Tag: retail technology solutions
As the business environment becomes hyper-competitive, more businesses are finding value in mobile and web apps to boost customer engagement. Apps enable the marketer to deliver a solid mobile presence, with customized interfaces geared specifically to provide customers with the best possible experience. Apps streamline the customer’s buying process, automate many routine tasks, and enable new possibilities, to drive engagement better.
Catering to the Growing Customer Preferences
More and more marketers now roll out customer facing apps, to remain engaged with their customers always, enabling customers to buy from anywhere, and at any time.
Any debate on whether today’s businesses require customer facing apps is settled by the fact 2.6 billion people across the globe now have high-powered mobile devices within their arm’s reach, at all times. Black Friday sales through mobile devices crossed the One billion dollar mark in 2016, indicating the preference of online shoppers to use their mobile devices for the buying process.
A good success story exemplifying the growing customer preference is Domino’s Pizza. The pizza giant’s new mobile app for customers to order delivery or in-store pickup of their food in the UK resulted in increase of e-commerce sales by 24.4%, and 52% of online coming in through mobile devices. The app has been downloaded more than 10 million times. Many customers prefer using the app rather than go through the painstaking process of calling up the store.
Leveraging the Power of Push and Pull Notification
As the adage goes, “out of sight, out of mind.” When a customer downloads an app, it remains on the phone, strengthening brand recognition. Regular visibility and interactions between the brand and the customer boost trust, so essential for transactions to take place.
A big advantage of the app is the ability to send push and in-app notifications to users. Such notifications, served virtually on a captive audience, influence the customer and deliver high success rates, as long as the notifications result in relevant and valuable content. The more the audience listens to the brand, the more they are likely to respond to marketing offers and chose the brand offerings when in need.
Push and in-app notifications are invaluable to inform users, especially younger demographics, of new products and offers. Most marketers use these options to reach out to customers proactively, with personalized offers. The best practice is to serve personalized recommendations based on factors such as most recent purchase, or the location of the user, offering direct value to users and warming them to the app experience. Generic push notifications are widely regarded as the junk mail of the mobile world, and may just push the user to uninstall the app.
Push notifications are also a great tool to counter cart abandonment. Sending instant push and in-app messaging, when the customer abandons the cart, enticing them with added offers, may be instrumental in changing their mind, and increase the likelihood of immediate conversion.
In-app messaging is proven to increase engagement by 26%. About 65% of users return to the app within a month, if push notifications are enabled.
Leverage Location-based Content
Beacon-based location marketing is now increasingly becoming attractive as a great way to boost customer engagement on mobile devices.
Smart marketers leverage beacon and geofencing technology to send location specific, contextual, and timely data-driven content to customers. They use beacons to push location-based offers and promotions, promote loyalty programs, and facilitate mobile-based proximity payments. Customers prefer such engagement, as evident from a survey by Aimia and Columbia Business School, where 69% of them agreed to share location data to receive location-based discounts.
The 2016 Coachella music and arts festival was path-breaking in the sense it sends out location-based notifications about artists and vendors to attendees. It also introduced a “Surprise and Delight” rewards program, rewarding attendees who synced their American Express Cards to the event’s iOS app. The event also provided beacon enabled mobile payments to attendees, doing away with the need for a physical wallet.
Pew Research Center estimates nine out of ten users in the United States enabling location services on their mobile phones.
Gamifying and Incentivizing the Experience
Promoting mobile-based loyalty programs increase customer engagement and bridge the gap between a brand’s online and physical presence. People love incentives, and rewards offer a good reason for them to come back to the app.
Apps make it easier to administer loyalty programs and deliver the associated rewards. The core of any loyalty program is customers getting reward points for every interaction with the brand. When customers see, their points adding up, they come to shop again. When such rewards are combined with gamification or points for any action done through the app, engagement is sure to increase manifold.
Starbucks is probably the most well-known brand having perfected the art of offering big rewards exclusively to app customers. The ‘My Starbucks’ rewards program allows customers to use the app to make pre-orders, custom orders, receive free upgrades and special discounts, based on their loyalty status. Enabling in-app payment speeds up the transaction, and increase convenience.
Leveraging the Power of Analytics
The spin off benefit of customers using apps is gaining valuable data for analytics. Structuring the app engagement, the right way delivers a ton of analytics on how users interact with the app.
App based engagement and transactions emit data, which subject to analytics, shed invaluable light on understanding the customer better. Such data can also be the basis for business and strategic decisions, as in how to position the product, adopt marketing pitches with greater success rate, and more.
However, analytics is still underestimated and underutilized to enrich the customer experience. Smart brands now leverage real time analytics to enrich the customer’s buying experience. One possibility in this front is helping customers get additional live information about the products they browse or short list for purchase. An associated possibility is gathering interesting and offbeat information associated with the project, such as a list of celebrities using the same product, showing some fun facts associated with the project, and more. Mobile and web apps make it considerably easier to deliver such information to the customer, in a seamless and non-intrusive way.
Another underestimated potential is leveraging the big data generated by apps to collaborate with other popular platforms. A good trendsetter in this front is Shazam, the leading music discovery app. Shazam for Brands’ leverages accumulated user data and brand advertisements to identify the best artist and musical genres for brands and create specific and customized ad units to drive customer engagement.
Deep Linking to In-App Content
The ever-prevalent social networks allow marketers to share their content and gain an even larger audience. Apps offer an additional and more robust option in this direction. Allowing users share their experiences inside the app increases the popularity of the app, and lead to more users downloading it, delivering multiplier effects.
Deep linking, to content within an app, makes it possible to share in-app content easily. The spin off benefit is keeping existing customers engaged within the app, improving retention rates and enhancing the user experience.
A good benchmark to emulate is the Nike+ Run Club app, which allows sharing the in-app content to social media platforms.
With marketing now a high-stakes game, intuitively designed mobile and web apps become a valuable source of competitive advantage. Marketers who identify their customer’s path to engagement and purchasing, and use the app to optimize the journey comes out on top.
The retail industry is one that constantly strives to stick to margins. It’s a live or die scenario for most retail companies these days, with their managers struggling to maintain their costs low and revenues high. That’s a pretty hard thing to maintain, considering the level of competition in the industry. Every retailer is always on the lookout for ways to lure more customers into their nets while at the same time keep their costs in check. And technology has always been a means for them to achieve both these goals.
Technology spending in the global retail sector is predicted to reach $203.6 billion in 2019. Ever-changing customer expectations are forcing retailers to digitally transform their businesses. Customer experience, inventory management, supply chain management and the like are some areas where technology is being used and improvements are being made. For example, wireless technology is something that has played a huge role in transforming the retail industry, by allowing devices and people to communicate with one another from anywhere in the world. Although, its adoption has been limited by a number of factors like security concerns, deployment costs etc.
Considering the race for retail companies to bag the most number of consumers, it is almost inevitable that they make use of technology if they have to stay ahead. It is indeed important to adopt new technologies in retail business, as customers always go for maximum ease and efficiency when it comes to shopping, and if you fall short, you are just going to get phased out.
Just like customer experience and supply chain management, there are various aspects in retail where you can leverage technology to increase productivity and profits. Here we discuss few such areas, where you can make use of technology and streamline your business.
Related Read: Top Tech Trends Every Retailer Must Implement NOW
Point of Sale (POS) AND Payments
The physical location where goods are sold to customers – the point of sale – was traditionally the place where customers used to stand in line for hours to make a purchase. But studies have shown that in long lines, one out of ten customers would leave without making a purchase. Long lines may also cause resentment among customers which makes them less likely to visit the store again.
Using technology can help prevent these issues in several ways. For example, with the help of handheld computers, scanners and printers with integrated credit card readers, the point of sale can be made to be fully mobile and hence a lot faster. During times of high sales, these mobile POS terminals can be used throughout the store at several places so that customers can get their stuff billed at any of those counters quickly.
Moreover, the sales personnel with these handheld POS terminals can also process transactions while moving through checkout lines in order to accelerate the checkout process as well. For customers with lesser products, their transactions can be completed while they are still in their lines. For other customers, their products can be scanned with a barcode scanner while they are in their line and tickets can be printed with prices along with a master barcode for the entire merchandise.
On reaching the counter, only the master bar code needs to be scanned for the total price. This eliminates the need for the checkout clerk to process each item individually, thereby hastening the entire process.
Contactless Payments
Contactless payments are one of the most beneficial technological advancements in the world of payments. These help in making check out processes faster in retail stores as well. Contact payment systems are basically credit cards, debit cards, smart cards or even devices like smartphones and tablets that make use of Radio Frequency Identification (RFID) or Near Field Communication (NFC) technologies to make secure payments. They have an embedded chip and an antenna that allows users to simply wave their card over a reader at the POS terminal, and make their payment.
They don’t even have to sign a receipt or enter passwords or PINs (Personal Identification Numbers) as is the case with normal debit or credit card payments. This eliminates the need for customers to deal with the problems of handling cash or remembering their PINs. Also, speeds up transactions, which makes it one of the most preferred means of making payments for customers.
According to several pieces of market research, it has been found that sales volumes have increased as a result of fast transactions in a number of retail stores. A report by Chase shows that the time spent by customers at the POS is reduced by 30% to 40% and according to an American Express study, contactless transactions have been found to be 63% faster than cash and 53% faster than a traditional credit card transaction.
Hence, it is needless to say, how much of an impact contactless payments can have on improving business.
Customer Service
When it comes to customer service, one of the areas where the most number of issues arise, besides long lines in checkout is regarding the lack of store associates to direct customers or give more information about their product or store. This is where technology comes in handy. Self-help kiosks can be placed in stores, where the customers themselves can access product information, store information, inventory information (both for that particular store as well as other nearby stores in their chain), store directory (so as to locate what product is placed where) and the like.
Many retailers are already using such self-help kiosks instead of additional sales associates, which have helped them save a lot on costs. Some of these also have “get help” buttons, which alert nearby store assistants when pressed, and enable customers to talk to them through their voice-enabled Personal Digital Assistants (PDAs). Such kiosks allow customers to find answers to their questions on their own without having to look around for store assistants, thereby improving customer service.
E-commerce sites
Another area where technology can be leveraged to improve customer service is online shopping sites. Various improvements such as rotating and interactive product displays and other kinds of personalization are already helping retailers deliver a more delightful shopping experience online. Such personalized online experiences put together with in-store personalization provides customers with the most satisfying experience.
Augmented Reality
Some companies like IKEA, are also providing added services through their catalog, by making use of augmented reality to give customers a virtual view of products such as furniture in a living room and the like, so that they can make better decisions when choosing a product. Augmented reality is one of the best ways to improve customer experience and increase sales.
Customer Feedback
In-store feedback – one of the most effective ways to measure customer satisfaction can be made more effective with technology. Retailers can have wireless tablets and notes placed in their stores that offer easy-to-fill feedback forms for customers. Customers would always be happy to fill feedback forms if offered incentives for it, like gift coupons and discounts.
Related Read: Ways to Leverage Smart IT Solutions for your Retail Business
These are just some of the ways in which technology can be used in the retail business to improve profits. Even though a lot of these technologies are not being adopted by a number of companies due to various reasons, it is pretty clear now how important they are. As a matter of fact, with time a lot of the traditional methods in retail are sure to get phased and you will be left with no option but unfamiliar technology.
Relying on a proficient technology solutions provider like Fingent can help grow your retail business by integrating technology. Get in touch with our consultants today to map out the right technology solutions that provide your retail business a competitive edge.
Inventory Management
Management of inventory, both in-store as well in the warehouse has always been a major area of expense for retailers. Merchandise must be entered into inventory, tracked on movements and removed from inventory, on being sold. Also, real-time inventory information needs to be available in stores so as to plan the purchase of products, as and when they go out of stock. A total inventory management system that is integrated with the POS can put things in order to a large extent.
As the products are sold through the POS, they also get removed from the inventory and are updated across all systems that use such inventory information. A large clothing retailer makes use of hand-held computers or kiosks integrated with the central inventory system, which can be used to place orders to the warehouse. This is to directly deliver a product to a customer’s house because it was not available in-store when the customer asked for it.
In shipping, wireless barcode scanners can be used at the receiving place to enter stock directly into the inventory, as they get delivered, with the warehouse location of the items also being able to be tracked instantly. Many retailers are already using DEX/UCS (Direct Exchange/Uniform Communication Standard) to allow the delivery people to directly enter invoices into a store’s accounting system, thereby simplifying billing as well as accounting.
Price Auditing
Price auditing has always been a time-consuming process for retail companies. Looking up price labels on products and verifying them with the prices charged to the customers is definitely a hard thing to do. With wireless devices like a tablet or a notebook, the store associate can check the price labels of all the products by scanning the shelf labels using a barcode scanner. These devices can be linked to the store’s central database of products which are also linked to the POS terminals in order to track the prices of products being sold. If there are any differences between the POS prices and the database prices or the shelf prices, corrective action can be taken immediately. Hence, accurate pricing can be achieved and a lot of time can be saved, plus it adds to the trust factor for customers as well.
These are just some of the ways in which technology can be used in the retail business to improve profits. Even though a lot of these technologies are not being adopted by a number of companies due to various reasons, it is pretty clear now how important they are. As a matter of fact, with time a lot of the traditional methods in retail are sure to get phased and you will be left with no option but unfamiliar technology.
Here is a video of the smart malls of the Future: