digital signage
"iBeacon directions offered via a
mobile phone or clear digital signage
that helps someone know where to
go or how long a line might be"
Erasing friction points
Remove obstacles for your customers
and make it easy for them to purchase
from you. Regardless of whether it is
high value goods or repeat purchases,
your sales will go up and your customer
will love you for it.
Shoppers, especially omnichannel-
savvy ‘super shoppers,’ expect the
in-store experience to be a complete
reflection of what they’ve experienced
online and on mobile. Almost half (40%)
of those who use mobile as their ‘door to
store’ expect the retailer to automatically
bring up information relevant to their
purchase, such as special deals and
exactly where to find items. And while
they expect to have every option
available to find, research, and source
products online or on mobile, most
shoppers still prefer the in-store
experience. In fact, 64% of Generation
54 KIOSK solutions
Z shoppers say they would rather buy
in-store than online.
The point is that a truly frictionless
experience allows a shopper to move
between mobile, online, and in-store
with zero gaps in the look, feel, offerings,
personalisation, and level of clarity. This
might mean translating an e-commerce
site design that proposes items based
on the shopper’s past activities and
simplifies buying to a single click into an
in-store environment where staff offers
observant suggestions and the check out
process is nearly free of lines.
Personalising each interaction
Regardless of whether or not your
customer is tech savvy or the extent to
which they’re using all of your commerce
channels, they are hoping for a warm,
knowledgeable interaction with an
in-store employee. They expect to be
informed about products, locations,
prices and deals – everything they need
to make a confident buying decision.
If business intelligence capabilities
are integrated into the omnichannel
journey, that store employee is much
more likely to have the analytics and
insights they need to provide the right
information. They may already know that
this customer has come in to collect a
purchase made online. They may have
information about special promotions
that would be interesting to this person,
based on where they are in the store.
And with the analytics and information
provided via a mobile resource, the staff
members are able to meet customers
where they are, when needed, with
useful information that will compel a
buying decision and build a relationship.
The value of clarity
Continuing along that theme – a recent
PwC retail report highlights that 40% of
shoppers rate an in-store experience as
great if they’ve talked with a member of
the staff who can share deep product
knowledge.
While a team member can be
an incredibly valuable source of
personalised information and answers,
clarity can also be provided through
things like iBeacon directions offered via
a mobile phone or clear digital signage
that helps someone know where to go
or how long a line might be. Whatever
the format, clear communication is an
absolute necessity if you want to enable
your potential customers to accomplish
what they came into a store to do.
Think about it for a moment. A
comfortable, easy, personally fulfilling
experience is what we all seek, almost
regardless of the environment. Retailers
that can do that across virtual and
physical touchpoints will have the
opportunity to deliver remarkable buying
experiences time and again. n