The physical retail landscape is experiencing a resurgence that shows no signs of slowing down. In fact, according to the KPMG/Ipsos Retail Think Tank (RTT), we are currently seeing a return to physical shopping despite the ongoing cost of living crisis. The consumer appetite for in-store experiences continues to rise. However, within the current economic climate, many are becoming more conscious of their purchasing decisions. Today, retailers face a pressing challenge: finding a way to stand out in an increasingly competitive market.
In a world where customer preferences reign supreme, success lies within top-tier customer experiences – the cornerstone upon which retailers must build their businesses. Yet, in an industry that is ever-changing, where customer demands evolve by the day, achieving this goal is not necessarily simple.
At its core, customer experience can be attributed to three main elements: speed, personalisation and convenience. By improving practices with these pivotal elements in mind, retailers can better create unique experiences. They can also differentiate themselves from their competitors and lay the foundations for long-lasting loyalty from their customer base.
However, delivering speed, personalisation, and convenience all at once can be a challenge, especially within brick-and-mortar stores. Yet, emerging technologies, along with the transformative capabilities of mobile point-of-sale (POS), present an avenue through which retailers can create unparalleled in-store service.
Delivering Speed
Long queues and waiting times during checkout only cause frustration for in-store shoppers. According to WaitWhile, nearly 75% of U.S. consumers feel bored, frustrated, disrespected, annoyed or impatient when waiting in queues. In an era where customers are desperate for seamless checkout experiences, retailers need to advance their in-store technology stack with the latest innovative solutions to live up to modern expectations. Mobile POS can act as a beacon of convenience and efficiency within retail. This technology revolutionises the checkout process by eliminating the need for in-store queues. Traditionally confined to designated checkout spaces, customers can now bid farewell to lengthy lines and frustrating waits.
Mobile POS technology liberates retailers from fixed checkout counters by enabling transactions through handheld devices such as smartphones and tablets. This enhances in-store services, reduces wait times, and equips sales associates with customer insights and inventory data. Customers enjoy efficient assistance and speedy transactions, while retailers can optimise sales and deliver superior in-store experiences.
The world is becoming increasingly fast-paced, and prompt service is becoming more important to customers than ever before. Using mobile POS, retailers can provide customers with a fast and efficient service model that suits their needs and supports their shopping habits.
Personalising the Experience
Consumer needs are continually adapting and changing. With 71% of customers now expecting a personalised shopping experience, retailers must find ways to tailor each interaction they have with their shoppers. Mobile POS solutions can enable retailers to provide this desired level of personalisation directly to customers, allowing them to offer exclusive discounts to customers based on their previous shopping habits.
Mobile POS technology provides in-store associates with access to crucial data at their fingertips. With an integrated customer relationship management (CRM) system, real-time data can be collected from each interaction a customer has with a retailer, including information such as a customer’s purchase history, clothing and shoe size, and shopping preferences. From here, associates can offer customers a uniquely curated experience, delivering a tailored service that makes in-store visitors feel valued.
This personalised approach to customer service aids in building brand loyalty for retailers. With staff providing shoppers with a warm and welcoming experience from the moment they enter the store, retailers can develop long-term relationships with a retained customer base.
Creating Convenience
Convenience is the third crucial element that helps retailers differentiate themselves from their competitors. Combining speed and personalisation can go a long way to delivering high-quality experiences in-store, but adding convenience enables retailers to expand this service beyond the shop floor.
Today’s retail industry is highly reliant on multiple sales channels. While in-store sales continue to grow, ecommerce still plays a significant role in a retailer’s bottom line. As such, an omnichannel approach is necessary to facilitate sales from anywhere – whether purchasing online, in-store, or buying online and picking up in-store.
Convenience is created through options, and by integrating order fulfilment software with mobile POS, retailers can create omnichannel-focused sales channels that cater to a customer’s needs. Customers can visit a store, be greeted by a sales associate on entry, inform them of a product they are there to collect, and be out of the store in seconds.
Realising the Value of In-Store
As consumer appetite for experiential retail grows, retailers can attract visitors with convenient purchase options, and retain their long-term business by delivering a fast, highly personalised in-store service.
Those retailers that go the extra mile to make customers feel valued and satisfied at every touchpoint are the ones that will succeed in such a competitive landscape. Mobile POS can go a long way to helping them achieve that distinction.
