In a clever display of cross-channel integration, Melbourne based footwear brand Bared is utilising Skype to bring its online customers in-store.
Online retail is fast becoming a customer’s preferred shopping method. But there are limitations. Bared, a Melbourne based footwear brand, is trying to bridge the gap between in-store and online by allowing customers to book a Skype appointment to help them shop.
Customers can be taken through the range, ask questions and chat with staff about their specific needs. While it’s not quite the same as trying on a pair of shoes, it’s definitely one step above squinting at your computer screen as you try and look at photos of a shoe from different angles.
Using Skype to shop online is one way to combat the impersonal online shopping experience.
“We wanted to better connect with our online customers,” says owner and designer Anna Baird. “We offer a very individualised service, and Skype enables us to share the in store experience with those who don’t live just around the corner.”
Sears has reversed the same concept by utilising Skype in its Canadian bricks-and-mortar stores, allowing customers to Skype with friends before making a purchase.
Retailers will need to keep coming up with innovative ways to engage their customer. From Sneaking Duck’s virtual mirror, to Bared’s Skype consultations, the gap between bricks-and-mortar and online is getting smaller every day.
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