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As the novelty of pop-ups wanes, brands are taking a more creative approach

Glossy – For many digitally-native DTC brands, the path toward a physical brick-and-mortar presence is clear: Open a pop-up shop, gauge interest and then open a permanent store. But Dolls Kill, a fashion brand founded in 2014 with ties to the electronic dance music subculture, is taking a somewhat alternative approach.

Beginning last week, the brand has been touring a refitted ice cream truck around the country as a traveling pop-up shop. Rather than establishing a presence in a single city or market, Dolls Kill, which recently secured $10.7 million in funding, is hoping to test the retail waters in eight different cities around the East Coast.

The pop-up was built around a single product: a combat boot the brand debuted late last year called the Billionaire Bling Boot, which sold out less than an hour after it dropped. Dolls Kill conducted a poll asking its Instagram followers how they would like to get access to the boot. and a traveling pop-up truck was the No. 1 answer. Thus was born the alliteratively titled Billionaire Bling Boot Bus Tour.

“Typically, the fashion truck retail format is a great fit for boutique brands that can’t afford a storefront, but want to test a new concept with minimal start-up costs,” said David Naumann, vp of marketing at BRP, retail consulting firm.

Read Full Article: As the novelty of pop-ups wanes, brands are taking a more creative approach 

Only 7% of retailers offer a shared cart across channels

Retail Dive – Fifty-six percent of consumers said they likely would shop at retailers that offer a shared shopping cart across channels, but only 7% retailers offer that capability, according to a study by BRP, retail consulting firm, entitled, “Special Report: Real-Time Retail.”

The study also found that 87% of consumers desire personalized and consistent shopping experiences across all shopping channels, while 53% of retailers rank personalization as a top priority.

BRP research revealed that customers want to be able to shop seamlessly across all channels, including their mobile devices, computers and in-store, without a disruption in access.

Read full article: Only 7% of retailers offer a shared cart across channels

MURTEC 2019: A Digitally-Driven and Hyper-Personal Guest Journey is Everything

With a few days to reflect on the conference sessions and my many conversations with restaurant operators and industry technology vendors at this year’s edition of MURTEC in Las Vegas, the disruptive effect of digital and mobile on the dining guest experience has shifted.  No longer are the impacts of these technologies on the extended guest journey a point of competitive differentiation.

They are, in fact, 100% table stakes for not just success, but survival – pure and simple.

According BRP’s previous restaurant consumer research, and we feel was confirmed by the themes in Vegas at MURTEC, the dining spend of restaurant guests is being increasingly directed to those restaurants providing the most flexible and frictionless experience possible.  We still expect that as much as 30% of total restaurant sales (or $300 billion if you are keeping track) could be generated via digital ordering methods as early as 2023.

And it’s not just the guest-facing, front-of-house improvements being driven by digital and mobile technologies, significant improvements in restaurant operations are also being delivered across areas like kitchen production, training, labor, and reporting and analytics.

Along with the strategic “call to action” themes we confirmed at MURTEC, we continue to see many areas of critical priority for restaurant chains and operators as we move through 2019, including:

Allowing the customer to order from you any way they want– This includes not only the methods by which customers order (traditional, phone, web, mobile) but also providing the same flexibility when fulfilling that order. Recognizing that a customer one day may want to order from their phone and eat-in when they arrive, while the next day they might want to order on the web and pick their order up in the drive-thru shows that you have the flexibility to adapt to any ordering scenario. And while we are thinking about flexibility, remember that different dining customers want to pay for their meals different ways so providing agile and secure payment systems are also key.

The Growth in Off-Premises Dining (OPD)– Operators are excited about the revenue growth opportunities presented by the dining consumer who wants to order food from their restaurant for either pick up or delivery.  The ability to natively support the plethora of 3rdparty delivery companies is key, as is considering the value of providing your own branded OPD capabilities.

Guest Engagement Innovation is Coming to Restaurants– As certain advanced technologies mature and dining guest acceptance becomes more commonplace, don’t be surprised to see a more rapid adoption of technologies like voice-assisted ordering, ordering via auto infotainment systems, augmented reality (AR) for both guest and staff immersion, and the broad acceptance of restaurant-oriented Internet of Things (IoT) connectivity and insight that will help further improve the automation and efficiency of key components of the restaurant.

Capitalizing on Customer Data– Managing a guest journey is one thing, being able to provide a true personalized experience at each stage of the guest journey is another.  While incenting guests to participate in your marketing and loyalty programs is important, the ability to effective leverage that customer insight during each stage of guest engagement (from reservation to arrival to ordering to pay) is what will create the right combination of customer satisfaction and financial value (through higher guest checks and increased frequency of visits).

The Shift to Next-Generation POS platforms – Many restaurants require increased flexibility and scale from their most important operational technology platform.   Often this means looking at shifting to a cloud-based platform and in some cases includes more native mobile tools.  In either case, continued reliance on a long-standing legacy POS system will make the shift to digital much more difficult.

Agile-oriented Thinking is an Imperative– With the rapid increase in guest expectations, restaurants need to adopt agile approaches to everything: strategy, development, processes, and system implementations.

We can’t stress enough how clear the message is from all parts of our industry – guests, vendors, and operators – that digital enablement is mission-critical to not just continued success in your restaurant operation, but to your survival.  If you aren’t moving fast toward this revolution, then now is the time to step up.

As always, I appreciate your thoughts on this topic. Please share your comments and opinions below.

Scott

Unification Nation – Unified commerce transforming the retail customer experience

Canadian Retailer – Picture this: A customer walks through a retailer’s front door. They’ve come for a click-and-collect item they purchased on their laptop 24 hours earlier. Before they leave the store, they spend a few minutes browsing (simultaneously comparing prices on the ever-ubiquitous Amazon), and as they pass relevant items, the store’s smartphone app displays in-store deals that correspond to both their location, and their buying habits. They pick up a few more products—some of which they purchase, some they leave behind. At the checkout, they seamlessly combine a physical purchase with a digital purchase. As they make their way to the parking lot, their social media feed shows an ad for one of the items they left behind, along with a coupon for 15 per cent off, which, when clicked, allows them to purchase the item in the store’s mobile app—alongside other related items—and have these delivered to their home.

Quotes from Brian Brunk (pages 10-13):

“Customer expectations in retail are increasing, regardless of a retailer’s size,” adds Brian Bunk, Principal at BRP, retail consulting firm, “and to compete, winning retailers are adopting a unified commerce strategy. The benefits are numerous: improved customer experience, increasing expectations, simplified and agile technology, cross-channel inventory visibility and availability, flexible ordering and delivery options, personalization… And most of these benefits are becoming table stakes in today’s competitive retail market.”

It’s a lot to manage at once, Bunk admits—but it’s a feat made possible through the use of an accessible, cloud-based commerce platform. “The idea of a common, cloud-based, real-time commerce platform for all customer engagement points is a key tenet of unified commerce,” he says. “A unified commerce platform combines POS, mobile, web, order management, call centre and clienteling into one common integrated platform, which enables a holistic and seamless customer experience no matter how, when or where they shop with a retailer.”

And, Bunk adds, having the right technology in place can transform the customer experience even behind the scenes, through providing up-to-the moment inventory management, targeted recommendations based on data, and allowing for more nimble supply chains. “Unified commerce not only offers a unified view of customer and inventory data, but also offers retailers the ability to provide ‘endless aisle’ capabilities and the ability to ‘save the sale’ by selling merchandise from – or to – any channels,” he says. “Cross-channel inventory availability can reduce inventory management costs and enhance customer service by giving customers further purchasing options.”

And, as both Bunk and Hetu point out, a cohesive unified commerce strategy isn’t just for the big retailers. Not only will the large-scale changes required be simpler for small and mid-size businesses, but those same businesses could also run the greatest risk of being left behind. With consumer expectations constantly evolving, and retailers competing for ever-more elaborate ways of enhancing the customer experience, Bunk argues that the time for unified commerce is now.

“The store of the future will require a personal, mobile, relevant, ubiquitous and secure environment to meet rising customer expectations,” he explains. “Retailers need to operate in real-time, with customer and product information accessible across the enterprise—this necessitates cloud-based applications and a reliable, responsive network. Defining what you want your customer experience to be is key. Having the journey defined allows a retailer to deliver components of the journey based on business value and impact. Developing these components using modern technology and with a holistic view will allow the successful retailer of tomorrow to adapt as consumer expectations continue to evolve.”

Read Full Article: Unification Nation – Unified commerce transforming the retail customer experience

Who Controls Diners’ Data? OpenTable Moves to Assert Control

The Wall Street Journal – Some restaurateurs say booking service is trying to squeeze rival SevenRooms; OpenTable says it is protecting user privacy.

The value of diner data is rising as restaurant groups look to target customers with individualized products and services. OpenTable is barring restaurants from sharing data with rival booking services without its permission, intensifying a fight for control of the information diners disclose when they make reservations online. The table-booking service will block restaurants from giving competitors access to diner data acquired through OpenTable unless they pay new fees, according to its updated client agreement and a copy of a new pricing plan viewed by The Wall Street Journal.

Data about diners is becoming increasingly valuable, as restaurant groups look to mine information about customers and their preferences to target them with individualized products and services. Chains are using the information to tweak menus, flag diners’ allergies and track spending patterns. “To do that level of personalization, that level of engagement, you need to know more,” said Scott Langdoc, who leads the restaurant consulting practice at BRP Consulting.

Read full article (subscription required): Who Controls Diners’ Data? OpenTable Moves to Assert Control

Do you really need augmented reality for your brand?

Thrive Global – The history of AR gets back to 1968 (yes, augmented reality is that old!) when Ivan Sutherland designed his Sword of Damocles. Yet, the popularity of AR got to the businesses around the world when Nokia launched its tennis app in the 2000s. In 2008, BMW became the first company who began using AR for commercial purposes and since 2016 the concept has become mainstream after the extremely successful launch of the Pokemon Go game. While it took the augmented reality more than 50 years to become popular and find its way into the market, many young businesses still question the reasonability of using AR for their niche.

Let’s talk numbers first. AR is expected to hit $90 billion in revenue in the next three years according to Digi Capital. Thrive Analytics calculated that 32% of all consumers in the world are already using augmented reality while 73% of mobile AR users report great satisfaction from the experience. BRP Consulting calculated that about half of current customers would be more likely to shop with a retailer who uses AR in its apps. Yes, the numbers might seem to be selected one-sided here but the general trend of capital investment into AR in the world and the number of emerging apps that implement the technology to prove the point. So in the long-term perspective and from the potential ROI of augmented reality, this is yet another “pro” for the technology.

Read Full Article: Do you really need augmented reality for your brand?

Charting a course to omnichannel fulfillment

Retail Dive – To meet the demands of shoppers who expect to be able to buy in the channel of their choice and receive the merchandise wherever they prefer, retailers are unwinding their channel-specific supply chains and heading toward omnichannel fulfillment. Roughly half (48%) of retailers have implemented a single commerce platform, according to BRP (retail consulting firm) 2019 POS/Customer Engagement Survey, and an additional 46% plan to have one in place within three years.

However, retailers that claim omnichannel capabilities can be at very different places along a continuum. BRP’s 2018 Customer Experience/Unified Commerce Survey2 found that only 5% of retailers have achieved “shop anywhere/ship anywhere” unified commerce, while 53% reported some amount of omnichannel integration and more than one-quarter (28%) were still in the “multichannel” phase.

“Many retailers have taken the ‘just get something done’ approach over the last few years to attempt to deliver a cross-channel customer experience,” according to Ken Morris, principal, BRP. “The unfortunate result of this quick-fix approach is a ‘faux’ omnichannel model that doesn’t execute as promised and risks disappointing customers.”

Read Full Article: Charting a course to omnichannel fulfillment

Consumers Want A Single Shopping Cart For All Channels: Study

Media Post – Here’s a finding that could complicate the job of sending cart abandonment emails: Consumers now want access to a single cart across channels. That means they want to “start anywhere and finish anywhere,” from websites to stores, according to Real-Time Retail, a report by BRP, retail consulting firm.

Of the consumers polled, 56% are more likely to shop at a retailer that offers an omnichannel cart experience. But only 7% of retailers provide this. The question is pertinent because 82% of consumers have reviewed products online and purchased in a store. By contrast, 56% have shopped in-store and purchased online or via mobile.

But consumers may be challenged in doing so. Only 34% of retailers have implemented enterprise pricing/promotion features, and feel they are working well. Another 27% say they have them but see the need for improvement. And a mere 25% are upbeat about their cross-channel transaction history capabilities.

Read Full Article: Consumers Want A Single Shopping Cart For All Channels: Study

Customers Want Personalized Experience, One Cart Across Channels

Convenience Store Decisions – Customers want retailers to provide a personalized experience and a shared cart across all channels. Customers want access to a single cart to shop across channels and be able to reach their cart via phone, computer — and in-store. They want to be able to “start anywhere and finish anywhere.”

In a consumer study, BRP, a retail management consulting firm, found that 56% of consumer said they’re likely to choose a retailer who can offer a shared cart across channels. Only 7% of retailers have this function.

BRP also found that 87% of customers want a personalized and consistent experience across all shopping channels. But only 53% of retailers indicate that personalization of the customer experience is a top priority.

“Consumers expect a seamless experience in the store, on the Web and via their mobile device – which makes ‘real-time retail’ the new industry imperative,” said BRP Principal Ken Morris. “In our experience, many retailers can check inventory in real-time, but the data they are accessing is actually from yesterday, as the data is not really updated in real-time – it is faux real-time retail based on the store and forward architecture of legacy POS and e-commerce systems.”

Read Full Article: Customers Want Personalized Experience, One Cart Across Channels

Study: The omnichannel features customers most want are…

Chain Store Age – Consumers desire a specific omnichannel shopping capability, but few retailers offer it. According to “Special Report: Real-Time Retail,” a new study from BRP, retail consulting firm, 56% of consumers indicated that they were likely to shop at a retailer that allowed them to have a shared cart across PC, smartphone and brick-and-mortar channels versus a retailer that does not offer this service. Yet only 7% of retailers offer this shared cart concept.

The study also identifies other disconnects between what consumers want from an omnichannel experience and what retailers are providing. For example, 87% of consumers want a personalized and consistent experience across all shopping channels. But only 53% of retailers indicate that personalization of the customer experience is a top priority.

Read Full Article: Study: The omnichannel features customers most want are…