#TouchScreenToTouchpoint: Bridging the gap between online and offline

From browsing to buying, how are brands creating delightful experiences – that was the focus of this panel discussion at Internet Commerce Summit (ICS) MENA 2024.  

How are retailers from diverse categories offering personalised experiences to their consumers, asked session moderator Akshay Jayaprakasan, Associate Partner, Redseer.

For Linen Obsession creating a phygital presence was crucial, shared Chief Executive Officer & Founder Pamela Opie. “In our business we see customers navigating across channels. Sometimes even if they reach us online, they are keen to know more about the product, preferring to go through an assisted selling process. It could start with receiving a customer query on WhatsApp based on which our staff create personalised recommendations. The customer can then complete the purchase either online through our e-commerce site or offline at our standalone store or with one of our retail partners including Debenhams or Jashanmal.”

Moving from home to electronics – a category where online research and offline buying is a common phenomenon – how are brands such as Sony bridging the gap between online and offline shopping experience, Jayaprakasan questioned.

“The journey actually begins offline and culminates into a transaction online,” shared Kartik Bhatt, Chief Digital Officer, Sony (MECL). “For example, PlayStation is one of the most successful products in the Sony Arsenal, for which the average transaction time is 3.5-4 weeks, from experience, price comparison to purchase. What happens afterwards is that the customer realises the need for a controller, mouse card, razor wheel, charger and software around it. Therein the seamlessness of online-offline services becomes a key differentiator in the entire electronics universe.”

Offering another perspective Ajay Prakash, Head of Online and Product for Lenskart Middle East said, “We realised that 65% of customers who end up buying at stores actually discover our products online. That’s a crucial piece of insight because we know that their first interaction with Lenskart usually starts online. So, we’ve a virtual try-on feature with multiple functionalities, and we are in the process of introducing a virtual trial room on our online platform that will replicate the store. What’s more, since not all customers shop alone, we also have community services where the customer can add their friends and invite them to shop along.”

Staying with fashion & lifestyle Karan Shah, Co-founder, Hypeselection that sells sneakers and streetwear added, “We sell hard-to-find, limited-edition, high demand and high value items, which makes the proof of authenticity crucial, especially for a startup like us. Thus, we partnered with a US-based authentication services and brought the experience to life by installing a light box with 10 cameras. If a customer places a shoe in the light box, it clicks 10 pictures in 30 seconds and within a couple of minutes it authenticates if the shoe is original using algorithms. In addition, we use a couple of software that analyse data coming in from our shoppers to identify purchase patterns and popular trends in terms of colours and so on.”

Next up is a coffee platform that’s gaining resonance among consumers. Drinkit is a digital first coffee shop where beverages can be ordered online through the app or through the kiosks. “We tend to think that people would like to talk to the barista to explain their coffee preferences. In reality, people are willing to do this online. For example, we recently opened our coffee shop at Wasl Square and 95% of the orders are placed online. Hence, its crucial to make the digital experience even more convenient versus walking up and chatting with a barista,” stated Ekaterina Borodich, Chief Executive Officer, Drinkit Dubai.

“Thus, we’ve created an app that helps users to customise their orders in just a few clicks, pay and pick up their orders as smoothly as possible. On downloading the app, users can watch engaging and witty videos of the drinks which initially facilitate the ordering process moving on to frequency of purchase and rate of retention. The app throws up crucial insights for us to curate a delightful customer experience every single time while also suggesting new drinks and add-ons. We also provide nutrition-based information that makes the buying process even more hassle-free,” she elaborated.

Making an interesting observation Jayaprakasan opined, “Despite living in the world of data, research indicates that only 10% of the data that’s collected is actually used.”

“We are capturing a lot of data and not only from the customer but also from our back end. When I say back end I mean pricing, inventory and so on. We try to feed the business with as much data as possible. But does it always convert into decision-making data? Perhaps not yet,” admitted Sunil Nair, CTIO, Cenomi Retail. “In a market like ours where customer dynamics are changing rapidly and thus goal posts are too analysing data and taking actions based on that data is a complex process.”

Staying with the power of data, Udo Rauch, Managing Director, fulfillmenttools explained its vital role in the realm of quick commerce, which is challenging. “Retailers offering this service must be aware of their stock inventory in real-time, which is data intensive and complicated. At the end of the day, it’s all about knowing and investing in the right technology to deliver on customer expectations.”

From products Jayaprakasan turned to experience and posed a question to Daria Prodaevich, Managing Director, Dubai’s Theater of Digital Art, “Having invested in interesting and immersive exhibitions and events, what kind of content is resonating more with consumers?”

“As the first digital art space in the UAE we showcase immersive and technologically enhanced art,” Prodaevich responded. “We organise immersive concerts, wellness and dining experiences, blending them with digital art creating something for every visitor based on their interests and mood. In addition, we’ve a great lineup of classical contemporary music and immersive dining experiences,” she concluded.