Category: Retail

The psychology of color in human beings is a subject of’ research and ‘has been under study for long periods. The color scheme that is selected by the retailers for decoration, the design of the logo, content on the website and mobile applications etc. can have a direct impact on the sales.

Importance of Color

According to a research, the first impression of the customers plays a significant role in retail and 62% to 90% of it is based on color. Aesthetic appeal is of utmost importance for the shoppers and 52% do not return to the store if they dislike the aesthetics. The primary and deciding factor for 85% of the shoppers while making a purchase is the color. Signage is also an important factor for retail and it is often observed that the ads and banners are designed using red as the primary color.

Color Schemes

There are various color schemes that the retailers may use in their store and on the web applications. Some of these color schemes are as listed below.

• Monochromatic Colors: Varied tones of a single color are used under this scheme.
• Complementary Colors: The opposing colors on the color wheel are used in this scheme.
• Analogous Colors: The colors that are placed at left or right of a color on the color wheel are used.
• Triadic Colors: The colors placed at 120 degrees apart on the color wheel are used as per this scheme.  
• Split-Complementary Colors: A color is selected as a base color and two colors that are adjacent to the complementary colors are used.
• Rectangular Colors: Pairs of two complementary colors on the color wheel are used.  
• Square Colors: Four colors placed evenly on the color wheel are used.

There are also combining color schemes that are often used by the retailers in order to enhance the visual appeal and attract an increased number of buyers.

Influence of Color

Color is a critical variable that has the power to impact the psychology of a human at conscious and subconscious level.

The colors can be used in the following ways to have a positive and appealing influence on the customers.

• The retailers shall select an effective theme for their store and shall then decide upon the colors to explain the concept to the buyers.
• There are certain colors, such as green and blue that may have a calming effect on the shoppers while orange and brown can have a reassuring impact.
• The retailers must understand the ability to alert and appeal their buyers through the use of adequate colors. The use of bright colors like red and yellow can grab the customer attention.
• Brand recognition can be enhanced by 80% with the correct use of colors. Logo colors and color scheme should be intelligently selected.
• The category of product and the choice of color shall go hand in hand. For instance, the sleek look of an electronic product may vanish with the use of bold and bright colors.

Consumer Reaction to Red Color

Red is a color that is usually associated with love and power. The color also has the ability to enhance the heart rate and also activates the pituitary gland. The use of red color in the retail stores visually appeals the buyers and grabs their attention.

A majority of retailer use red as the color for sales signs and for displaying other significant details. It is because more value is added to the aesthetics and it can be easily read from a distance.

A research was carried out to understand the importance of the color in a better manner. A male model was selected as the communicator and was asked to pose for two different pictures wearing a red sweater in one and white sweater in the other. Persuasive arguments were used to understand the color psychology of 94 undergraduate students and the picture with red sweater was rated more persuasive.

The use of web and mobile applications has increased in the recent years and the color of the website or application logo along with the choice of text color shall also be judiciously picked up. The online shoppers make their purchasing decisions largely on the basis of the color scheme used.

Predictive Analytics has put a strong footing in the retail sector where companies are able to understand what their customers want, what products are in demand and are able to allocate their resources optimally. Going a step further, this very analytics is beneficial for targeted marketing to an individual level. Yes, individualization via predictive analytics is the biggest boon that companies can use to their advantages. Achieving the most granular of data today is possible and such multiple endpoint creations help in providing a customized solution for individuals instead of putting them under a group.

Why Individualization?

The huge wall between physical and online retail stores has fallen due to rapid digitization. With Omnichannel marketing strategies and by utilizing predictive analytics, a company can find what a particular customer requires. Their past history and behavior help in predicting what they might want or what more can they be offered. Individualization helps in narrowing down the possibilities of product attributes and can be presented as per the user’s data.

For example, if a person is constantly trying to look for a particular color or is worried about size, the retailer’s website can show them such options instantly. These can be even used for personalized emails or messages that can lure them to a nearest retail store.

Making the Most of Predictive Analytics

There is vast information available that can be used in different ways to implement predictive analysis. Retailers can tap into it and use it in the following few ways to make the most of it.

1. Improve Targeted Marketing

Individualization in a way invokes ‘a feeling of being special’ in the users. At the retailers’ end, it merely helps in offering these customers what they would purchase, understand their styles, trends, and sum up a personalized service. It can be even leveraged to understand what they want so that retailers can try to acquire or create a new segment of products for the same.

2. Keeping Them Interested

In today’s time and age, the pool of information for both retailers and users is so much that they can be lost in it. Customers are quick at switching from one retailer to another when they do not get what they are looking for or find things uninteresting. Using predictive analysis can definitely reel new customers but at the same time, it will keep them engaged. Retailers are able to sense if the customers are staying or leaving by simply surfing or checking the purchase history. Such actionable intelligence can push the retailer to bring back the customer by throwing incentives or providing offers that are based on their data analytics. Also, such data helps in keeping the current customers engaged by sending them timely offers and planning appropriate promotions.

3. Physical Store Value

User data analytics such as demographics, financial market conditions, and recent customer purchasing history can be used to understand where customers hang out the most. Although here it is more of a group analytic, such a data can help retailers to understand where to open a physical store location. Once the store is in place, individuals can be lured via various offers to a place where they prefer to visit.

4. Offering Better Customer Service

Predictive analytics helps the retailers to come up with a better marketing plan. Based on their individual data such as their interests, purchase history, likes, and dislikes, retailers can help them make informed decisions. Also, offering query resolution at individual levels makes the customers feel valued and can retain them in the long run. Such smart analysis will also help in using social media marketing to the fullest of potential.

Predictive Analytics for individualization can be used as the ace in the already swarming pool of marketing strategies. Get in touch with us to understand how predictive analytics tools can help in maximizing the potential of such huge data gathered and reach out to your customers better.

Productivity is the mantra to success in today’s highly competitive world. Expanding the customer base and taking large margins are both tough in a highly competitive world. In such a state of affairs, improving productivity is the only sure shot way for enterprises to stay in the game, even as they painstakingly battle it out for the new customer.

Most enterprises understand the indispensability of software to drive sales and improve productivity in today’s tech-dominated world. However, many enterprises make the mistake of deploying generic software. Such software may come with far lesser hassles to procure and deploy but can sap the very vitality of the enterprise.

Custom Design Gels in with Entrenched Systems

A retail software never works in isolation. Unless it syncs with the enterprise systems it is supposed to serve, it causes a discordant note, and executives end up spending time trying to fix the software, rather than make sales.

The generic software offers a rigid structure, with limited flexibility, and expects business to follow such a structure and approach. Any enterprise is an ecosystem with a culture of its own, and processes which have evolved over time. While change is possible, and maybe even desirable, it requires great effort and energy. Trying to change the enterprise system for the sake of the software is foolhardy. Any change should ideally be for the better, and a thought-out decision, rather than being forced due to the exigency of implementing software.

Custom build retail applications gels in seamlessly with the entrenched enterprise systems. Of course, the caveat is a well-designed app, developed after a thorough study of how the enterprise works.

Reach Out to Target Customers Effectively

Custom retail apps make it easier for the enterprise to reach out to its customers the way they want to, through the channel of preference.

Today’s demanding customers prefer varying channels, such as email, SMS, social media, and more. Marketers require a seamless way to leverage the preferred medium while delivering the required content.

Grouping the brand’s content repository into an interactive management app makes it easy for sales executives to email or SMS customers directly, generate social media posts, post content on different websites, and do more. When all effort is through a single console, marketers are spared time and effort searching for information and taking it to the required channel manually. In fact, regular or routine messages may even be automated, to be dispatched at a predetermined time. Marketers may use the time saved on their core competency, and increase sales further.

Custom retail apps go beyond, enabling personalized shopping experience and support to customers. Brands would do well to connect customers with a salesperson proactively. The salesperson would, in turn, need to be equipped with all information regarding the customer, including their publicly available demographic information, purchase history, likes, preferences, online searches, and more.

Custom Apps Enable Seamless Communication

Seamless and prompt communication is the lifeblood of today’s enterprises. Today’s customers are highly fickle and demanding. They seek instant answers and move away if the business cannot satiate their quest fast enough. A custom retail app, inbuilt with collaboration tools, and configured to tap into information from all depositories, delivers not just faster responses, but also more user-friendly communication.

Marketers, sales executives, and other enterprise stakeholders, powered by an in-house app in their smartphones can remain in touch, respond to the customer, and collaborate seamlessly, from any location, at any time. Sales executives may look-up or access critical information when at meetings with clients. Managers, equipped with real-time insights, may enforce better control over the workflow.

Custom retail Apps Perfect Analytical Insights

While most generic software offers some analytic capabilities, any custom software worth its byte offer deeper and invaluable insights into customer behavior.
The obvious and most apparent need for analytics is to view sales data unhindered. Getting real time sales data, drilled down to store, unit, salesperson, and other minute levels enable taking timely action to boost sales and resolve any trouble spots hindering sales.

A comprehensive custom build sales management suite monitors sales activities on a real time basis, and measure the impact of various marketing and promotional campaigns. Linking sales to marketing campaigns make it possible to evaluate the success rate of specific campaigns, making explicit the ROI of marketing and other interventions.

A spin-off benefit is insights on how executives and other employees interact with the app, as in the time required for completion of specific tasks, whether the tasks are completed in one go, and more, paving the way for workflow improvements. Event tracking also becomes easier, and automatic reports save time and money.

It is poised to get better. More and more retailers are now integrating beacon technology to their apps, to track how customers behave in the store, how many times they visit a certain location, and gain other insights not easily available before. Marketers could use such insights to tailor custom offers and position their products better. Sending out relevant and timely messages to shoppers not only cater to the immediate increase the likelihood of purchases but also improve brand retention, beneficial in the long term. Needless to say, it improves the strike-rates of marketers manifold, sparing them wasted effort resultant from guesses and hunches.

Custom Apps Offer Solid Templates

All software gather data, but data is useless unless put into use for actionable information. Often, businesses fail to harness the data properly. Smart businesses opt for deep customization of their reports, with solid templates to ensure each manager or supervisor get insights that really matter to their task. The best reports are dynamic, populated with real time data. In today’s fast paced and highly fluid world, historical data is as useful as yesterday’s newspaper.

The humongous benefits of custom retail apps notwithstanding, success depends on such apps being easy to use, with little learning curve or training required. It requires a competent and talented team of developers who know their stuff, to leverage the power of simplicity and roll out intuitive custom software for the business.

The past decade has been a game-changer for the way businesses operate in the realm of retail. The advent of e-commerce and its subsequent boom has compelled brick and mortar outlets to undertake a paradigm shift from a profits-first to a consumer-centric approach. Failure in conforming to new consumer demands fueled the retail apocalypse that toppled the brick and mortar landscape. Thus, we see retail giants like Bon-Ton Stores Inc., Sears and Macy’s filing for bankruptcy and liquidate their holdings.

Implementation of targeted mobile promotions, loyalty benefits, e-payment gateways is just some of the strategies adopted by retail outlets to maintain a competitive advantage in the face of fierce technological overhauls. With disruptive innovation gaining a strong footing now more than ever, the need to constantly reinvent and augment is more pressing than before. Here are five key disruptive technology trends that you need to sync your business model with, to offer consumers retail experience par excellence:

Related Reading: 5 Ways to Enrich Customer Experience at Your Retail Store

1. The advent of Artificial Intelligence

Robots and AI bots capable of not just learning but also executing real smartness are the new focus in tech innovations. Retail giants are already experimenting with ways to implement these AI bots in their business operations. A strong case in point would be Amazon’s no-checkout cashier-less convenience stores, Amazon Go being tested across different states in North America.

Then there are self-driving grocery stores and automated trucks making home deliveries that are still undergoing trials. Of course, that is not to say that AI dominating retail operations will become the new normal tomorrow, but it is in the offing. Businesses that are in the retail sector for the long haul will stand to gain from their preparedness to embrace this change.

2. The Internet of Things

The ability of devices to interact with humans, understand commands and execute them is passé. The Internet of Things (IoT) puts the limelight on the ability of machines to interact with one another. The slow but consistent development of IoT is shaping up a new ecosystem where our gadgets will be able to operate without human intervention. Besides, the global market size for IoT in retail is expected to grow around 94.44 billion by 2025.

The emergence of IoT will inevitably alter the dynamics of the way consumers interact with retail business and the way businesses interact with distribution networks and supply chain partners. More importantly, it will usher in a connected customer model by relying on smart-store applications like smart shelves, beacons, and customer service robots. Making room for these swift connections powered by the internet will help you build a business model that is future ready.

3. Striking the Online-Offline Balance

It is the age of digital customers where the lines between online and offline existences are forever blurring. Brick and mortar businesses need an online extension to sustain themselves. Now, the spotlight is on understanding the dynamics of virtual and augmented reality and creating a marketing strategy that caters to the customers’ dual persona – considering their social media image and real identity – to encourage continued interactions and conversions.

The result – a complete overhaul of the shopping experience by bringing in a consistent omnichannel approach built around a convenient digital backend. For instance, Oasis, the UK-based fashion retailer is closing the gap between in-store and online purchasing by merging shopping experiences across its mobile app, website, and brick-and-mortar stores.

4. Personalized Shopping Experience

Take a look at how e-commerce websites function – bringing customers exactly what they need, every time, on every device, without fail. This carefully curated shopping experience eliminates the need for buyers to browse through the inventory of online stores to find what they need. Over time, this approach toward shopping has been normalized to an extent that customers expect the same out of their retail shopping experience too. Installing smart screens, tablets etc. is one way of using technology to recreate the same sense of personalization in your retail business.

5. Banking on Data

Big data is the next big thing in terms of business operations. Multinational corporations are pumping in billions of dollars to assimilate and organize this seamless information to create the right kind of marketing strategies. While big data may be out of your reach as a standalone business entity, you can create your own pool of data and use it to offer improved retail experiences for your customers.

Fun quizzes, for instances, are a great way to gather insights into your customers’ buying preferences, which can then be used to offer personalized product recommendations. You can take it a step further by tracking these recommendations to know if they are appealing to your customers and tweak them accordingly.

Related Reading: How Big Data and Analytics are Evolving Customer Experience in Retail

[Courtesy : European Bank for Reconstruction and Development]

Meanwhile, other technologies like virtual and augmented reality will continue to grow in popularity and efficiency. As a retailer, the onus of using these disruptive innovations to offer a seamless customer experience falls on you. Pairing with the right technology partner is the first step. Get in touch with our experts today to uplift your retail experience with cutting-edge software solutions.

Technology is now an inevitable part of the retail landscape. Any enterprise worth its byte would now have an integrated POS and CRM suite, with features to take care of the entire gamut of operational functions, including sales, transactions, inventory control, suppliers and ordering management, and more. Many establishments integrate their marketing and other functions as well, rendering a comprehensive enterprise-wide system. However, over and above such infrastructure backbone, what matters is the design of the system.

While the importance of the “human touch” can never be understated, many enterprises place to a stake on the human effort. Depend on such “human touch” to advance a process leaves such businesses susceptible to various risks, such as human error, communication gap, accountability issues, disjointed experiences in different stores leading to poor customer satisfaction, and violation of compliance regulations owing to an oversight.

A systems-driven approach is a key to overcome such issues. Devising sound, robust, and foolproof systems, and overlaying the human element, or the personal touch, above such systems, offers the best of both worlds.

The Superiority of Systems-Driven Approach

A system driven approach, with well-drawn out processes for all functions, complete with checks and validations improves employee productivity, deliver organizational efficiency, improves the bottom line, and results in better customer experiences. In fact, the various time-tested quality standards, such as Total Quality Management and ISO primarily mandate establishing systems and following it.

Systems driven approach offers as clear cut process for everything, and ensures all validations and checks are implemented at the right time. This frees the business from the risks of human error or oversight. The best of effort notwithstanding, humans are prone to make errors. In the retail business, for example, heavy rush may result in the shop-floor executive skipping some items in billing, some ordered and paid-for items falling off the packing and shipping delivery chain, or an important customer being ignored.

The necessity of sound systems manifests itself, especially in inventory management. Relying on human estimation or manual practices may result in excess inventory or shortage of inventory, both of which suck the winds of a retailer. The National Retail Federation estimates U.S. retailers losing $224 billion owing to excess inventory and $45 billion from having inventory in stock. A systems based approach, which automates the inventory handling process, and ensures optimal inventory for various scenarios help cut down such losses, and in the process deliver customer delight.

A systems-driven approach also promotes accountability. The system fixes specific roles for everyone, broken down into actionable tasks. The tasks are transparent to everyone in the supply chain, with the option to track progress. The employees get role clarity and the right tools to perform their tasks easily. Supervisors and managers may step in at critical points to resolve trouble-spots, or even pre-empt issued proactively.

Another key blind spot for businesses, especially retail businesses, is gaps in communication. Lack of seamless communication systems makes the enterprise dysfunction. It leads to various ills, such as hold-up of processes and the supply chain for want of information on how to proceed, employees doing a wrong thing owing to lack of clarity of instructions, executives providing incomplete, vague, or misleading information to customers, and more.

The two basic prerequisite to smoothing the communication flow is:

• Eradicating data silos and link the entire gamut of data repositories to a single pane or control
• Establishing a robust single platform for collaboration

Most enterprises underestimate the implications of compliance issues. Regulations may seem like a drag, but failure to comply with regulations, and filing timely reports can result in heavy fines, loss of reputation, and may even sound the death-knell of the business. Many regulations make for sound security and control practices in its own right. Establishing systems make it possible to embed the regulatory requirements into the process, and also generate compliance reports easily.

The Other Side: The Ills of the Superiority Driven Approach

An often raised grouse against the systems driven approach is its inflexibility and its emphasis on the process over customer convenience. As the adage goes, following the system rigidly may lead to the classic case of being “penny wise, pound foolish.” The fault, however, in most cases, lies more with poorly designed systems than the approach itself.

Consider the case of customer care where the customer seeking to raise a service request or return an item is greeted with an automated menu and has to press an infinite number of options, before getting to speak with a human voice, if at all. The long delay to resolve what may be a simple matter would be out rightly frustrating. Instances of such insensitive menus having driven away customers are far too many. Such issues put the spotlight on the systems design. The option in the above example would be to provide two streams, a self-service option with automated menus, and an option to hear a human voice directly when the human agent guiding the customer to select the correct options. Another option would be to offer different numbers for different issues, reducing the waiting time. Yet another option is to offer multiple modules, such as email, live chat, and more, to reach out to customer support, which would allow frustrated customers to try other channels.

Another often raised drawback of the systems driven approach is the inability of the business to seize the moment. A high-value customer may have a special request, which the rigidity of the system may not facilitate. The customer, offended, may take his business elsewhere, or the business may simply lose a good opportunity. Consider the case of a regular high-value customer wanting to hold the last piece of a product for a day, before he makes up his mind, which the system may not allow. The solution is to build flexibility into the system, allowing the “humans” managing the system, to exercise options in all possible eventualities, with a proper chain of authorizations.

It is also pertinent to ensure the system is flexible and scalable. No business can expect to survive by remaining static in today’s highly fluid business environment. Only systems with inbuilt flexibility and scalability to adapt to different needs and situations as they emerge would succeed. Likewise, the onus is on the stakeholders to review the system from time-to-time and make changes as required.

Why Systems Based Approach Works

An intuitive system which offers effective coordination, sync, and validation makes the business process more transparent and efficient. Such a system, delivered to relevant stakeholders in the form of intuitive smartphone or tablet based apps, would:

• Make explicit to all stakeholders what exactly needs to be done at their level, and at what time.
• Render role clarity to employees and other stakeholders.
• Provide tracking and monitoring facility, for managers and supervisors to remain in control, and at the top of their game.
• Enable field service agents, on-the-move managers, and others, to remain connected always, even from geographically isolated places, and when commuting, reducing hold-ups, accelerating the pace of work, and seizing extremely time-limited opportunities.
• Send out notifications to the main office, to managers, floor level supervisors, or other stakeholders, keeping them updated in real time of any critical incident or action point which requires action or resolution before the supply chain or workflow can proceed.
• Track and collect payments on a timely basis, leading to optimal allocation of resources
• Automate route processes, right from promotional emails to reminders, and from updating accounts to scheduling duty rosters for customer support agents, freeing the enterprise from non-productive “staff” functions. Enterprises can focus their energies on their core business instead.

Mobile apps integrate and pull in data from the entire gamut of enterprise systems and repositories, from the CRM suite to the ERP system, and from accounting software to HRIS, and more. It delivers comprehensive, up-to-date-information, free from data silos and other inefficient plaguing manual handling and analysis of data. It efficiently links various aspects of business operations, enabling the enterprise to work seamlessly and with optimal efficiency. The net result is happy employees, happy customers, and a well-oiled system which seizes all opportunities which come its way.

The retail market has seen a drastic change from physical stores to online sales platforms. With the advent of the internet and the freedom to access it from anywhere, brick-and-mortar stores have turned into a digital retailer and new breed of e-retailers have arrived. This new e-retailing option provides users access to a virtual mall of sorts, at their fingertips. The rapid digitization is benefiting both retailing sectors to reach out to mass audiences and the customers to get access to products and brands worldwide. Such accessibility enables them to attract customers worldwide and take their game up a notch higher.

Retail sectors have now access to a humungous amount of Big Data that can be further used to reach out to larger audiences. Omnichannel marketing strategies and some new-age technology can work wonders at boosting the customer experience. The adoption of the said technology in the improvement of marketing campaigns and augmenting supply chain operations helps in offering better success rate.

Analytics – The Way Ahead for Retail

There is a fast-paced growth in retail consumption due to urbanization. Customers have better income and access to technology to keep changing their preferences. Big Data and Analytics are helpful when it comes to studying these changing patterns in customer preferences and behaviors. It also helps retailers to change their business model and rethink strategies to stay ahead in the game. The idea is no longer targeting a group of audience but offering personalized solutions for everyone. As per MRC statistics, the global retail analytics market stood at $2.25 billion in 2015 and is likely to skyrocket up to $7.47 billion by 2022 with a CAGR of 18.7%.

Understanding the Customers

Using predictive analytics to understand how the customer’s function, react, and purchase is highly critical for every retailer. Understanding their purchasing pattern and predicting future behavior can help send targeted advertisements and offers to the customers. Such unique targeting provides the opportunity for retailers to better engage with their consumers directly. Using POS systems, social media interactions, and online shopping patterns, retailers can achieve a deeper insight as to what sells. It also helps them understand how to model their stores, add inventory to their warehouse and reach more individuals.

Excellent Customer Experience

Companies that use data analytics can target customers as per their browsing and purchase history. Understanding what exactly your customer requires is a win-win situation for both the parties. These researched targeted products can be sent to users via customized emails and SMS to pique their interest. Targeting marketing provides them with options that predict their purchase intent. It is important that in-store management can provide insight driven shopping experience.

Technologies to be Adopted

Using Big Data and Analytics largely depends on what kind of technology is used by Retailers. Apart from having just POS data analyses to predict customer behavior, data can be even used to make pricing and marketing decisions. Some of the technologies that offer customers a smooth shopping experience while helping the retailers enhance their services are –

1. Radio Frequency Identification (RFID) – Radio Frequency Identification (RFID) is changing the way businesses track inventory and assets. This technology is hired by companies for on-shelf inventory management. But there is more to it than meets the eye. It can be smartly used to place items on the shelves where the consumer is most likely to go. These can be items that are limited to the season or on sale.

2. Wi-Fi Analytics – Here, data patterns are created with respect to real-time customer behavior inside the store. It helps in understanding the clusters of the store where maximum customer time is spent and which zone has the highest purchase. Such intelligent analysis helps in determining what the inventory customers are seeking. The store can change their inventory or position of items accordingly to make the customer’s shopping experience a breeze.

3. Beacon analysis – These low-cost Bluetooth sensors are a must for every retailer. They can be placed strategically inside the store to send proximity marketing based on customer location inside. Customers who are seeking an item can benefit not just from options provided but also avail discounts and coupons offered via it.

Customers love being pampered and the best way to do that is to make their life easy, not just around the store but also via marketing to invite them. Grow your retail firm multifold by seeking our expert advice and IT solutions to make the most out of Big Data and Analytics.

Today’s business ecosystem is heavily tech oriented, leaving retailers with little option but to keep track of the latest developments and co-opt it to their business. Technically laggard retailers are unable to seize the moment, and in the process, risk displeasing their customers and losing opportunities. Here are three tech trends every retailer needs to implement now, in their apps and other digital assets, to keep up with the times and take their business to new heights.

1. Offline Capabilities are a Basic Requirement for Apps

While Internet connectivity has grown leap and bounds, and most shoppers now have smart phones, it is still not given everyone will be online all the time. Many areas still experience poor connectivity or slow speeds. Also, while many establishments and even public places offer free wi-fi, and packet data is now cheap, it is not necessary all shoppers can, or will want to remain connected all the time.

Marketers who design their apps assuming full-time internet connectivity shoot themselves in the foot. Deploying apps that do not work, or refuse to store the entered data unless connected, is a sure shot way of annoying and driving away users. The best apps work online, syncing and updating data to the cloud based servers seamlessly in the background, whenever a connection is established. For marketers, it translates to the ability to access customer details in the field and being able to upload information to the CRM or any other enterprise suite, at any point of time, from any location, without having to wait for an internet connection.

In any case, technology has developed to the extent it is no longer a matter of simple online-offline switch. One technology which has attracted a tremendous interest of late is beacons. Beacons, powered by Bluetooth Low Energy technology are now in widespread use in malls and retail establishments, and beacon powered apps issue notifications and other vital information to customers within range. A big success case of this technology is at London bus stops, to notify the waiting commuters about bus arrivals and schedules. Likewise, many movie theatres have successfully deployed the technology to beef up indoor mobile marketing to theater goers and deliver a better experience to them.

Retailers would do well to leverage beacon and geolocation capabilities, and launch location and time sensitive discounts and offers, attuned to changes in weather, cultural, political and other events. Marketers could take inspiration from the success of the Pokemon GO app, which is based on heavy use of beacon and geolocation technology. The Pokemon Go spirit of urgency and playfulness syncs well with today’s customer sentiments.

2. The Fusion of Social and Dynamic Feedback Delivers Rich Rewards

Social commerce is a rage now, but the potential for big disruptions still exist. At one pane, social commerce channels are in a state of continuous churn, with different channels becoming popular and obsolete among customers. At another pane, more ways emerge for consumers to interact with brands, and give feedback. Facebook’s Live and “Buy Now” button represents the evolving paradigm of the social space, making it possible for brands to reach consumers in new ways, and for customers to make purchases without leaving the social platform. Mintel, a market research firm, estimates 59% of consumers prefer being able to contact consumer service through an instant messenger.

Smart marketers approach social channels not as additional avenues to advertise or promote their wares, but as avenues to gain sound and legitimate feedback. They also make it a point to respond to such feedback, and more importantly, act on it.

An application allowing customers to give feedback is a necessity in today’s business environment. Marketers would also do well to integrate the option of giving feedback to all customer facing apps, especially e-commerce e apps, and populate such feedback to different social media channels. An important consideration often overlooked is providing the opportunity to give feedback at any point of time, not just at a specific instance.

At another level, marketers would do well to deploy social listening tools to understand what is being said about the brand by customers. The most honest feedback is often what is said to friends and acquaintances, in informal settings, at different time spans, when customers start using the product or have experienced the service.

With 2017 tipped to be the year people start to speak to brands as easily and informally as they would with their friends, the stakes of capturing feedback and acting on it is at an all-time high.

3. Gamification holds the potential to deliver big efficiency improvements

While technology offers a world of possibilities, it is of little use to implement it if the employees do not use it. The key to success is not just in deploying the latest technology, but ensuring the rank and file use it, and this requires employee engagement. A recent Gallup poll estimates engaged employees to deliver 47% better performance compared to others. However, less than 50% of executives know how to improve it.

Gamification offers the solution. With mobile apps soaring in popularity, and more and more users accessing social media platforms through their mobile devices, gamification becomes a natural fit to boost engagement. Gamification also promotes collaboration, goal achievement, goal achieving, sense of community and comradeship, onboarding, and several other desirable behaviors.

Enterprises seeking to drive employee engagement deploy business-oriented games in employee facing apps, helping users learn new skills, new behaviors, and new ways of solving problems. Backed up by a system of rewards and achievements, and consistent positive feedback, such gamification techniques increase motivation as well.

Use cases for gamification in retail sales and marketing abound. For instance, a system of rewards and recognition of achievements in the internal employee apps encourage employees to help customers, boosting customer support to a great extent. Gamification strategies to enhance collaboration among salespersons boost information sharing, leading to better sales and erosion of data silos for analytics. The possibilities are endless.

The application of the above strategies boosts customer engagement and loyalty, which in turn increases sales volumes, with better ROI for the marketing dollar. It requires mobile apps to leverage such latest tech trends and deliver actionable benefits for the customer. The need of the hour is different apps for different stakeholders and different functions. The mobile app for the customer not just identifies and recommends products, but also suggests other products which may be of interest to the customer, facilitating cross-selling. Apps for shop floor managers keep track of inventory and sales, apps for salespersons offer provision to track tickets and update issues, analytic apps to make exploit customer trends, and more. However, the extent to which the app delivers results for the enterprise depends on solid design customized for the enterprise, and the extent to which the apps co-opt industry best practices in vogue.

Gone are the days when marketing in retail, meant hours of trial-and-error based planning and strategizing. Marketing is no longer reliant on the marketer’s gut feelings or intuitions. It is moving away from being an art and is becoming more of a science now.

One of the major reasons that can be attributed to this shift is big data. Yes, the endless amounts of data that are being collected by businesses on an on-going basis are changing the game for retail nowadays. Business enterprises that leverage this data through analytics, and uncover useful insights are able to make their marketing plans more effective.

Isn’t it great when you are able to analyze what kind of products your customers are likely to buy, or what is the highest price that a customer of yours is willing to pay for a particular product? You get to channel your marketing efforts in the direction which is most likely to give you better profits with such information.

With predictive analytics, you get to garner all the insights necessary to personalize your marketing efforts for customers, making it much more effective and useful.

So here are some of the areas where you can use predictive analytics for personalization:

Customer engagement and revenue

Predictive analysis helps to identify the different ways in which customers engage with retail sites. This information can be used to drive the desired level of engagement from the customers.

There are several solutions available in the market that can help you figure out or track customer behaviour. You can use those solutions to get a better understanding of what your customers are like, and have them adapt to your business model as your objectives evolve.

For example, retail giants like Amazon and Netflix, use predictive analysis to examine customer behaviour and develop solutions for their sales team to earn better and more qualified leads.

Amazon makes use of customer’s past purchases, details about their virtual shopping cart items, the items they have liked or rated etc. to decide and offer future product recommendations.
Netflix makes use of ratings made by customers on TV shows and movies to offer additional movie and show recommendations.

This way, predictive analysis tools help a great deal in obtaining information which when combined with a company’s already existing customer base, enables better and more effective marketing.

Better focused promotions

Promotions are every retail company’s best friends. But to get them right and to get leads out of them, you need to make some serious effort.

Studies say that almost 98% of fast growing companies feel that targeting and market segmentation are extremely important for online merchandising but more than half of them are not completely satisfied with their promotional tools.

Predictive analysis can be used to avoid such situations and devise personalized promotional strategies that work for a particular customer or a particular segment, by combining data collected from various sources.

For example, Macy’s used a predictive analytics solution that focused on targeting registered users of their website and within three months, they saw an 8 to 12% increase in online sales. They used information related to browsing behavior and combined it with product categories to send out targeted emails to each customer or market segment.
Similarly, another retailer StitchFix sends out a style survey to customers, on the basis of which the customers are given recommendations on the clothes they might like, using predictive analysis.

Inventory management

Predictive analytics can be used in inventory management as well in order to prevent out of stock situations and to reduce overstock.

One retailer that revolutionized inventory management by introducing a system of Vendor Managed Inventory (VMI), was WalMart. They made use of predictive analytics to take it to an all new level, whereby they could reduce the inventory threshold for a product if the solution predicts no immediate sales for it. This allowed them to allocate their resources on products that are greater in demand and have the potential to increase profits.

Customer service

Many retailers face issues in customer service relating to whether or not they need phone service, if yes the number of executives required for phone-based support, live chat services, prioritizing questions from customers and the like.

Predictive analysis helps to set this line straight, by building a model that specifically meets the needs of the retailer. Over time, the model or the solution can be refined and modified for more accurate predictions and improve overall customer service.
For example, Red Hat which is a Linux distributor uses predictive analysis to enhance customer service by increasing “subscriber stickiness”. With their solution, they were able to provide solutions to customers, for problems they didn’t even know they had.

Hotel chains like Marriott also use predictive analytics tools with the aim of exceeding their customer expectations at all times.

Apart from these, there are many more areas where you can use predictive analysis.

However, merely using a predictive analytics solution and dumping data in is not enough. They are not plug and play solutions, that take data in and generate revenues. You need to work with skilled data analytics personnel to make sure that your investments in predictive analytics are not wasted. You need analytics experts to make the most out of big data. Once you have the right solution as well as the right personnel in place, then you are not far away from effective marketing.

Customers these days – they want to be sitting at their favourite cafes, and be able to reschedule their IPTV installation, their annual water well checkup routine, book another appointment at their regular spa place, and also order that dress that caught their attention when they went out last night. All this at the same and from their smartphone or tablet.

That is how much consumer habits and buying behaviours have changed over time and shifted towards a more mobile centric way of things. Consumers also expect businesses to understand and facilitate these new means of interaction and commerce.

In order to meet these expectations, businesses need to adopt a more personalized approach, in their marketing and general relationship with customers. They need to embrace mobility and make it easier for customers to access their brand. To make the most of mobility, here are a few techniques for starters:

Informative online presence through mobile

Considering the mobility driven buying habits of customers these days, it is obvious that the first thing they would do when they are looking for some information, is browse online on their mobiles. They browse about the products and services they want, as well as the companies they might be interested in. Hence, it is very important that you make your mobile presence effective.

69% of smartphone users are more likely to buy from companies whose mobile sites or apps help them easily find answers to their questions.

There’s nothing else that turns away a customer, than a site that lacks functionality, is not easy to find or lacks important information. You don’t want your prospects to leave your site and prefer your competitor’s brand do you?

Well, for that you need to make sure that your site;

• Shows exactly what products and services you have to offer
• Shows what kind of mobile tools are available to assist in customer experience
• Provides an intuitive experience for customers
• Has all information related to your products and services, like features and other details, at easy access
• Provides easy access to contact information about your company
• Has an FAQ page, to provide a resource for customers to clear common questions related to return policy, warranty etc.

Google actually prefers responsive websites for several reasons. As a matter of fact, it has almost become the standard now.
Apart from that, time spent by the customers on the site is actually lower when it’s on a mobile, which makes it all the more important for you pay more attention to site details. You need to make it possible for customers to call the company on one click.

The basic point is that, customers probably would not want to read through your entire site to get a little information, say your contact number for example. You have to give them any kind of information they are looking for and make things as transparent as possible.

Engagement

One of the most effective ways to increase brand recognition is customer engagement. It can happen through various ways like a customer call for a service booking, or a product installation call etc. For example, a live chat function can prove to be very effective in providing detailed information to customers.

You can also seek reviews and feedback through the different social media channels. That way, with the contagious nature of feedback and engagement, customers would be more inclined to respond and engage with companies that their peers have engaged with.

You need to also take feedback seriously, and address issues and questions in a timely manner, so that customers feel cared for and valued.

Management

Once you get an appointment from your customers, you need to be able to turn the request into an effective meeting. And for that, you need to do more than just send out meeting details through email.

People have this tendency to forget about meetings and appointments, if they are not all that important or if they were agreed on impulsively. In order to avoid such scenarios, you can make use of mobile reminders in the form of push notifications and SMSs. Whether it is just for a pick-up or a delivery, it would be good to send reminders a couple days or a few hours before the appointment.

Make sure you mention the date in the notifications or reminders you send, as most smartphones automatically detect dates in messages and emails, so as to integrate appointments into the phone’s calendar. Thus, the effectiveness of reminders is increased.

Personalization

Remember that simple thing you asked your customers to do when they first came across your site?
Registering their emails?

It is high time you made use of that. Make sure you send out personalized emails to them, depending on their likes and purchase patterns. It could be a special promotional offer for a particular customer or even a reward discount sent to their mobile.
You can also send them general information related to new promotions and offers. This makes them feel appreciated and hence improves loyalty.

Mobility can thus have a great impact on the profits of your business, as well as your customers’ satisfaction. In the long run, it will help you create a large customer base, which can be a massive support for market survival too.

Source: ThinkWithGoogle

Mobile applications have been fueling the growth of the retail industry for quite some time. Retail giants like Walmart and Target have developed custom mobile applications to enable business growth.

So the new buzz for retail companies is around mobile applications these days! You can practically use mobile applications for almost all aspects in the retail industry, like customer service, payments, inventory management and the like. Technology itself has been improving the industry as a whole for quite some time now. Mobile applications are taking their turn now. Take a look at our article “How important is technology in retail: 4 focus areas”, to know how technology can be leveraged in different areas of a retail business.

Such being the level at which technology is used these days by retail companies, the benefits that accrue from it also have to be quite significant. And yes, there are massive improvements.

So what is all the hype about!?

Here we look at how mobile applications have benefited various retail companies in improving their business.

Target – Target’s mobile application enables customers to find products on their own, making their shopping much easier and quicker. It has a “My List” feature which allows customers to create their own shopping lists. You can make a list before you start shopping and also manage your lists and registries or even find your friend’s lists. It also allows you to search the store to find out if a particular item is available and get the exact aisle location of it. It has several other features as well, like a store locator, a barcode scanner to add products to a list or to get product details, and coupons for weekly deals. In addition, there is also a video online that explains how the app works. With this app, Target was able to increase their sales as well as customer base, as more people became convenient with their app. In a mobile-first era, they really understood the importance of an easy to use and powerful mobile app, and used it to gain competitive advantage. They ranked fifth in Comscore’s list of best mobile retailers this year.

Walmart – The world’s largest public corporation, Walmart, had their Savings Catcher Program as part of their mobile app for iOS and Android. The greatest value of Savings Catcher is its ability to link shopper data to personal accounts of customers. Along with that there are a number of features, like the ability to create smart lists and facility to navigate through aisles to find the exact location of a product, that make their app truly worth their efforts and expenses. What’s more, it allows customers to find in-store prices of products at their local Walmart stores ahead of time , without having to search for it. With all these features, the Walmart app is a total time saver and with its integration with their online store as well, they were able to increase sales both online and offline by a large margin. They came third in Comscore’s list of best mobile retailers.

Another example is the Best Buy App. It lets users scan QR codes in the store to access product reviews and compare product specs. And just like the other apps, it also lets you create a wishlist and find in-store availability of products, track past purchases, get reward points and also use special offers.

Some retailers also provide catalogs through their mobile apps. For example, Hollister provides a jeans fit guide in its mobile app, which displays the perfect fit for each style of jeans so as to assist customers in finding their perfect pair of jeans. It allows you to get front and back views of the jeans as well to make a more informed judgement.

Just like Target, Walmart, Best Buy, and Hollister, there are a number of retailers who have leveraged such mobile apps to serve their customers better and improve their business. These retailers have literally proved that mobile applications can do wonders for your business by being proactive in assisting customers.

Such being the level of benefits that accrue from using mobile applications, it is actually becoming mainstream these days. As the world moves to more mobile oriented shopping experiences, it would become a necessity for retailers to switch to mobile apps. It already has become old school to visit the regular brick and mortar stores, and pick stuff after long hours of search and enquiries. In the end, if an item is out of stock, then that’s it. Customers just have to live with it until they find it in some other store. This scenario is soon becoming a thing of the past. Retailers need to inevitably use mobile applications from now on, as otherwise, they stand the risk of losing their customers to other retailers that do.
Mentioned above are just a few retailers making big money through mobile apps. With time, these numbers are definitely going to grow and soon the entire retail world will be in the people’s hands, literally and figuratively.

Are you looking to build a mobile application for your retail business as well to stay in the game? Talk to our custom software experts and our mobile application experts for the perfect website and mobile app mix for your business.