‘Tis the season for bold and forward-thinking retailers to try new things! Excitement is building as many innovative retailers focus on areas to make the holiday shopping experience better for their customers.
Enhancing Retail Mobile Apps
Some retailers are using mobile apps to help customers spend less time gathering deals and waiting in line, and more on finding the gifts their friends and family want:
- Target makes it easy for parents to play Santa by enhancing their kids’ wish list app. This app includes new holiday games and a kid-friendly search function to add products in a “letter to Santa.” Parents then log into adult mode and respond to the letter, buy the presents directly, and share the list with relatives.
- Kohl’s mobile app lets shoppers gather all their deals in one place by scanning gift cards, Kohl’s Cash, and Yes2You loyalty rewards into a mobile wallet. Customers also enjoy accelerated checkout in stores using Apple Pay.
- Walmart’s mobile app lets customers build holiday wish lists by scanning items while shopping in stores, which can then be accessed by friends and family members using the app’s search feature. The app also directs consumers who order presents online to pickup locations in the store.
Creating a Better Omnichannel Experience
Retailers are also connecting online and offline channels with technology in the store to make sure customers don’t leave empty-handed:
- Gamestop helps customers who want to avoid lines at all costs by letting them order products with their mobile app and pick it up in the store. If a shopper starts their shopping journey in the store, sales associates equipped with mobile devices will help them browse the complete online inventory, ship products to their home, and check out quickly with Apple Pay and Android Pay.
- This year Kohl’s is debuting a “Ready for Pickup” email to alert customers that their order is ready, complete with an in-store map directing them to a pickup kiosk. Customers use just one shopping cart whether they’re shopping from their smart phone, tablet, or desktop.
- Dick’s Sporting Goods is providing customers with an “Endless Aisle” experience. If an item is sold out in the store, the customer can use a digital kiosk to order the item, or work with a sales associate to have the item shipped to their home, often free of charge.
These innovations are supported by Cisco research on digital shoppers, which confirms that shoppers are very willing to use mobile features related to product research, purchase, delivery, and product support. In fact, 63 percent of customers surveyed would use in-store guidance to navigate to desired products, 60 percent would scan barcodes when shopping, and 49 percent would use mobile payments. Retailers can expect improved satisfaction and conversion by investing in mobile experiences that provide convenience and value to the customer, and avoiding features that complicate the shopper journey.
Cisco has also found that retailers can turn shoppers into omnichannel customers by allowing them to use in-store technology to purchase out-of-stock items. In a previous holiday season, Cisco customer Tesco combined online and in-store shopping experiences to exceed online holiday sales targets and achieved more than 50 percent sales growth.
We’re looking forward to seeing what kind of results progressive retailers will deliver this holiday season. Share what innovative approaches you are seeing in the marketplace and where you are placing your bets this season!
For more innovative retail strategies, see our Top 10 list of how you can create the ultimate shopping experience.
Tags: alert, Android Pay, App, Apple Pay, channel, Cisco, Dick's Sporting Goods, digital, endless aisle, Gamestop, in-store, Kathryn Howe, kiosk, Kohl's, mobile, omnichannel, online, pickup, retail, shopper, Tesco
In my first #CiscoChat I hosted together with Anabelle Pinto, we were joined by Gaurav Pant and Sahir Anand from EKN Research to share their perspective and dig deeper into additional findings from Cisco and IDC. We started by defining who the digital consumer is, what type of services they’re looking for and what shoppers want and expect, all while providing the security they need.
Here are a few highlights from the #CiscoChat:
Who is today’s digital shopper?
Read More »
Tags: ciscochat, digital, omnichannel, retail, Ron Kjelden, security, shopper, technology, transformation, wi-fi
I always feel the rush of excitement when it comes to shopping. Whether it’s that something special to enhance my home’s interior. Or my annual vacation package. Or a pair of custom designer shoes that will add a perfect dash of sophistication to my business suit. Yes it’s true. Nothing to beat bespoke products and services tailored to suit my lifestyle. I get to craft my vacation itinerary. I can design my own shoes online with personal designs, pictures, or logos. How cool is that?
The good thing is I don’t need to rush to the store to search or understand more about what I am looking for. This is the new reality. And I am fast adapting to it. I no longer see a distinction between searching online and hanging out in a mall. The incredible choice and power I have now helps me make the right decisions about my purchases. I find what I need at the best price, whether through a virtual storefront or in a physical shop. Instant gratification!
The Changing Face of Retail
I know I am not alone. Millions of people enjoy the convenience, breadth of choice, and enticing mix of deals through a variety of channels.
According to eMarketer, retail products and services purchased on the internet will rise to 8.8% of the total retail market globally by 2018, up from 5.9% in 2014. Read More »
Tags: Cisco, collaboration, omnichannel, retail
Last week, I had an opportunity to attend an event for small and medium-sized businesses. It was an amazing experience. The business leaders there shared a passion for their solutions and a desire to take their companies to the next level and “make it big”. In a technology-enabled world, the features and functionalities of a product or service typically do not provide a sustainable competitive advantage. It’s certainly possible to grow a company if planned well. So why do only a few small businesses succeed in “making it big”? What differentiates companies and how do certain small companies become large enterprises?
The answer lies in understanding the end-customer behavior of such businesses. Typically, small companies expand based on their initial customers, who become their “brand ambassadors”. This is especially true with social media. Typical buying behavior no longer depends only on a supplier’s marketing activity. It’s largely driven by word-of-mouth from happy or unhappy customers.
Total Customer Experience
Customers engage your business at multiple touchpoints – far more than ever before. And in the end, the total customer experiences across those touchpoints makes them happy or unhappy (Figure 1).
Figure 1 – Connecting the customer journey
The “Total Customer Experience” for a particular customer becomes Read More »
Tags: Cisco Unified Contact Center, collaboration, contact center, customer collaboration, midsize business, omnichannel, small business, smb
It seems like once a week I come across an article about how mobile devices will revolutionize customer care. To some degree, the articles all share a theme: “Make your life simpler with anytime anywhere access to… your bank, insurance provider, even a doctor.
These articles are chock-full of facts and figures. They tell us consumers prefer to access customer care via mobile devices. And they report that companies are in their infancy when it comes to implementing improvements to meet this demand.
(And can you believe it? I’m almost finished with the introduction and I haven’t dropped the most bodacious customer-care buzzword of all: omnichannel!)
So much has been written about omnichannel that I don’t think I can add much more. Other than: As a consumer, I want it! I want the consistent customer care experience that omnichannel promises as I move from one channel to another.
But if I’m being honest, what I really want is a complete end-to-end experience on whatever channel I happen to be on.
My options are limited if I’m logged into my banking app on my iPad and I need live help. I could use my phone and call into a queue, or request a call back, or maybe even start a chat session. But how is this making my life simpler? I still have to re-authenticate myself, maybe go through an IVR process, explain what I’m looking for… You get the picture. Read More »
Tags: Cisco, mobile, omnichannel, remote expert, uberchannel