E99: Talking The World Beyond Click & Collect + Immersive Commerce w/ Lee Hardham, Brauz
REVOLUTIONIZING RETAIL: THE SEAMLESS INTERPLAY OF ONLINE AND IN-STORE EXPERIENCES WITH Brauz
In today's fast-evolving retail landscape, the line between online and physical stores is blurring. Shoppers seek convenience and flexibility while desiring a personalized shopping experience. Enter Brauz, a platform that has risen to the occasion by bridging the gap between digital convenience and in-store service. This post dives into my recent discussion with Lee Hardham CEO & Founder of Brauz on 'THE ECOMMERCE EDGE,' exploring how their innovative solutions are transforming retail customer interactions.
THE GENESIS AND EVOLUTION OF Brauz
Eight years ago, Lee Hardham embarked on a journey with Brauz, initially a simple marketplace. However as the market's needs became more apparent, Lee and his team pivoted toward a more robust platform, focusing on integrating online and physical retail experiences. Initially they embraced a 'reserve in store' feature, which allowed customers to book items online and try them out in-store. This marked the beginning of what would become a comprehensive suite of services designed to enhance the customer shopping journey.
THE GROWTH TRAJECTORY: FROM SIMPLE RESERVATIONS TO ADVANCED INTEGRATIONS
Over the years, Brauz has continuously evolved. It's not just about reserving a product anymore. The platform now encompasses functionalities like in-store bookings, virtual consultations through a partnership with Zoom, and even a feature where staff can toggle their availability, allowing customers to connect live and discuss products directly.
One of the significant strides has been the move from click-and-collect to click-and-reserve, fundamentally changing how customers interact with products. Rather than just picking up an item, they can now ensure it meets their expectations before making a purchase, significantly enhancing the customer experience and boosting conversion rates.
INTEGRATING ADVANCED TECHNOLOGIES FOR STREAMLINED OPERATIONS
Brauz's platform cleverly integrates with existing retailer stock systems, easing the transition for stores with varying levels of technical sophistication. By connecting with ERP systems or through APIs that provide real-time inventory data, Brauz can help retailers show live stock availability, enhancing the likelihood of purchase and pick-up in-store.
The technical back-end is robust yet adaptable, catering to the diverse technological landscapes of different retailers. Whether it's handling direct integrations or managing inventory visibility through third-party services, Brauz offers scalable solutions that fit various operational needs.
THE IMPACT OF COVID-19 AND SHIFTING TOWARDS VIRTUAL CUSTOMER SERVICE
The pandemic brought unprecedented challenges and opportunities. Brauz quickly adapted by enhancing its virtual consultation services. They integrated Zoom into their platform, allowing for seamless video interactions between store staff and customers. This pivot was not just about maintaining operations during lockdowns but about envisioning a future where digital customer service holds a permanent and prominent place in retail.
FUTURE DIRECTIONS: EXPANDING GLOBALLY AND ENHANCING FEATURES
Looking ahead Brauz is not resting on its laurels. The platform is set for a Series A funding round, aiming to fuel its expansion into global markets. They are also enhancing their features, like embedding shopping carts within Zoom calls, making virtual shopping sessions as interactive and close to the in-store experience as possible.
CONCLUSION: A NEW ERA OF RETAIL
Brauz stands at the forefront of the retail revolution, a testament to the power of adaptive technology and customer-centric innovation. What started as a simple idea to reserve products online has morphed into a comprehensive platform that effectively merges the online and offline worlds, offering unprecedented convenience and personalization to customers. As Brauz continues to expand its capabilities and reach, it is set to redefine retail norms, promising a more integrated and immersive shopping experience for customers around the globe.
To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: