Endless aisle – making sure the customer is never left wanting
Around 10 percent of in-store sales are lost because an item is not in stock. If we consider this with how customers review product ranges online, expecting to see and purchase these items when they arrive at the store, then we have the key drivers for an endless aisle. Customers still enjoy the personalised support available that they experience in stores and enjoy the freedom to touch and explore before deciding to purchase a product.
Retailers continue to rethink and reinvent the shopping experience and offering an endless aisle gives the physical store a much better chance to avoid lost sales. Keytree In-store Technology (KIT) gives the store associate access to the store catalogue, the full inventory of the brand and provides the customer with real-time access to products. However, the capabilities of endless aisle do require a full integration of the right technology and processes.
There are various challenges that retailers face when setting up an endless aisle functionality. These are as follows:
- Keep your inventory up-to-date in real time knowing when and where the stock is available, otherwise you will not be able to order the item that the customer demands with any confidence.
- The inventory can change constantly across your multiple channels, i.e. the online store, the physical store or placed orders with dropship suppliers.
- Knowing how much stock you have to hand, which means that key systems are integrated with each other, so that inventory levels are constantly updated with each sale and you always know what stock is available at any given time.
Keytree In-store Technology can be integrated seamlessly with systems such as SAP CAR to provide a comprehensive endless aisles experience for your store, making sure the customer never leaves wanting – as customers can continue to browse products online while in the store but with the full support of the store associate. Items available online, including any offers can be redeemed, and if the product is available to view or try on in the store, the store associate can use KIT to locate accordingly – regardless of the location.
Enhancing the customer experience with more choice
An endless aisle of products will ensure the store associate is no longer restricted to the in-store inventory and gives shoppers access to a range of products that are always available.
If a customer wants an item in a particular size and colour, but the item is not available in the store, this potentially is a sales opportunity that could be lost to online competition. An endless aisle will combat the possibility of losing out to another store or website by allowing the store associate to show the customer the requested item online. The customer can then decide on whether they want the item delivered to the store or conveniently to their home address.
Providing the store associate with instant access to the product catalogue and current, real-time stock inventory, allows the store associate to share an endless aisle of items with the customer. Making available online what you are unable to get in-store, hands the impetuous to the store associate and with the right technology, empowers the store associate to offer alternatives and suggestions to guarantee the customers gets the item they came to buy in store.