Why our stores make Digitec more than just an online shop

Stephan Kurmann

21.11.2022

Pictures: Christian Walker

Basel, Bern, Dietikon, Geneva, Kriens, Lausanne, St. Gallen, Winterthur, Wohlen, Zurich: these are the cities where we, Digitec Galaxus, have our ten physical stores. Here, it’s not so much about scrolling and clicking as it is about in-person service. Daniel Cyganek, our Head of Retail, gives us an inside look at business in our physical stores.

Daniel, you’re our «Shop Boss» and therefore responsible for all Digitec stores. Digitec Galaxus is an online retailer after all, so why do we need ten physical stores in Switzerland?

Daniel Cyganek: We’re not merely an online retailer. We’ve had both an online and offline presence since the very start. It’s our unique selling point – known as our USP – and for many of our customers, it’s precisely what puts us a cut above other online stores such as Amazon and Aliexpress.

What specifically do customers like about our stores?

Many customers stop by to get advice about a potential purchase. Customers are particularly keen to call on the expertise of our employees when it comes to electronics such as notebooks, smartphones and cameras.

Customers also value being able to pick up an order at a store directly. Around 60 per cent of customers do so on the same day they place their order, or on the following day. Customers also have the option of returning a purchase at our store. Around a quarter of all returns are processed via our Digitec stores.

And there are, of course, folks who come to our store because they prefer to look at a desired product in person before purchasing it. How does a particular product feel when you hold it in your hand? Is it of high quality? How user-friendly is it? These questions can be answered in no time at all in-store, where we have over 100 products on display.

It’s also true that having a physical store gives customers a sense of confidence in us. Whether a product isn’t quite right for you, you’re not satisfied with it, or you need additional guidance, you can simply stop by and get the help you’re looking for.

So the shopping experience at Digitec is better than at other online retailers without a brick-and-mortar presence?

Definitely (laughs). But since we only have data regarding the shopping experience at Digitec, we should focus on that. The way it works with us is that customers who have visited our store automatically receive an e-mail asking how satisfied they are with the experience.

And what does the satisfaction barometer currently show?

I’ve already received the September survey results; almost 4,000 customers took part in our satisfaction survey. And the results are really positive. 96% of our customers are satisfied with our in-store service and would recommend us. Those are pretty good results, but we still want to improve. Our goal is clear: to inspire our customers through personalised services that leave them wowed.

What services are we talking about? What brings customers to our stores?

I can be very specific about why people come to our stores. Last year, we carefully analysed the data and found that nearly 60 per cent of customers swing by to pick up an order. We’re talking here about «Click & Collect», which allows you to order a product online and pick it up in the store. This option is faster and better for the environment since no additional cardboard packaging is required, as is the case with delivery by post.

Around a quarter of people come for our customer service and to get their product questions answered. This also includes customers who want to return a product. All other customers come by to order a product in-store or buy it on the spot.

The ratio of these three services is more or less the same this year as well, though the time we spend on product consultations and customer service issues is constantly increasing. Also, our customers are benefiting more and more from services such as display foiling and data transfer from an old device to a new one.

What’s more, all the services we offer in our Digitec stores naturally also apply to all our Galaxus customers. So you can also pick up or return your Galaxus order at our stores. Though when it comes to product consultations we focus on Digitec products – the expertise of our store staff is in electronics.

Black Friday and Cyber Monday are just around the corner. Do you think this year’s rush will be bigger than ever?
Our stores will certainly be buzzing. There will be those who want to bag a Black Friday bargain the day of and those who want to make a return. November and December are intense months for us in retail – but that’s a good thing and we’re prepared for it. And this year, we’re planning a whole week of Black Friday bargains. It starts on 22 November and ends with Cyber Monday on 28 November. This way, both customers and employees benefit. Customers can take advantage of our sales for seven days instead of just one, and our employees in retail and logistics have more time to deal with the immense volume of orders and purchases. It’s a win-win. Less stress for everyone involved.

Let’s look ahead to next year. What’s coming up in 2023? Anything new in store?

We want to offer our customers even more services and further improve their shopping experience. Customers should leave our stores even more satisfied than before. What does this mean? At the moment, we want to find out whether customers want to try out products before they buy them. Right now, only electronic products such as smartphones, headphones and notebooks can be tested on site. I would like to take this opportunity to ask our Community directly what they think of the idea of expanding this option to more products. Thanks for letting us know!

Thanks for the info, Daniel.

Dear Community, how satisfied are you with our in-store customer service at Digitec Galaxus? What stands out, and where can we improve? Feel free to share your experiences and opinions in the comments section below.

Stephan Kurmann

Senior Communications Manager

Stephan.Kurmann@digitecgalaxus.ch

Studies claim that we have a shorter attention span than goldfish. Ouch! My job is to get your attention as often and for as long as possible. How? With content you enjoy. Outside of the office, you’ll find me on the tennis court, curled up with a book, Netflixing or travelling. more

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