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Game on: Retailers aim to boost customer engagement

Retailing Today – The majority of retailers plan to use gamification to increase engagement with customers, according to a new survey.

Boston Retail Partners’ 2015 CRM/Unified Commerce Survey indicates that 87% of retailers plan to use gamification to engage the customer within five years.

In addition, 883% more retailers plan to identify customers when they walk in the store within five years, and 100% of surveyed retailers plan to utilize analytics/dashboard to understand shopping behaviors within two years. Also, 46% of retailers indicate that a structured loyalty program is a top CRM priority.

Read Full Article: Game on: Retailers aim to boost customer engagement

Almost ninety% of Retailers System to Use Gamification for Shopper Engagement, In accordance to Boston Retail Partners’ Survey

Daily News 999 – In direct reaction to heightened buyer anticipations for a personalised, seamless encounter anywhere, every time and nevertheless they shop, partaking the consumer and managing the buyer encounter are leading priorities for stores. Unified commerce and customer encounters that transcend channels are the new product, and suppliers have an understanding of that customer partnership administration (CRM) is an critical enabler and key to influencing buyer conduct.

Boston Retail Partners’ 2015 CRM/Unified Commerce Study of top North American vendors delivers insights into retailers’ recent condition and planned initiatives, priorities, and long run traits that relate to CRM procedures involved with the retail industry’s shift to unified commerce.

Read full article: Almost ninety% of Retailers System to Use Gamification for Shopper Engagement, In accordance to Boston Retail Partners’ Survey

Boston Retail Partners' Survey Reveals 87 Percent Plan on Using Gamification

TMCnet – Retailers, especially those with a higher physical presence, are facing fierce competition from companies that only operate online. In many instances, brick-and-mortar stores have essentially become show rooms in which customers go to see a particular item they want to buy, which they then follow with an online purchase because of the lower prices. However, currently consumers still prefer purchasing inside a physical store, and if they want to maintain that lead they have to integrate both worlds into a seamless platform with omni-channel features. The latest survey from Boston Retailers Partners reveals retailers are implementing customer relationship management (CRM) solutions as a key enabler to influencing customers. And gamification has become an important tool as part of the CRM deployment.

Read full article: Boston Retail Partners’ Survey Reveals 87 Percent Plan on Using Gamification

90pc of retailers to tap gamification for omnichannel CRM shift: report

Mobile Commerce Daily – Offering enhanced gamification features, incentives and loyalty programs are tactics that retailers plan to use in their mobile strategies, with 883 percent more seeking to identify consumers upon entry within five years, according to a new report from Boston Retail Partners.

Boston Retail Partners’ 2015 CRM/Unified Commerce Survey found that top American retailers aim to create or boost their existing CRM programs into a closed-loop system that identifies customers in-store, engages and analyzes them, and retains their business with a loyalty platform after point-of-purchase. Sixty-one percent of respondents also revealed that they have leveraged gamification features in their loyalty programs, which points to the increasing in-app engagement that consumers have come to expect from rewards platforms.

“The key takeaway from the 2015 BRP CRM/Unified Commerce Survey is that customer experience and engagement continues to be the top priority for retailers,” said Ken Morris, principal, Boston Retail Partners, Boston, MA. “Consumers expect a personalized, seamless experience wherever, whenever and however they shop.

Read full article: 90pc of retailers to tap gamification for omnichannel CRM shift: report

6pc of retailers can identify consumers upon entering store: report

LUXURY DAILY – Whether through smartphones, iBeacons or other technologies, retailers are ramping up their ability to pinpoint consumers and tailor shopping experiences, according to a new report by Boston Retail Partners.

Ninety percent of retailers can identify consumers at the in-store check-out, up 17 percent from the year-ago period, but that is generally too late to make an impact, no matter how useful for profile-building and future engagement. In the next five years, there will be an 883 percent increase among retailers looking to identify consumers upon entering the store, according to the report.

“Consumers expect a personalized, seamless experience wherever, whenever and however they shop,” said Ken Morris, principal at Boston Retail Partners, Boston. “Unified commerce and customer experiences that transcend channels are the new model, and it is imperative that retailers’ customer relationship management programs deliver a seamless experience across all channels.”

Read full article: 6pc of retailers can identify consumers upon entering store: report

BRP 2015 CRM SURVEY: Customer Experience/Engagement is #1 CRM Priority for Retailers

In Boston Retail Partners’ 2015 CRM/Unified Commerce Benchmark Survey of the top North American retailers, respondents indicated that their top CRM priority was enhancing the customer experience/engagement.

TopCRMPriorities

Retailers are responding to consumers’ heightened expectations for a personalized, seamless experience wherever, whenever and however they shop. Retailers understand that customer relationship management (CRM) is an essential enabler and key to influencing customer behaviors with contextual and personalized experiences across channels.

Closed-loop CRM Program

ACRM Circle successful CRM program is built on a closed-loop system that begins by identifying customers to establish new relationships, followed by engaging with customers in compelling ways such as gamification that enhance the customer experience, then analyzing customer behaviors in real-time, and finally, retaining customers with superior service and loyalty programs. This continuous loop is essential for retailers to cultivate valuable customer relationships.

The findings of the 2015 CRM/Unified Commerce Survey identified that retailers are focused on the key aspects of CRM that will enhance the customer’s shopping experience across channels and increase sales. The key findings of the survey are:

Identify the Customer – 883% more retailers plan to identify customers when they walk in the store within five years.

Engage the Customer – 74% of retailers indicate that customer experience/engagement is one of their top three CRM priorities.

Analyze the Customer – 100% of the retailers surveyed plan to utilize analytics/dashboard to understand customer purchases and shopping behaviors within two years.

Retain the Customer – 46% of retailers indicate that a structured loyalty program is one of their top three CRM priorities.

Special thanks to the silver sponsors of this year’s CRM/Unified Commerce Benchmark Survey: Enactor and Epicor.

I encourage you to read the complete survey report for additional insights on retailers’ top priorities and how they are focused on improving the customer experience.

Download Now: 2015 CRM/Unified Commerce Benchmark Survey

As always, I welcome your thoughts and opinions. Please share your comments below.

David

VIDEO: Customer-facing and Associate Mobile Apps

Retailers are using mobile apps to improve the customer experience, but the way they use the apps is different based on the retail segment.

Customer-facing mobile apps are a good fit for grocers and big box retailers and associate-facing apps are better for specialty retailers. We are seeing grocers like Stop & Shop effectively using customer apps for scanning and paying for products.  Specialty retailers are using associate apps for guided selling like identifying what is in the customer’s closet.

Watch this video to learn more.

Visit our BRP Videos page to watch videos on other topics.

As always, I appreciate you thoughts on this topic. Please enter your thoughts and comments below.

Ken

The Convergence of POS and Order Management Systems – RetailTechCon 2015 Workshop Recap

Boston Retail Partners conducted the “Solving Omni-Channel Challenges – The Convergence of POS and Order Management Systems” workshop at RetailTechCon in Orlando on March 26, 2015. The workshop brought together more than 50 retailers for a discussion on the convergence of POS and OMS.

This interactive workshop included audience participation and an artist summarizing the discussion with graphic images in real-time (see below).

RetailTechCon 2015 Workshop Drawing

The retail executives attending this session debated the benefits and challenges of implementing a unified order management system as well as several key implications to consider. It was a lively debate with some very interesting points from a pragmatic retail perspective.

Discussion SummaryRetailTechCon2015_GroupPhoto

Retailers can no longer afford to operate within channel silos. Now is the time for retailers to transform the organization, business processes and technology to align with the new shopping behaviors and expectations of today’s customers.

A single commerce platform is the new imperative for handling orders, fulfillment and inventory across channels in real-time. A unified commerce platform is the end goal and a unified order management system is the best approach to achieve that goal. Order management systems are designed to handle complex fulfillment options for eCommerce orders and can evolve to handle transactions in the store and are well suited to be a unified commerce engine across all channels.

Here is a link to download the document that recaps this workshop discussion:

DOWNLOAD: Solving Omni-Channel Challenges – The Convergence of POS and Order Management Systems

As always, I am interested in your feedback on this topic. Please share your opinions and comments below.

Ken

LiveDeal broadens into CPG via mcommerce site for household items

Mobile Commerce Daily – LiveDeal, a restaurant-oriented instant deals engine, is entering into mcommerce by selling household items and other consumer goods, underscoring the ongoing potency of instant deals on mobile. The internal mcommerce site, which is mobile-optimized, offers customers the ability to scroll and view the latest flash deals for various products, with household items such as cooking utensils consisting of most of the inventory. The platform features rapid checkout capability and a streamlined flow of items to drive revenue for the company, which is still offering its local restaurant deals.

This article includes quotes from David Naumann, director of marketing at Boston Retail Partners.

Read full article: LiveDeal broadens into CPG via mcommerce site for household items

Luxury Insights Summit 2015 New York, April 29

Luxury Daily – Luxury is increasingly becoming a business not just of design or craftsmanship, but about the data that is generated by the growing number of omnichannel shoppers who prefer to research in one channel and shop in another. That’s what the Luxury Insights Summit 2015 in New York is designed to help luxury brands, retailers, agencies and publishers: make sense of the evolving consumer behavior based on the data and insights mined and put to use for customer acquisition, retention and reactivation.

Visit this event to hear Ken Morris speak about real-time retail:

11:30 a.m. – 12:15 p.m.
Real-Time Retail: Digitizing the “Black Book”
Consumers of luxury goods expect the highest levels of service, and innovative technology enables retailers to elevate the shopping experience with enhanced customer intimacy in real-time. When a customer walks in your door, do you know who they are if they opt-in? Do you know what is in their closet? Do you know what they abandoned in their online shopping cart this morning? Can you see current inventory at your store and all other stores in your chain – in real-time? Session attendees will learn:

 Latest results from Boston Retail Partners’ CRM and POS retailer surveys and insights from luxury retailers
 Interesting insights and perspectives on enhancing the customer experience
 The retail store in the multichannel environment
 Tips on real-time retail

Speaker:
Ken Morris, principal, Boston Retail Partners

Read full article: Luxury Insights Summit 2015 New York, April 29