The retail landscape has changed dramatically to become more sophisticated, intuitive and uncomplicated. The disruptive element is online shopping: from the proverbial comfort of your home, you can click and buy at any hour of the day and night, return unwanted items and get early access to sales.

However, that doesn’t mean that physical shops have become obsolete. Admittedly, in recent years, they have lost some of their vitality. However, the more savvy of brick-and-mortar shops are changing to cater for our increasingly demanding shopping habits.

For both shopping models to remain relevant, they need to enhance the shopping experience. True, online outlets have comfort on their side. However, brick-and-mortar shops can have an edge by elevating shopping from a mere exchange of goods and cash to an experience that makes us feel good.

The rise of the omni-channel

It’s no longer a situation of online versus physical shopping. Both models have certain advantages which can be adopted by both. For instance, online outlets are now offering a degree of physicality by introducing the concept of buying online but then collecting your items from a physical shop. On the other hand, physical shops are becoming more technological, with virtual windows, displays and seamless payment methods.

To provide a seamless shopping experience, shops have to become omni-channel by fusing the convenience of online shopping to the in-shop experience, and vice versa. Apple, for instance, has introduced online electronic payments in-shop, thus eliminating the need for cash registers. Salespeople handle sales on smartphones and send customers receipts via e-mail.

Physical shops are also introducing apps that enhance the physical shopping experience. Walmart, the world’s biggest retailer, has recently introduced the Savings Catcher app: customers can scan their shop receipt and the app will compare the items on the receipt with deals advertised by competitors in the area. If the advertised price is lower, Walmart refunds the difference.

In-store technology

Brick-and-mortar shops are enhancing the shopping experience by introducing various forms of technology. The aim is to combine e-commerce elements with in-shop retail to create a connected experience. Fashion outlets, for instance, are introducing virtualfitting tools and product aisles. Atits Toronto showroom, Tesla Motorshas installed interactive displaysand design studios where customers can configure their own car on alarge touchscreen.

A couple of years ago, Tesco had introduced virtual mirrors in some of its stores: the mirror overlays a digital image on top of a normal mirror to allow customers to see how a particular item fits them. Tesco also tested endless aisles: customers can view and order products on a single screen, thus eliminating the need to walk around the shop.

Simple and intuitive

Enhancing the shopping experience is not just about boosting convenience and speed: it’s also about anti-cipating customers’ needs and aspirations. Online fashion shops, for instance, propose seasonal looks which customers can buy. Physical shops can do the same by constantly updating their shop windows and displays and making the shopping experience more personal: after all, one of the advantages of online shops is that they empower customers and make them feel more unique.

Meet and greet

Online shops may have all the convenience in the world: however, the one thing they lack is the human element. It’s something which most online shops do their best to mimic. For instance, while shopping online, customers are increasingly being given the opportunity to chat to a salesperson in real time. Online shops also remember customers’ past purchases and propose similar or updatedproducts and services. That way, shopping becomes more personal.

Physical shops, on the other hand, have to work on how they greet customers. Salespeople should make customers feel at ease by greeting them in a warm and friendly way. This, however, should be genuine: otherwise, customers will feel rushed and intimidated. Moreover, salespeople should make customers feel unique: customers, especially repeat ones, like to feel recognised but don’t appreciate over-familiarity. The trick is to find the right balance.

Also, shops should pamper their customers with freebies: free WiFi or a play area, for instance, will keep the children happy while their parents shop. Also, a small cafe or comfortable seating will help customers relax and, most importantly, continue shopping.

Care for your customers

• Don’t just hand a product:present it to your customers. Offer gift-wrapping.

• Don’t wait for customers to ask: offer suggestions and recommendations.

• Compliment customers on their purchase.

• Keep the shop temperature at a setting that is comfortable for customers.

• Make it easy for customers to return unwanted products.

• Listen to your customers and don’t interrupt them.

• Never rush customers out at closing time.

• Never blame the company for policies or decisions: you represent the company.