The shift to online has put a burden on retailers to educate their customers, both in and out of stores

This article is part of a four part mini-series, taken from our report "The Retail Experience Economy 2.0", which focuses on how the Retail Experience Economy will need to adapt after Covid-19. Find the other three parts at the bottom of this page

5 minute read

Education within the retail experience is crucial – yet retailers often take it for granted that their customers ‘know what to do’. In this final article of our four-part series on the post-pandemic Experience Economy, we will look at how the need and ability for retailers to educate their customers has been influenced and changed by the pandemic.

Learning new skills and technologies became a key feature during lockdowns, particularly for older consumers, many of whom shopped online or used digital devices for the first time. This presents a significant opportunity for retailers to engage new audiences and educate them about their products or brand. While the digital acceleration has handed additional power to the consumer (e.g. price comparison websites and greater choice), it has also increased the complexity of purchasing decisions.

Here, retailers must educate their consumers in-store, online and through social media to maximise conversion of sales – giving them the information they need, when they need it. Doing so can ensure their customers independently glide through the customer journey to the point of purchase, while creating trust and building loyalty.

Fig 1: 50% of Millennials value online resources for educational experiences

Source: Retail Economics