Inspiring the customer, moving away from historical retail customer experience to one that is personal, relevant and excites.
This white paper reviews the role technology plays in your transformation strategy due to the rise in digital technology, the ever-changing customer expectations and the need to connect with your in-store colleagues to ensure your retail business thrives vs just survive.
All retailers have a mass of data, turning this data into intelligence with technology can deliver better connected customers and in-store colleagues. Getting this right soon saves money, increase sales, enhances efficiency, and elevates your brand to stand out from the crowd ultimately delivering an extraordinary experience. However many of these objectives can feel like demands when you don’t have the right technology. To avoid being pulled in the wrong direction it is crucial you unravel the key priorities and deliver quickly.
Improving the customer experience starts with your in-store colleagues. Empower your team and make them want to work for you and this will spill out into the service they provide your customers, they will deliver a greater level of service because they have the right tools and are engaged in their work. With pressure to reduce costs and wages you need to think out-side the box. People are driven if they are happy and entrusted to make decisions, question is do your in-store colleagues have the tools to deliver this?
Give something to your customers, promotions, special events are all common in today’s retail environment. But are you ensuring yours are relevant to your customers. For example, if you have an offer on an animal based product and send an email to your customer, but they are a vegetarian this creates a view of irrelevance. Having a rules-based CRM that is current will ensure you are relevant and timely. Having location and presence data enables you to promote and interact with your customers whilst they shop, thus leading to more positive outcomes. This level of personalisation can make the customer feel special.
Technology can add excitement to the customers experience and help you differentiate and stand out from competitors. Whether this is creating retail theatre through the combination of in-store digital displays and customers personal digital devices. It is important that you have the tools at your disposal to make these work in tandem therefore influence your customers behaviour in real-time. Advertising different things on different mediums will only lead to customers being confused.
Furthermore, ensuring in-store colleagues are fully informed and communicating personalised messages to your customers are an important part of any digital transformation. Any customer facing solution must be fully integrated throughout the business bringing together a full omnichannel experience. For example, if a customer wants to buy a product that is not ranged in a store an in-store colleague should be able to offer the customer and complete a transaction to deliver to store, collect from another store, deliver direct to home or to a chosen pick-up location. Going the extra mile for customers in this way will differentiate you from your competition.
Mechanisms that encourage a customer to enter your store, make a purchase, increase basket size and ultimately ensures your customers return will automatically lead to topline growth.
Whether you choose a technology to overlay your enterprise WiFi to promote offers and information to customers personal devices (with or without complimentary digital display media) the technology has to be agile so your communications are relevant and timely.
There are many macro influences on shopping trends it is vital to understand your current stock position, competitor pricing to deliver and update promotions in real-time. Relevance is everything.
The use of customer engagement over WiFi in sync with digital displays can really bring your brand to life whilst updating customers with real-time information. How you use digital screens can lead to wowing your customers with engaging visuals and videos, giving them a reason to come back to your store and not your competitors.