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49% of retailers name in-store mobile experience a top priority

Retail Dive – Thirty-three percent of consumers said they frequently make purchases through their mobile devices, and 41% of those surveyed said they plan to increase their frequency of mobile shopping via smartphones or tablets in the next 24 months, according to BRP’s “2019 Special Report: In-Store Mobility.”

The study also found that 63% of consumers rely on mobile phones while shopping in-store to compare prices, search for offers and coupons, and check inventory, among other things. Additionally, 85% of consumers have purchased a product via mobile app. Meanwhile, 49% of retailers said customers’ in-store mobile experience is one of their top customer engagement priorities.

The survey results also showed that 66% of retailers already offer mobile point-of-sale capability in their stores, and 40% of consumers admitted they are likely to shop at stores offering mobile POS.

Read full article: 49% of retailers name in-store mobile experience a top priority

How much damage can one bad shopping experience cause a retail brand? A lot.

USA Today – Consumers have more choices about nearly every purchase than they’ve ever had before. It’s no longer necessary to visit a physical store to buy most things, and for the vast majority of products, shoppers can pick from multiple retailers on their phone or computer.

That creates a market where people don’t have to be all that forgiving of a bad customer experience, and it makes every interaction important – especially with new customers or those who have had limited experience with a company.

Indeed, 63 percent of consumers said “it only takes one unsatisfactory shopping experience” to make them stop shopping your brand, according to BRP’s Keeping Loyal Customers Happy report.

Customer loyalty is hard to win and easy to lose. One method of delivering a positive experience is by offering a personalized touch – that’s something 44 percent of survey respondents said would lead to them making repeat visits. And nearly twice that number (79 percent) indicated that personalized service from in-store personnel would influence their store choice going forward.

“Engaging the customer through personalized and relevant experiences is the key to attracting and keeping your customers happy and continuing to shop your brand,” said Senior Vice President Perry Kramer, BRP, retail consulting firm.

One challenge for retailers in providing that personalized service is convincing consumers to share their preferences. Among survey respondents, 75 percent of millennials and Generation Zers said they were fine with being identified via their smartphone when entering a store as long as they got something in return (like a deal or special incentive); for the full survey group, it was 64 percent.

“Retailers that identify customers when they enter the store and equip their associates with the proper mobile tools can personalize the shopping experience based on customer preferences, purchase history, what’s in their closet, online browsing history, time of day, weather and their physical location – all based on real-time information and personalized to create a bond with these valuable customers,” Kramer said.

Read Full Article: How much damage can one bad shopping experience cause a retail brand? A lot.

Survey: How are customers using their phones in the store?

Chain Store Age – Smartphones are increasingly becoming a brick-and-mortar shopping tool, according to a new survey from BRP, a retail consulting firm. Results from “Special Report: In-store Mobility” indicate that 63% of consumers use their phone for product research, pricing and availability while they are in a store. This frequency of in-store smartphone usage goes along with general trends of mobile shopping’s growing popularity.

According to the study, 85% of consumers have purchased a product via a mobile app, 33% frequently purchase via their mobile device, and 41% plan to increase shopping frequency on their phone or tablet in the next 24 months. Despite the popularity of smartphones with consumers, only 49% of retailers indicate that the customer mobile experience is one of their top customer engagement priorities.

“As customers become more comfortable and proficient with utilizing mobile technology and researching information on their own, retailers need to offer expanded customer-facing mobile services to enhance the shopping experience,” said Marty Whitmore, senior VP and practice lead, BRP. “The proliferation of tablets and mobile phones provides new opportunities for retailers to enhance customer service by offering store associates tools to ‘keep up’ with the abundance of information that customers have at their fingertips.”

Read Full Article: Survey: How are customers using their phones in the store?

63% of Consumers use their Phone for Product Research, Pricing and Availability while they are in a Store, According to New BRP Report

The Customer Mobile Experience is a Top Priority for 49% of Retailers

Boston, MA – February 28, 2019 – There is no denying the power of mobile technology as a disruptor in the retail industry. Retailers realize that mobile devices are ubiquitous and recognize that a mobile device in the hands of the customer and associate holds tremendous opportunities to enhance the customer experience in the store. According to BRP’s SPECIAL REPORT: In-Store Mobility, 85% of consumers have purchased a product via a mobile app, and 33% frequently purchase via their mobile device. Mobile shopping (browsing or buying) will continue to grow as 41% of consumers in the BRP Consumer Study indicate they plan to increase their shopping frequency on their phone or tablet in the next 24 months.

“As customers become more comfortable and proficient with utilizing mobile technology and researching information on their own, retailers need to offer expanded customer-facing mobile services to enhance the shopping experience,” said Marty Whitmore, SVP and practice lead, BRP. “The proliferation of tablets and mobile phones provides new opportunities for retailers to enhance customer service by offering store associates tools to ‘keep up’ with the abundance of information that customers have at their fingertips. Associates can use mobile devices to answer customer questions, provide personalized recommendations, locate products and complete the transaction anywhere in the store.”

BRP’s SPECIAL REPORT: In-Store Mobility is based on findings from the BRP Consumer Study and the 2019 POS/Customer Engagement Survey and offers insights into how mobile devices are changing the consumer shopping journey.

The SPECIAL REPORT: In-Store Mobility highlights:

IN-STORE RESEARCH

  • Customer expectations:63% of consumers utilize their mobile phone while in a store to compare prices, look for offers/coupons, check inventory, etc.
  • Retailer capabilities:49% of retailers indicate that the customer mobile experience is one of their top customer engagement priorities

COUPONS AND PROMOTIONS

  • Customer expectations:67% of consumers indicate that mobile coupons and promotions are an important factor in determining at which store they shop
  • Retailer capabilities:57% of retailers offer mobile coupons and promotions to their customers in the store

MOBILE POINT OF SALE (POS)

  • Customer expectations:40% of consumers are likely to shop at a store offering mobile POS
  • Retailer capabilities:66% of retailers currently offer mobile POS in their stores

To download BRP’s SPECIAL REPORT: In-Store Mobility, visit:

https://brpconsulting.com/download/2019-special-report-in-store-mobility

The special report platinum sponsor is TSYS, the gold sponsors are AptosDiebold Nixdorf, ECRS and Fujitsu, and the silver sponsor is STORIS.

About BRP

BRP is an innovative retail consulting firm dedicated to providing superior service and enduring value to our clients. BRP combines its consultants’ deep retail business knowledge and cross-functional capabilities to deliver superior design and implementation of strategy, technology, and process solutions. The firm’s unique combination of industry focus, knowledge-based approach, and rapid, end-to-end solution deployment helps clients to achieve their business potential. BRP’s consulting services include:

Strategy | Business Intelligence | Business Process Optimization | Point of Sale (POS)
Mobile POS | Payment Security | E-Commerce | Store Systems and Operations | CRM
Unified Commerce | Customer Experience | Order Management | Networks
Merchandise Management | Supply Chain | Private Equity

For more information on BRP, visit http://www.brpconsulting.com.

The 80/20 Rule for Keeping Customers Happy

According to the Pareto Principle, 80% of your business will come from 20% of your customers, so it makes sense to focus on those 20% who are loyal, repeat customers as they are the most valuable to your business. Your customers expect engaging and relevant interactions and conversations across any and all channels, however, they don’t have the tolerance for complicated processes. They want and expect personalization and if they are treated well, they will reward you through additional purchases.

In fact, according to the 2017 State of Personalization Report of more than 1,000 U.S. consumers, 44% of consumers say that they will likely become repeat buyers after a personalized shopping experience with a particular company[1]. A happy customer is likely to be one that is loyal, valuable and – perhaps most importantly – a customer who will be an advocate for your brand.

So, how do you keep these loyal customers happy?

Engaging your customers through personalization and relevance is the key to attracting and keeping your customers happy so they continue to shop your brand. If you can identify your customer when she enters the store and equip your associates with the proper mobile tools, they can personalize the shopping experience based on customer context. This enables your associates to offer recommendations and promotions to your customer based on her preferences, purchase history, closet, most recent online browsing history, time of day, weather and even her physical location – all based on real-time information and personalized to create a bond with this valuable customer.

Why is this important?

Keeping loyal customers happy is critical as it only takes one unsatisfactory shopping experience for 63% of consumers to stop shopping your brand[2]. Your most valuable customers have already established their loyalty to your brand, but to keep them coming back and to encourage their advocacy of the brand, it is important to ensure each and every shopping experience in every channel, is seamless, personal and positive.

I encourage you to read the BRP SPECIAL REPORT: Keeping Loyal Customers Happy for more insights.

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

Perry

[1]“The 2017 State of Personalization Report,” 2017. http://grow.segment.com/Segment-2017-Personalization-Report.pdf

[2]2019 BRP Consumer Study

Study: Retailers lag shopper expectations for in-store tech

Mobile Marketer – Shoppers are ready to try new technologies like augmented reality (AR), virtual reality (VR) and cashierless checkout that improve their in-store experience but retailers are lagging in providing them, according to a survey by BRP Consulting.

Almost one-third (32%) of consumers say they’re likely to shop at a store offering an augmented reality (AR) experience, but only 9% of retailers offer the technology to overlay digital images on a real location seen through a smartphone camera. Another 29% of retailers plan to offer AR in the next three years.

Shoppers are slightly less interested in virtual reality (VR), which requires them to wear specialized headsets to see a completely computer-generated environment. Twenty-nine percent of consumers are likely to shop at a store with VR, while 7% of retailers currently offer the technology and 23% plan to add it within three years, per BRP.

Read Full Article: Study: Retailers lag shopper expectations for in-store tech

Retailers’ personalization efforts fall short of shopper wish lists

Retail Dive – Over three fourths (79%) of customers surveyed by BRP, retail consulting firm, said the ability to get personalized service from a store associate is a significant factor in helping them decide where to shop, but just 53% of retailers surveyed described personalization as a top priority for them this year, according to a BRP report.

Being able to identify customers can help enable more personalized service, and 64% of consumers surveyed said they are comfortable with retailers identifying them via their mobile phones while they are in stores, provided that it translates to a personalized experience.

However, 63% of retailers surveyed said they were not able to identify their customers before they checked out, and 20% said they either were not able to identify them until after checkout, or not able to identify them at all, the report stated.

Read Full Article: Retailers’ personalization efforts fall short of shopper wish lists

Mobile Payments Self-Checkout Future In The Hands Of New MPOS Systems

Payment Week – It’s easy to see why a lot of people like the idea of mobile payments and self-checkout. Being able to serve as your own checkout stand means that you’re always the next person in line. That speeds things up and makes your overall customer experience better for the faster pace. However, access to such tools is as yet limited, but that’s a point a lot of retailers are looking to change thanks to significant improvements in mobile point of sale (mPOS) systems.

Already, we’ve seen several brands make this leap, like Nike and Loblaw, giving customers the ability to put their mobile devices to work in handling checkout duties. In fact, within the next three years, 63 percent of retailers plan to roll this concept out in their own stores, which likely means we’ll see this show up in more familiar and larger brands soon.

There’s a good reason for this ramped-up release schedule: sheer profit potential. The global POS software market is expected to hit $30.9 billion just by 2024, and with retailers rapidly planning to introduce the systems, the chances for repeat business and happy customers goes up with it. After all, word from BRP, retail consulting firm, says that 56 percent of shoppers are more likely to shop with retailers that will let them share carts from one channel to another, like online to in-store. And in general, 73 percent of customers want access to self-service systems like self-checkout. Failing to provide at this point is like showing whole rafts of customers the door.

Read Full Article: Mobile Payments Self-Checkout Future In The Hands Of New MPOS Systems

How Innovative mPOS Is Paving The Way To A Self-Checkout Future

PYMNTS.com – To serve customers who want to shop in stores and online, retailers and solution providers are working to offer a unified retail experience across multiple channels. They aim to help shoppers move seamlessly from browsing a merchant’s website to perusing the aisles of brick-and-mortar stores through shared carts and other digital payment experiences.

More than six in 10 — or 63 percent — of North American retailers plan to provide mPOS solutions that leverage customers’ own mobile devices within three years. Last year, Dollar General rolled out a new mobile app that enables customers to scan and pay for items in the store using their smartphones. The app, which was released in May, is available in Apple’s App Store and on Google Play. Shoppers scan their selections as digital coupons are automatically applied, and can pay by scanning a quick response (QR) code at a dedicated checkout tablet at the front of the store. Customers bag their purchases at a checkout station, and a receipt is available through the app or via email.

The projected value of the global POS software market by 2024 is said to be $30.9 billion. And retailers are integrating new POS solutions into their brick-and-mortar stores: Toshiba Global Commerce Solutions recently announced that its TCx™ 300 system would arrive in all of Roche Bros.’ Massachusetts locations. To begin the process, the retailer was said to bring 100 POS systems and accompanying TCx displays into seven of its stores. By March, 200 additional lanes are set to arrive at the company’s other 13 stores. Roche Bros. Chief Information Officer John Lauderbach said in a press release in early January, “Our adoption of the company’s premium point-of-sale technology has already proven successful by enabling faster, more frictionless transactions for both our associates and customers.”

Almost six in 10 — or 56 percent — of consumers are more likely to shop at a retailer that enables them to share a cart across channels. The finding was reported by BRP, retail consulting firm, in its 20th annual POS/Customer Engagement Benchmark Survey. Moreover, the survey found that half of consumers indicated they would probably let merchants save their preferences, personal history and personal details in the event that the process would help give them individualized deals and an easier checkout. BRP Senior VP and Practice Lead Perry Kramer said, according to the reports, “As customer expectations for an increasingly customized experience increase and evolve, retailers are adopting new ways to identify customers and personalize their shopping journey.”

And nearly three quarters — or 73 percent — of consumers want self-service technology, such as self-checkout.

Read full article: How Innovative mPOS Is Paving The Way To A Self-Checkout Future

Retailers catching up to consumers’ digital expectations

Luxury Daily – As consumers seek to shop in environments that are digitally integrated, retailers are playing catch up when it comes to technology such as augmented reality and video conferencing.

According to a report from BRP, retail consulting firm, rather than dying out, the bricks-and-mortar store is evolving in a more digitized direction. As retailers undergo an evolution to remain competitive in the face of disruption, very few currently have the capabilities in place to offer the technology that consumers say they desire in-store.

“The gap between customers’ expectations and retailer capabilities are a result of the combination of two things: continued acceleration and elevation of consumers’ expectations and the time and cost associated with implementing new retail capabilities,” said Ken Morris, principal at Boston Retail Partners. “Consumers’ expectations are shaped by the wealth of information and capabilities at their fingertips via smartphones and the experiences they encounter at every other retail interaction — online, mobile or physical.

“Retailers’ lack of agility is often restricted by legacy software that is difficult to modify for the new technologies required to support consumer expectations,” he said. “There is also a disconnect between customer expectations for personalization and retailers’ capabilities.

“According to BRP’s survey, 79 percent of consumers said personalized service from a sales associate is an important factor in determining at which store they choose to shop, and 63 percent of retailers can’t identify their customers prior to checkout. If you don’t identify customers, you can’t fully personalize their experience.”

Boston Retail Partners’ 2019 Special Report: The Future Store is based on findings from its BRP Consumer Study and the 2019 POS/Customer Engagement Survey.

Read Full Article: Retailers catching up to consumers’ digital expectations