Over the past two decades, the retail landscape has evolved significantly, with brands initially focusing on e-commerce and direct-to-consumer strategies. This trend accelerated during the pandemic as shoppers moved online. However, as restrictions eased, many consumers returned to physical stores, drawn by the ability to experience products firsthand and make immediate purchases. Today, even though online research plays a big role, many buyers still prefer the in-store experience.

This shift from digital to physical presents brands with a key opportunity. Consumers often conduct research online but make their final purchasing decisions in stores, where knowledgeable sales staff and readily available products can influence their choices. By blending online efforts with a strong in-store presence, brands like Columbia, Salomon, and Blundstone have excelled at meeting customer needs. These brands have taken advantage of platforms like ENDVR to give their in-store teams the tools needed to increase engagement and sales.

As retail is set to grow by 7% in 2024, driven by innovations and changing consumer behavior, brands need to focus on their in-store strategies to thrive. ENDVR’s data report provides essential insights on how to succeed in this competitive environment.

In-Store Decision-Making: Key Data Points

ENDVR’s extensive survey of 500 sales associates across North America, paired with insights from retail and sporting goods analyst Matt Powell, reveals several important trends in consumer behavior and how brands can capitalize on them.

Key findings include:

• 60% of customers choose a brand in-store. Brands with a strong in-store strategy can significantly influence purchasing decisions.
• Brand expertise is crucial. Ensuring sales associates are knowledgeable allows them to confidently address customer questions on pricing, quality, and product features.
• Incentives drive sales. Targeted rewards, such as those offered through platforms like ENDVR, can be a powerful tool for increasing in-store sales.

Brands like Columbia, Blundstone, and Salomon have already embraced ENDVR’s platform to improve their in-store efforts, resulting in stronger sales and higher sell-through rates. This strategy aligns with consumer preferences and highlights the importance of maintaining a strong in-store presence.

Addressing Customer Concerns in Real Time

ENDVR’s data report shows that price is still a top concern for shoppers (38%), but quality and durability are nearly as important (24%). Brands that equip their sales teams with answers to these concerns are in a better position to close sales. Providing training on product details and comfort features helps sales associates guide customers more effectively on the store floor.

With predictions suggesting up to 45,000 U.S. retail store closures by 2028, the retail industry faces significant challenges. However, brands that invest in equipping their in-store teams with the right tools and knowledge will be better prepared to succeed.

Strategies for Success in a Changing Retail Environment

For brands looking to succeed in today’s retail landscape, the key strategies below can make a difference.

1. Improve the in-store experience: This includes training sales associates to provide personalized service and expert advice.
2. Leverage sales enablement technology: Platforms like ENDVR offer tools that help sales teams deliver better service and achieve higher performance.
3. Meet customer expectations: As retail evolves, staying responsive to what customers value, whether it’s price, quality, or product knowledge, is essential.

To explore more insights into how brands are adapting to the latest trends, download ENDVR’s Data Report, which includes valuable information from Matt Powell and ENDVR’s co-founder & CEO. Their recent discussion provides actionable insights to help brands enhance their retail strategies.

Access ENDVR’s Latest Report

For additional strategies on improving in-store performance, download the Data Report and learn how brands like Columbia, Blundstone, and Salomon are successfully navigating the retail space. Discover how your brand can enhance its in-store presence and drive more sales.

Visit ENDVR.io for more resources or contact our team to explore how we can help boost your brand’s in-store success.

 

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