The Rise of Single Lens Stores Offers the Best of Both Worlds

Over the past decade, many people have made hyperbolic claims about the future of retail. I have come across at least a dozen articles claiming that traditional brick-and-mortar stores will shut down within the next 20 years. However, the reality is turning out to be much more nuanced and we are finding that many brick-and-mortar stores still have an important place in our economy.

The latest trend is the movement towards single lens stores. Single lens stores are integrated stores that rely heavily on both e-commerce and their brick-and-mortar presence. They offer a lot of features that you can’t get through a single channel, including better support, at-store pickup and the opportunity to provide feedback in real-time. Many brands have found that has left them better off than they were before they had to start competing with brands like eBay and Amazon online. Providing a single lens experience won’t just save brick-and-mortar stores from extinction – it will create new growth opportunities brands have never experienced before.

But why is this the future of commerce? It turns out that customers still crave a first-hand experience that e-commerce can’t provide. They enjoy meeting other shoppers during their trip. They like being able to touch the merchandise while shopping and try on clothes before purchasing them.

However, it will not be easy for every store to make the transition. A growing number of shopping malls are closing down because they cannot adapt the reality of digital commerce. With that in mind, here are a few things that traditional stores must do to compete in the new economy.

Offer a more pleasant shopping experience

If you want to draw customers to your store, you must offer an experience they won’t get online. You need to make your store pleasant and inviting. You also need to offer unparalleled customer service so that shoppers really feel like they are being taken care of.

Merge your online and brick-and-mortar presence

The rise of single lens stores has changed customer expectations on multiple fronts. Most customers no longer want to have a shopping experience entirely online or entirely in their brick-and-mortar store.

Instead, you need to provide an experience that combines the two. One way to do this is by giving customers the option to order online and pick up at the store. This reduces the time customers have to wait for the order, while also keeping them from having to spend unnecessary time browsing in the store. You can also give customers the opportunity to check the store’s inventory online to see if an item is in stock before going in.

Offer in-store device services

A growing number of retailers are engaging with customers through digital devices in the store itself. You can give customers the opportunity to find merchandise while they are in the store. You can also make it easier for them to engage with Customer Support staff or file reports on their shopping experience while the memories are still fresh in their mind.

There are a number of ways that you can do this. You can simply have a sign at your store telling customers that they can use your website with their mobile device to assist them with their shopping in the store itself. You can also create an app specifically for your brand, which will offer in-store services.

Retailers must provide both a digital and traditional shopping experience

The days of traditional retail are over. However, ecommerce hasn’t destroyed it the way many pundits predicted. Retailers can thrive by combining an online and traditional shopping experience, and as such maintain their brick-and-mortar storefronts and adapt them to the digital age.