in the digital realm, having a team of digital talent is essential. These professionals can handle e-commerce operations, digital marketing, website design and optimisation, social media engagement, and customer relationship management. Their expertise will ensure that your online presence is effective, engaging, and capable of driving traffic and conversions.

Building brand awareness and sales:

Physical stores offer a tangible presence that can help build brand awareness. Customers can interact with products, seek assistance from knowledgeable staff, and establish a personal connection with the brand. By complementing this with an online presence, you can expand your reach, engage with a broader audience, and reinforce your brand identity. Online sales can supplement your in-store revenue and provide opportunities for growth.

Retail talent for personalised experiences:

In-house retail talent is crucial for providing exceptional customer service, creating personalised experiences, and driving sales in physical stores. Retail employees with product knowledge, excellent interpersonal skills, and a passion for customer satisfaction can enhance the overall shopping experience and build lasting customer relationships.

Blending physical and digital strategies:

The key to a successful hybrid shopping model is integrating your physical and digital strategies. Your retail and digital talent need to collaborate closely to align marketing efforts, optimise inventory management, deliver consistent brand messaging, and leverage customer data to provide personalised experiences. This will help make the most of your hybrid approach. Retail teams could also enhance collaboration with the digital team by providing services such as in-store collections and returns.

You can check out this feature in the most recent edition of the Retail Times here. For more information call us on 01 814 8747 or email aislinn@excelrecruitment.com

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€1.25m E-commerce fund for retailers open for applications

A new scheme meant to help Irish SMEs and retailers grow their e-commerce capabilities has opened for applications. The scheme, which is run by Enterprise Ireland, will allocate €1.25 million in funding to facilitate the acceleration of online retailer’s digital and e-commerce capabilities.

The scheme will see grants of between €10,000 and €25,000 awarded on a match fund basis with the specific purpose of supporting retailers to enhancing their online sales capabilities, ensuring they are better equipped to deal with increasing competition from overseas and help scale their businesses in international markets.

“Enterprise Ireland is committed to supporting Irish companies to realise their global ambition by providing the mentoring and financial support necessary to scale in international markets,” said Stephen Hughes, head of consumer, Enterprise Ireland.

“Ireland’s retail sector is a primary contributor to our economy, both nationally and at a regional level but it is under significant pressure, particularly from international competitors with the digital means to extend their reach to Irish consumers. By delivering the Online Retail Scheme, we intend to support Irish retailers to innovate and through innovation, to increase their competitiveness and enhance their online presence.”

“While no single intervention will solve the challenge posed by the emergence of digital commerce in recent years to traditional bricks and mortar retailers, today’s announcement marks a significant step forward by Government in firstly acknowledging the challenge faced by the Irish retail sector and secondly by beginning to put in place supports for Ireland’s largest private sector employer,” said Thomas Burke, director at Retail Ireland, the IBEC group which represents the retail industry.

The Online Retail Scheme is open to applications from retail SMEs with 20-249 employees across the island of Ireland, and who have a retail outlet. Closing date for applications is 5 December 2018.

Further information on the fund and details on how to apply are available at www.enterprise-ireland.com/retail.