Nearly 7 in 10 shoppers will use their smartphones and tablets to shop this holiday season.
Nearly half of all shoppers will use social media to assist in shopping.
73% of shoppers will be influenced by coupons and promotional offers.
Retailers both online and in-store can no longer ignore the power of mobile technology and social media influence with shoppers. Shoppers using mobile devices inside stores are actually more likely to make a purchase when being presented with the right information. In fact, this isn’t only true for retailers, but across all industries. Whether it’s guests, visitors, patients or passengers, there’s a real opportunity for businesses to make an impression via the mobile device.
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.
My last blog talked about the challenges of becoming an omnichannel retailer, and how stores are still learning how to make changes that cut across their entire business. We discussed how, appearances to the contrary, omnichannel selling is still about meeting a basic business requirement – finding the best outcome for you and your customer. However, finding these outcomes is a more complex proposition than it used to be.
Logically, to achieve consistent outcomes you need to achieve consistent consumer outreach, input, and sales approaches. But stores are also facing the demand to create a more personalized sales experience. How do you meet these seemingly contrary requirements? The key here is to find new ways to reach out to shoppers as part of the whole shopping experience, no matter what the channel.
For example, Cisco’s Remote Expert solution is a way to offer unique, personalized, yet centralized retail experiences for customers. It connects each shopper with a product expert wherever they are located, in real time, via mobile, immersive, or on-site channels. You save by leveraging your experts across single or multiple locations and devices using a pool of experts who may or may not be co-located, instead of providing expertise at every site or asking them to travel extensively. Retailers can also use the same solution to host training and corporate meetings, or to enable store feedback on products and merchandising. The result is a personalized shopping experience at a lower cost for the store.
Pretty sweet, don’t you think? To learn more, take the time to attend the webcast “Just Ask the Expert: Connect Your Shoppers to Virtual Experts, Anywhere, Any Time,” being held on Nov. 7. You can register here.
Truly omnichannel technologies are designed to support cost savings and efficiency, providing a more seamless interface for service that is customized for the shopper. As I said in my last blog, these approaches focus first and foremost on customer needs, making it easier to do business with your company. A customer-centric strategy cuts across the business and all its channels, creating a different kind of relationship between you and your shoppers. See what Retail Systems Research has to say in their latest report about omnichannel strategies.
I love retail trivia! Comment below if you know the answer to this question: What is the second-most visited retail business in America? (Wal-Mart is first.)
This is our fourth preview of what Cisco will be showcasing at the 102nd National Retail Federation Convention and Expo on January 14 and 15, 2013 in New York City.
At the Cisco booth, I will be hosting demonstrations of the Cisco Remote Expert Smart Solution for Retail. This solution offers a superior video and collaboration experience between shoppers and remote experts from any location within your store -- in an aisle, at an end cap, in the store front, or in a private setting.
With this solution you can capture new sales opportunities, upsell or cross sell products and services, and boost revenue while delivering a compelling shopping experience.
Please watch this video about the Remote Expert Smart Solution for Retail demonstration and then mark your calendar to join us at Cisco Booth #252 at NRF 2013. I look forward to seeing you there!
This is our second preview of what Cisco will be showcasing at the 102nd National Retail Federation Convention and Expo on January 14 and 15, 2013 in New York City.
At the Cisco booth, I will be hosting demonstrations of “Interior Inspirer” for inspirational living, a new interactive experience that guides shoppers in transforming the home furnishing shopping experience with the click of a tablet. Interior Inspirer creates in-store theatre and supports engaging customer experiences that entice your shoppers to buy now and buy more.
Please watch this video about the Interior Inspirer demonstration and then mark your calendar to join us at Cisco Booth #252 at NRF 2013. I look forward to seeing you there!