The Rise of Digital Experiences in European Retail

ByBecky Patton

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Picture courtesy of Levi Strauss


In the wake of the post-Covid consumer landscape, companies are getting to pivot towards an ever more holistic omnichannel proposition. 

With bricks and mortar retail merchants closing at a disconcerting rate and on the internet procuring patterns fostered during lockdowns proving to be sticking all around, it is by no means been far more vital for brands to keep abreast of the most recent improvements. 

Bridging the hole concerning bodily outlets and e-commerce sites—through the use of social media channels, in-retailer screens, pill POS integration, and expansion into 3rd-social gathering retailers—omnichannel propositions make it possible for for firms to get to their concentrate on shoppers by means of myriad touchpoints. 

Denim huge Levi Strauss was swift to pioneer this craze again in 2019, when they trialed their first “6 NextGen pilot suppliers across Europe and Asia”, with the goal of “testing and discovering about how individuals are responding to [our] new concepts and types.” 


One particular of the 1st “NextGen” Levi Strauss suppliers in 2019


Obtaining achievement by way of their implementation of various new features—such as “LED portal entry archways and LED screens for promoting articles”—the manufacturer is now expanding these rollouts to a “number of outlets in Australia, Indonesia, Malaysia, Singapore, and Thailand.

Specified the ever-shifting mother nature of the sector and the term ‘omnichannel’ by itself, there are other places in which this principle is growing within the e-commerce sphere. 

Concentrating on a lot more of an omnichannel get hold of point tactic, “ContactPigeon, one particular of the foremost omnichannel client engagement platforms for stores in Europe” has introduced an omnichannel chat alternative termed Samaritan. 


This system achieves this as a result of a amount of characteristics: 

  • Guards delicate consumer facts and assures the protection of personal info with 2-move verification via e mail and cellular amount
  • Empowers the brokers with a in-depth buyer profile embedded in the chat interface, for leading-notch assistance
  • Will allow manufacturers to supply activated chat messages dependent on customers’ conduct for optimal and personalized consumer help knowledge
  • Supports highly developed dynamic segmentation functions


For brands and businesses that never have a physical retail presence, client support is of utmost importance in securing ongoing model have faith in and reputation, building this kind of platforms ever more wise for expanding designs. 

By centralizing speak to possibilities for customers, the simplicity of call is naturally enhanced, improving loyalty and acquisition in one particular, if the customer service proposition is correctly marketed onsite. 

It is distinct that these consumer engagement providers are remaining taken very seriously by important players, with ContactPigeon’s customer base which includes house names across “Europe and the United states of america this kind of as Fujitsu, Tommy Hilfiger, Gap, and L’OREAL”.


An offline model

One more sector in which omnichannel has led to massive CAGR enhancements in the wake of Covid is off-rate e-commerce. Having learnings from bodily outlet suppliers and malls, a wave of on the web outlet merchants have emerged in recent decades, relying on the gamification and exclusivity of their presenting – usually by memberships and closed groups. 

By having an offline design into the omnichannel subject, brand names like Zalando have uncovered good results with their off-cost launches this kind of as Zalando Lounge, which provides perfectly-recognized top quality and luxurious makes at discounted charges by a slightly various giving to regular manufacturer drops. 

The convenience and industry penetration of these choices has led to significant wins within just the vogue marketplace, as “a lot of EU nations around the world savored a spike in client need in excess of the previous yr. Germany, for instance, noticed demand from customers triple that of 2020. Six nations in the European Union are projected to knowledge demand from customers advancement of 16 percent per 12 months via 2025”.

With client passions and values regularly morphing, models are feeling the force more than ever to revolutionize their propositions and act swiftly on opinions. 

The vital for omnichannel suppliers is to make sure as broad a reach as possible—with relieve of conversation both to the customer and from the purchaser staying a distinct priority—given the radical shift on line we noticed as a outcome of national lockdowns.