We’re always talking about how customer expectations are on the rise, but what about the retailers? Shouldn’t they have a say too? We believe they should, which is why we have compiled this game plan to help retailers sustain the expected high standards in their store.
Know your customers better with data analytics. We’re now in the age of data, so retailers expect to collect as much data as they can on their shoppers. In-store technology such as heat mapping, which uses cameras to collect data, as well as beacons and in-store apps can all add to customer data collection and are perhaps most efficient when used together. Think what you could do better if you knew when your customers visited the store, what they bought one day compared to another.,
Tailor your store content based on customer demographics. Now that you have the customer data at hand, use it to personalize your store content. For example, consider putting certain products in different locations in the store at different times of day depending on what the data reveals. This is also perfect for an exec at corporate who wants to know more about where the most customers are in each store. These technologies can provide data on what to act on immediately and how to make decisions moving forward. What’s the point of having all this data if you can’t utilize it?
Provide timely support to customers when they need you. There should always be a way to notify associates when and where they are needed for help. Implementing alerts throughout the store is another way to save time and notify your employees when the customer is in an understaffed area. Associates should feel confident in the fact that they know where the customer is at all times. There are even ways to eliminate any friction from online to in-store. When an order is placed online, it should be available for pickup as if the customer walked in and bought it off the shelf.
Increase revenue by inviting shoppers to consider alternative and additional items. Another important expectation is to have the ability to upsell your customers at any chance you get. An article from NRF discussed the importance of efficient technology in retail stores. It states that 65 percent of shoppers won’t ask for help if they can’t find their size in a desired item. “That’s just leaving money on the table,” Healey Cypher, head of eBay Enterprise’s retail innovation group. Imagine a world where this was never a problem and sales were never lost because a shopper couldn’t find what they want. There are technologies out there that can allow employees to proactively respond to customers and even allow more face time (instead of checking backroom stock by foot) for employees to tack on another item to a shoppers’ checkout.
Stay close by in the decision making stage. Depending on what a customer is shopping for can also determine the type of assistance they need. For example, if they are looking for paper towels, a retailer probably doesn’t need to send help. But if a couple of newlyweds are searching for that perfect new home furniture, then it’s necessary to have an alert system so the retailer won’t miss an opportunity to get them into a chair that’s a perfect fit.
Retailers expect the right technology to be in the hands of their store associates. Your associates have to be as well equipped, if not more equipped, than your customers. By providing the right technology, you allow better communication on your floor which helps save time for your time starved employees and improve the overall efficiency and service of your sales floor.
Physical retail isn’t going anywhere. It offers an experience people can’t get online no matter how optimized the technology. Retailers, don’t relinquish your high standards . Take advantage of the changing technology to enhance the outcome of the in-store experience. The technology is available. There are no excuses. What’s your game plan?
65 percent of shoppers won’t ask for help if they can’t find their size in a desired item. “That’s just leaving money on the table,” Healey Cypher, head of eBay Enterprise’s retail innovation group. Imagine a world where this was never a problem and sales were never lost because a shopper couldn’t find what they want.