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56% of Consumers are Likely to Choose a Retailer who Offers a Shared Cart Across Channels, According to New BRP Report

Only 7% of retailers are able to provide a shared cart across channels

Boston, MA – March 12, 2019 – According to BRP’s SPECIAL REPORT: Real-Time Retail, customers want access to a single cart to shop across channels and be able to reach their cart via phone, computer, or even in the store – they want to “start anywhere and finish anywhere.” In BRP’s Consumer Study, 56% indicated that they were likely to shop at a retailer that allowed them to have a shared cart across channels instead of a retailer that does not offer this service, yet only 7% of retailers offer this shared cart concept.

The importance of real-time visibility and access to product and customer information across channels has grown significantly over the past few years as consumers’ expectations continue to rise. Today’s retail model has to venture beyond omni-channel by breaking down the walls between internal channel silos and leveraging a common commerce platform with a single order management system to deliver a holistic, real-time, personal, seamless experience.

Real-time retail is the ability to deliver this seamless and personalized experience to the customer whenever, wherever and however she chooses to shop. It enables retailers to identify the customer and gather, analyze and disseminate customer, product, pricing and inventory data across all channels – instantly.

“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 Ken Morris, principal, BRP. “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. As retailers move to unified commerce, full access to enterprise-wide data in real-time will become more common as it is a necessity to survive.”

BRP’s SPECIAL REPORT: Real-Time Retailis based on findings from the BRP Consumer Study and the 2019 POS/Customer Engagement Surveyand offers insights into how real-time access to inventory and customer data is imperative to deliver a seamless, personalized customer experience.

The SPECIAL REPORT: Real-Time Retail highlights:

SEAMLESS EXPERIENCE:

  • Customer expectations:56% are likely to shop at a retailer that offers a shared cart across channels
  • Retailer capabilities:7% offer the ability for customers to have a shared cart across channels

PERSONALIZATION:

  • Customer expectations:87% want a personalized and consistent experience across all shopping channels
  • Retailer capabilities:53% indicate that personalization of the customer experience is a top priority

To download BRP’s SPECIAL REPORT: Real-Time Retail, visit:

https://brpconsulting.com/download/2019-special-report-real-time-retail

The special report platinum sponsor is TSYS, the gold sponsors are Aptos,Diebold Nixdorf, ECRSand Fujitsu, and the silver sponsor is STORIS.

About BRP

BRP is an innovative retail management 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.

Mobile Payments Becoming Frictionless

Convenience Store News – More c-stores are looking into frictionless payment options as Amazon raises the bar.
BRP’s 20th annual “POS/Customer Engagement Benchmark Survey” found 63% of consumers use mobile phones while shopping in stores to compare prices, view offers and check inventory. Meanwhile, 49% of retailers list customer mobile experience as a top customer engagement priority.

“C-stores completing their EMV upgrades at the pump can take a large leap forward with mobile payments at the pump to improve the customer experience,” said Perry Kramer, senior vice president and practice lead, BRP, a retail-management consulting firm. “Moving towards mobile payments is a low-cost way of offering consumers an experience of being able to pay with their phone and removing the task of finding their credit card and swiping or inserting at the payment terminal.”

“Frictionless payments, mobile applications and loyalty must all be viewed as a single, holistic solution. Not doing so can significantly jeopardize retailers’ top and bottom lines by impacting total transaction count and units per transaction in the stores,” Kramer said. Wawa could have added mobile payment to its food ordering kiosks, but that may have deterred impulse purchases as customers walk around the store, he said.

Read Full Article: Mobile Payments Becoming Frictionless

Retailers Prioritize In-Store Mobile Tech But Struggle to Implement It

Dealer Scope – Mobile technology is impacting the way that consumers shop in physical retail stores. I know. Shocker, right? But the findings from a recent survey dive a little deeper into the role mobile technology has had in how retailers think about their own in-store shopping experiences. And while they certainly are aware of the role of mobile technology in their stores, they haven’t necessarily figured out the best way to capitalize on it.

The findings come from BRP’s 2019 In-Store Mobility special report, which is based on the consulting firm’s wider consumer engagement study.

In it, BRP found that 63 percent of customers reported using their phones while in a store shopping to do perform various tasks. Customers, then, clearly expect to, and actively do, have their phones out and active while they’re in a store shopping. As such, 49 percent of retailers said that the customer mobile experience is one of their top customer engagement priorities.

Read Full Article: Retailers Prioritize In-Store Mobile Tech But Struggle to Implement It

Empowering Retail Associates with Technology

There is no denying the power of mobile technology as a disruptor in the retail industry. Mobile devices are ubiquitous in our lives; dramatically changing how we interact with each other, obtain information and shop. Having this constant, virtually unlimited amount of information at our fingertips has changed consumers’ shopping behavior and elevated our expectations for customer service.

While much of the retail mobile technology discussion addresses the effect on consumer behavior, this proliferation of tablets and mobile phones also offers many new opportunities for associates to enhance customer service. Putting mobile devices in the hands of store associates is a necessity to “keep up” with the customer who has a plethora of information available at her fingertips.

Associate mobile devices enhance the shopping experience through access to real-time inventory and customer data and offer the ability to service customers and process transactions anywhere in the store.

Within the next three years, the number of retailers that use mobile devices and tablets in the hands of associates will double to three-quarters of retailers. This increased rate of adoption is driven by several factors, including the declining price of mobile technology, the growth in maturity and range of tools, and the critical need for store associates to have the necessary tools to enhance the customer experience and “keep up” with the abundance of information that customers have at their fingertips.

However, retailers need to continue to improve their mobile capabilities through refined processes, better technology and enhanced training for associates. Powerful associate tools are only helpful if associates are trained to use them effectively, especially when associates are dealing with sensitive customer information. Unfortunately, retailers are still playing catch-up to consumers that constantly research and buy products on their ubiquitous mobile devices.

Download the full report to better understand what retailers are doing and should be doing to ensure they can “keep up” with their customers.

I appreciate you opinions on this topic. Please share your comments and ideas below.

David

Mobile purchasing maintains upwards trajectory: BRP

Luxury Daily – As consumers’ usage of mobile continues to grow and the number of shoppers who are comfortable purchasing via smartphones also rises, luxury retailers and brands need to keep their mobile offerings at the forefront.

According to a study from BRP, 41 percent of consumers are likely to increase their purchasing on mobile devices over the next 24 months, and 85 percent have a least bought one item via smartphone. Currently, 33 percent of those surveyed claim to frequently purchase on mobile devices.

“With consumers’ pervasive use of mobile phones for everything from researching to buying products, retailers need to continue to offer more mobile applications and services,” said Marty Whitmore, senior vice president and practice lead at BRP, retail consulting firm. “Some consumers even choose one store over another based on what mobile features a store offers.

“According to BRP’s consumer survey, 67 percent of consumers indicate that mobile coupons and promotions are an important factor in determining at which store they shop,” he said.

Read Full Article: Mobile purchasing maintains upwards trajectory: BRP

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