Our app is natively built and generates 80% of our total online revenue, making it our biggest source of direct traffic. Most importantly, it simplifies onboarding for many of our First Citizen customers, who are part of our loyalty program.
The app offers many advantages. For example, consumers can use the in-store app to scan any product, navigate to the product page, and learn more about the product’s origins, production, and features. We provide more photographs and detailed information to the food shopping experience.
In addition, the app facilitates the concept of endless corridor. In retail, in-store conversion rates range from 20% to 40%. This means that out of every hundred consumers who enter a store, only between 20 and 40 make a purchase, while the rest leave without buying anything. Many times it’s because they haven’t figured out the right flavor or size. With the infinite aisle feature, if consumers can’t locate their sizes in the store, they can use the app to shop online. This helps keep the visitor within the Shoppers Stop ecosystem, eliminating sadness and abandonment.
Yes, the app is a bridge that connects and reaps benefits in both online and offline travel. It supports my role in ensuring a seamless experience for visitors, integrating both channels and achieving better overall satisfaction.
We have recently implemented several strategies. One of the key areas of focus has been our visitor appointment management (CRM) transformation, where we are integrating GenAI capabilities. At any given time, we have between 80 and a hundred agents handling visitor interactions. However, fragmenting knowledge into silos can make it difficult to adequately respond to visitor needs. By transforming our CRM, we aim to consolidate knowledge and our ability to be proactive rather than reactive. This update allows us to offer a more integrated strategy to visitor service, which encompasses voice calls, emails, chats and social media interactions.
Additionally, we continue to expand our infinite aisle functionality, as well as features like Buy Online, Pick Up in Store (BOPIS) and Buy Online, Return in Store (BORIS). These methods particularly enhance the visitor experience by leveraging the acceptance as true of what is related to Shoppers Stop.
Customers don’t see ShoppersStop. com as just another e-commerce site; They recognize the proximity and reliability of our physical stores. This allows them to shop online knowing they can buy the products back in-store or search for them online and buy them offline, creating a seamless and integrated food buying process.
On a unit economic level, our e-commerce methods become a positive contribution. More importantly, knowledge of our 2. 5 million app downloads and registrations allows us to attract those consumers to our stores. Many of those consumers may not yet be part of our First Citizen loyalty program.
Absolutely. In an omnichannel setup, the online channel plays many roles. Of course, it’s a profit and profit center, but beyond that, it’s a way to recruit new consumers and incubate new brands and categories. It’s a lot to market your product. online than in-store, requiring more complex processes such as A/B testing. Additionally, the online channel supports studies on online and offline grocery purchasing behaviors prevalent among Generation Z and Millennials. Everyone does their research before visiting a shopping center or store, first checking the stock and product offering online.
For example, with our endless aisle feature, our in-store visitor service affiliates are trained to teach and raise awareness among consumers. They talk about issues like length availability, color options, or have compatibility issues. Associates then use the app to showcase consumers with the full collection available online, making ShoppersStop. com our largest flagship store.
E-commerce is much more than just scrolling through a phone. This is an integral component of the omnichannel concept. For any retailer, the journey toward omnichannel begins with creating a strong multichannel presence. We have gone from multichannel to omnichannel, but it is a constant adventure of improvement and adaptation without a final state. We continue to create new usage instances based on the visitor. comments and social listening.
We are expanding into new regions, especially in the North East, where we recently opened outlets in Shillong and Guwahati. We are also targeting second-tier cities, opening outlets in Kanpur and Pune.
The consumption of high-end products in second-tier cities is increasing significantly, which is a blessing for us as a high-end branch. There is still a long way to go in terms of expansion. Our business progression team is constantly at applicable locations be it high streets or shopping malls as there are huge opportunities in India today.
We’ve been leveraging AI for some time, specifically in spaces like search, AI-powered results, and our site’s advice engines. These technologies have a direct revenue attribution. However, GenAI takes this experience to the next level by making interactions more human.
Currently, we are seeing significant use cases of GenAI in our visitor service area. In addition, we apply AI to facets of our online page and marketing efforts, such as copywriting, email marketing, push notifications, and banner headlines. Projects help us create more SEO-friendly content by choosing the right keywords.
The application of GenAI and other cutting-edge technologies will continue to evolve. While we are already seeing tangible results, our pursuit of these technologies is ongoing, and we expect to uncover even more use cases in the future.
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