Building Loyalty through Brick-and-Mortar Retail

If you've enjoyed this episode, don't forget to subscribe to The Business of Fashion podcast to never miss an episode. A panel of experts discussed strategies for making physical retail a strong service touchpoint that builds brand loyalty. Shopping is evolving. Consumers now experience brands across channels: they may be introduced to a brand on social media, try on its products at a store, and then make a purchase online. Or, they may browse online and then pick-up an item in-person. For retailers, that means a sale can happen anywhere, at any time. This week on The BoF Podcast, our retail correspondent Cathaleen Chen is joined by Adam Levene, founder of digital customer service platform Hero; Elyse Walker, boutique and concept store owner; and Dan Schoening, Nordstrom’s vice president of business strategy and operations to discuss how retailers can service customers in a way that creates a seamless, individualised experience between across retail channels. Beyond conversions, a strong digital strategy can serve as a way to get customers into a store and foster further engagement, according to Levene. “It's all about giving that customer that comfort, and that desire and reason to actually head into store, having that confidence knowing the item will be there, it's going to be in their size, and they can be greeted by the stylists they connected with online,” says Levene. Convenience can actually drive business efficiency. Nordstrom links inventory across all markets, s