digital signage
The reality
of retail
Every day an average of 80% of people who walk
into a store will walk out without spending anything
By Vanessa Walmsley, MD, Qmatic UK – www.qmatic.com
It’s incredibly important that you know
exactly how to care for those customers
who have decided to make a purchase.
Visitors who have a positive interaction
with a store associate are more likely
to convert. On any given day, as many
as 25% of your serious prospects will
leave if they haven’t received the level of
attention or expertise they want.
So how do you know what these
customers want? How can you offer the
personalised service and expertise they
need? This is both an important phase
and a challenging one because 75% of
purchasing decisions are made when a
customer is in the store, so it’s hugely
important to make your store a great
shopper experience. But do you have
the information you need to know where
to start?
Online, you can use cookies to see
52 KIOSK solutions
who is on the site, what they’re looking
at, buying, and abandoning. You can
build profiles and personalise offerings
to improve your customer’s experience
and your own bottom line. Without
cookies to collect data in your store,
those analytics are harder to generate –
meaning that you could be missing vital
information that could help you convert
prospects into sales.
In the brick and mortar environment,
it’s possible to track data points like
walkouts, visits, and conversions. But
understanding why prospects and
customers have come into the store and
why they behave in a certain way seems
nearly impossible. Yet this is exactly
the depth of insight that can increase
your bottom line, and give you a real
competitive advantage.
Too many retailers leave money
on the table, often unknowingly,
because they simply aren’t aware of the
technologies available to help them.
They also may lack the awareness of
who those customers are, how they
have found the brand or location,
what brought them into the store,
and what they need to accomplish.
A well-integrated customer journey
management solution can address the
challenges of getting more customers
into their store, keeping them there
longer, and building productive
engagements with the best employees.
Business intelligence and retail
analytics is a key part of the omnichannel
customer journey solution. Sales
are more likely to happen when the
experience is clear, efficient, and
personalised. And sales are missed when
the opposite is the case. Integrating
data and gathering resources into the
offline retail experience is necessary
for pinpointing reasons why prospects
become customers – and why they don’t.
Often, the analytics reveal three core
issues driving – or plaguing – in-store
sales: friction, personalisation and clarity.