Member Article

Building the store of the future

• • By Steve Richardson, UK & MEA Director, ShopperTrak *

Physical retailers, now more than ever before, must offer shoppers an increased level of service and engaging experience. And the best way to do so is by utilising retail analytics.

To stay ahead of competitors, deliver on consumer promises and to meet shoppers’ growing expectations, retailers will need to draw upon their in-store analytics to complement omnichannel strategies. Here, Steve Richardson, UK and MEA Director at ShopperTrak, outlines five key trends that retailers should consider when looking to future-proof their omnichannel offer and drive footfall, which are derived from our recent research findings, conducted across five European countries.

Convenience is key

Almost half of shoppers want shorter queues in-store and three in ten will abandon their purchase if they think the queue is too long. As a result, retailers need to consider alternative payment options, such as mobile point of sale (mPoS) which enables staff to process transactions from anywhere within the shop floor, freeing up fixed till points to serve other shoppers. In fact, a third said that they would like contactless or mobile payment options in the stores they visit, with one in three shoppers requesting automatic queuing systems to avoid having to wait in line at all.

**Keep it clear **

Three in ten shoppers said that they crave clearer information when it comes to pricing and promotions, and as a result, one in three people would like self-service tablets so they can discover more about an item at their convenience – including the ability to order it if it’s not in-stock.

Another pain point shoppers are experiencing currently in bricks-and-mortar stores is poor stock availability information at the shelf edge, with 40% saying that this is an issue. To overcome this, 35% want electronic shelf labels to provide greater product information and clarity across channels when it comes to pricing and promotions. Staff knowledge

When it comes to staff knowledge and assistance, there is a fine balance to adhere to in-store. With 60% of customers claiming that they get annoyed by staff with poor product knowledge, it is essential that store associates have the tools to look up product or service information in real-time; in fact, a quarter of customers said they would like shop assistants to use tablet technology. But on the other hand, a quarter of shoppers will leave the store if they find salespeople too pushy, so those on the frontline need to be mindful of whether their assistance is wanted and, therefore, bettering the customer’s experience or whether they are just irritating the shopper.

**Multichannel opportunities **

It is important to remember that the store is just one touchpoint in the shopper’s journey to purchase. And with this in mind, retail stores need to embrace technology to ensure that they are enabling and encouraging multi-channel use of the brand. For example, one in five customers said that they like to research a purchase in-store – even if they go on to buy it online, demonstrating the pinnacle role of the store, even if it isn’t the final destination of purchase.

In-store technology is also becoming increasingly expected by customers and their demands for greater capabilities of the shop are increasing. A quarter of customers, for example, would like virtual reality changing rooms for trying on clothes and one in ten said that they would like changing room mirrors to take photographs of their outfits.

**Incentives and rewards **

Due to the personalised experience that shoppers have grown used to when shopping online, many customers want, and expect, this level of service to be replicated in the store. As a result, one in five consumers would like to receive personalised marketing offers, based on their likes, interests and previous purchasing behaviour. In addition, almost half of shoppers want to be rewarded for being a loyal customer and three in ten people would like these discounts or offers to be sent directly to their smartphone. As consumer expectations continue to increase, successful retailers will mindfully integrate digital into the physical space in order to create richer, more connected encounters. And, in order to truly understand where to direct digital investment, retail businesses must have a thorough understanding of their bricks-and-mortar visitors – not just those who convert, but those who enter the store and leave empty handed, too. Ultimately, the physical store is the ideal place for retail brands to create a meaningful experience. And as we look to the future, this can be successfully accomplished by closely analysing big data and acting upon in-store analytics.

This was posted in Bdaily's Members' News section by Reporter .