How to build an offline shopping experience online?

1. Background

Agromat has been a market leader in tiles and sanitary ware for decades, playing a pivotal role for anyone in Ukraine who has undertaken a refurbishment project. With over 30 stores nationwide, a portfolio of more than 500 brands, 50,000 SKUs, and an international office in Poland, Agromat continues to set the standard in the industry.

In the tile and sanitary ware market, the physical store remains a critical part of the customer journey. In 92% of transactions, customers visit the store before making a purchase. This is because buyers often prefer to physically inspect the product - touching it, examining its texture, glare, and shades - before committing to an item they’ll live with for years.

While online platforms are essential for researching product details and prices (with over 70% of customers visiting the website), their role is more about building awareness and supporting the purchase process, rather than driving direct sales.

The classic omnichannel model was disrupted in 2020 by the global Covid pandemic, followed by the war in Ukraine, forcing a shift in life priorities. Safety became paramount, with customers avoiding frequent visits to physical stores, while online shopping alone couldn’t fully meet their needs.

In response, Agromat sought a solution to attract new customers and make its services more accessible and secure, adapting to the evolving demands of a new world.

2. Our approach and solution

We began exploring how to deliver a new customer experience that ensures safe shopping when access to physical stores is limited. The result? A new way to experience physical shopping - online. What is it?

The customer journey now begins online. Customers schedule an appointment with a manager via the website, choosing a convenient time. During the appointment, the manager, located in the physical store, uses a tablet camera to virtually guide the customer through the showrooms, showcasing specific products of interest. This offers a first-person, immersive virtual visit to the store, much like the experience in video games.

Solution promo poster

Problems solved by the retailer:

The implemented solution addressed several key challenges:

• Selling complex solutions: This approach provides an additional opportunity to guide and persuade customers through personalized consultations.

• Expanding customer reach: Customers who are unable to visit due to traffic or those living in other regions can now access the store virtually, broadening geographical coverage.

• Reaching new target audiences: Generation Z, which grew up in the digital era, represents a significant portion of buyers. This solution appeals directly to their preference for online experiences.

• Enhancing manager efficiency: In stores where foot traffic may be low, managers can now offer video consultations during downtime, maximizing productivity and enhancing customer service.

What the client gained:

We intentionally chose to develop a web-based solution rather than an app. Customers don’t need another app cluttering their devices, especially for purchases they make infrequently (how often does one buy bathroom tiles, after all?).

How It works for the client:

	1. Make an appointment
2. Discuss client needs
	3. Live presentation
4. Close the deal

This solution offers much more than a standard video call:

1. Integrated Meeting Management System: Similar to those used in beauty salons, we’ve implemented a robust scheduling and management system to enhance the customer experience.

2. Real-Time Visualization of Product Features: During the video stream, we’ve incorporated the ability to visualize product characteristics live using QR price tags. This innovation contributes to a comprehensive ecosystem of omnichannel solutions, which we plan to discuss in a future article.

3. Seamless Shopping Experience: During the meeting, clients can effortlessly add products to their cart and complete their purchase, just like in a traditional online store.

What happened behind the scene:

We developed a comprehensive supervisor module responsible for managing queues, scheduling appointments, collecting feedback, and assessing service quality. This module acts as a "Mission Control Center" (MCC) to ensure smooth operations.

User interface of supervisor module

• Reporting: Comprehensive reporting on customer request processing, including metrics such as call duration, NPS score, and meeting outcomes.

• Sales Managers: Analysis of agent activity, covering shift duration, availability, ticket processing times, and session evaluations.

• Quality control: Assess and evaluate each step of the customer journey, including the script, sequencing, and professionalism during conversations.

3. Results

Results After One Year of Implementation:

Conversion rate	x2	Achieved a 2x improvement in conversion rates, as clients are now approaching us as warm leads.
Average order value (AOV)	+22%	The sales manager is equipped with knowledge of potential upsell opportunities and has time to prepare for the meeting effectively.
NPS	+4pp	Customers tend to rate the new service more favorably due to its innovative nature in the market. They typically provide higher ratings compared to traditional online or offline visits.
Faster service time	-30%	Faster response times are achieved as the manager is already familiar with the sales scenario. A comprehensive analysis of the entire customer journey enables quicker resolution of potential issues.

In conclusion

The payback period for the solution was approximately 1.5 years, which is an excellent outcome.

Beyond the financial aspect, which is undoubtedly important, we distinguished ourselves from the competition. This solution is challenging to replicate due to its numerous hidden features, allowing us to showcase our innovation and commitment to delivering the most advanced omnichannel experience.

Most importantly, we provided clients with maximum security, enabling them to enjoy an offline shopping experience from the comfort of their homes.

Every business has its unique approach to omnichannel strategies. Contact me, and we can explore opportunities to enhance your customer experience while achieving financial benefits for your company.