This is the final installment of a series on how retailers can address the challenges of becoming an omnichannel business. I’d like to wrap up by talking about a deceptively simple stumbling block – accepting that being an omnichannel seller changes how people work. I spend much of my time talking to retailers, and this really is a big issue.
For example, I have seen stores install – and then turn off – Wi-Fi deployments because they worry that associates will waste time surfing the web. And, yes, some might. But consider the cost compared to customers knowing more than your salesforce because they’ve been doing online research. It makes your team look uninformed, lowers the quality of service, and impacts sales. Obviously, you don’t want workers to play games all day. Instead, train them to find and use online product information, social media, and reviews that will help improve response to customers – and deal appropriately with the exceptions.
Related to this are issues around Wi-Fi access for customers. If you provide it for employees, please just go ahead and extend this to shoppers. Universal store access allows you to optimize your brand with both employees and customers (and enables far more effective analytics). I guarantee that you will lose relevance over time as consumers learn your store is one of the few without mobile service.
As well, I’ve met retailers who won’t add Wi-Fi because they are convinced that the only outcome will be showrooming and ultimate desertion. It’s time to shed the fear of this increasingly common customer practice. Instead, leverage it as a new marketing tool. You can drive sales by being part of the customer’s social media experience, delivering your own identity, branding, and incentives. A recent Accenture study shows that younger consumers still want the in-store experience, but they also expect retailers to integrate personalized shopping across all channels.
Let’s talk more about this at the NRF Big Idea Sessions in New York, where I and Jon Stine, Lisa Fretwell, and Kathryn Howe will be speaking on Jan. 13 and 14. Visit Cisco’s NRF website to learn more about these popular seminars, and stop by Cisco Booth #1954 to say hello.
The idea of omnichannel selling can be daunting, and getting the benefit may entail learning to manage a certain amount of risk. But you know – it’s just retail. The environment is becoming more device-driven and the way stores look is changing. But giving consumers what they want; interacting with, understanding, and nurturing them: It’s still the business of retail. And you know how to do that.
This blog is the third of a series on how retailers are addressing the challenges of becoming an omnichannel business. We’ve talked about how omnichannel selling is not really about rushing to invest in some whiz-bang technology – in fact, I think stores often try to do too much at one time.
Instead, a smart approach to your implementation is to find the low-hanging fruit – projects that have the highest probability of effectiveness and can be measured against business targets as a whole. Remember that every store has its niche, and one size does not fit all. By achieving rapid successes up front, you gain funding for the next piece of your strategy, building from success to success to achieve omnichannel entry.
For example, some retailers look at how to make it easier for shoppers to buy and return where they want. Stores don’t carry the same selections from region to region, and they need processes and systems to make such an approach successful. The key is inventory management: figuring out how to sell, reorder, and exchange products in stores that also serve as fulfillment centers.
Other retailers focus on building a strong relationship with shoppers through excellent customer service. For example, instead of picking up the red bat phone or having “Customer assistance on Aisle 3” called over the loudspeaker, consumers can contact remote experts on their own mobile device or through a kiosk. Still other stores may put resources into user interfaces, branding, and site useability. These personalized approaches also pay off in better information about the customer, allowing retailers to use video analytics and sensors to get help to the shopper faster.
To help stores define their best path forward, they often make use of “innovation platforms,” systems designed to allow you to quickly set up and try out new merchandising, practices, or seasonal locations. Innovation platforms let you experiment with capabilities that leverage organizational strengths, hitting on the cylinders you want to address. Each success helps build the business justification for the next stage, supported by your cost/benefit analyses, baselines, and measurements.
Let’s talk more about this at the NRF Big Idea Sessions, where I’ll be speaking on Tuesday, Jan. 14, 2:00-3:00 ET, in Room 4. My topic is “Detect, Connect, Engage: Enhance your Customer Experience with Mobility,” and I’ll discuss how to personalize the mobility journey and new strategies for delivering a meaningful customer experience. Visit Cisco’s NRF website to learn more about these very popular seminars. As well, please take time to attend some of the demos in Cisco booth #1954. These include several technologies that fulfill the requirements discussed above.
I have been participating in meetings with the Association of Retail Technology Standards (ARTS) since 2006 when Cisco joined as a member organization. ARTS, a division of the National Retail Federation, is an international membership organization dedicated to reducing the costs of technology through standards. Its mission is to develop best practices, technology standards and educational programs through collaboration and partnerships that will enable retailers, their vendors and suppliers to conduct business globally. ARTS standards, products and programs are dedicated to fostering innovation, improving shopper experience, and increasing retailer efficiency.
Mobile devices have gone mainstream, and shoppers have become to rely on smart phones for their primary source of information while making a purchase decision. Bob Friday, Cisco CTO in the Wireless Networking Group, presents on connecting shoppers through mobility and shares highlights from his Big Ideas session at the National Retail Conference in January.
After a long day of showing the Cisco BYOD Smart Solution and Cisco Connected Mobile Experiences solutions at the 2013 National Retail Federation (NRF) trade show, I am waiting for a colleague to meet me for a well-deserved dinner. I had many, and yes there were MANY, conversations with Retail IT professionals, and nearly every conversation I had seemed to revolve around the same two problems:
How do I allow employees and / or customers to access the network when I don’t have dedicated local IT support?
How do I give up the control and make sure my security and compliance requirements are met?
We know almost all organizations are struggling with BYOD, but it’s now clear that the lack of local IT support adds a new dimension to the problem. With the increased adoption of mobility, there’s also the added complexity of security and compliance, and with all the connected consumers walking around, it’s becoming a growing concern in the retail space. Retail organizations want to take advantage of the promise that leveraging Wi-Fi access to engage with employees and customers, but fear the management and security of such services.
Fortunately, Cisco is addressing both these issues with its mobility solutions.