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Mobile Technology In The Store
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Mobile Technology In The Store

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It has been well-established that consumers today are increasingly device-agnostic, comfortable with using multiple devices at different times and in different ways to achieve their goals. The most ...

It has been well-established that consumers today are increasingly device-agnostic, comfortable with using multiple devices at different times and in different ways to achieve their goals. The most successful organizations are those that are able to provide a seamless and consistent user experience as shoppers switch between desktop to mobile and tablet. Retail organizations are especially interested in ensuring that consumers complete a browsing-to-buying cycle regardless of which devices they start and end with.
Usablenet recently conducted an in-depth research study, involving subjects in the US and the UK, on the use of in-store kiosks/tablets. The results are explained in the presentation.

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Mobile Technology In The Store Mobile Technology In The Store Presentation Transcript

  • Mobile Technology In-Store Providing Seamless Multichannel Experiences for the Captive Consumer December 19th, 2013
  • The modern consumer Comfortable with using multiple devices at different times and in different ways to achieve their goals, the modern consumer is mobile-ready even when they are inside a store. 70% of US and 60% of UK shoppers carry their smartphones with them while they are in the store 30% of US and 40% of UK shoppers have smartphones in their hands while in the store, to browse 79% of US shoppers and 64% of UK shoppers use their smartphone to browse and shop on websites and apps In the US, 41% of shoppers browse and purchase using their smartphone at least once a month, 34% almost daily. In the UK, 29% browse and purchase at least once a month, and 28% almost daily 2
  • Mobile as essential aspect of the in-store experience Inside the store, shoppers use their smartphones for: • store information (other branches of the same chain or a competitor), • coupons and deals, • price comparisons, • product features, • product availability. As part of their pre-buying research, consumers use their smartphones to connect with their personal network by taking and sharing photos of products, texting or calling their friends and scanning product barcodes. To be successful, retailers should provide a seamless and consistent experience between desktop, mobile and tablet, ensuring that consumers complete a browsing-to-buying cycle regardless of which devices they start and end with. 3
  • Mobile in the store: the challenge & the opportunity THE CHALLENGE Mobile has always presented a challenge for retailers, as the traditional in-store model has been to treat consumers as a captive audience surrounded by temptation. THE OPPORTUNITY The opportunity for retailers is the integration of mobile into the instore experience, closing the multichannel loop and achieving the highest-quality experiences in both customer service and customer self-service. 4
  • Mobile in the store: the challenge & the opportunity … The Question now is: How can retailers integrate mobile in the store, enabling consumers to take full advantage of the benefits of mobile to activate or complement other devices in the multichannel mix? 5
  • Best Practices for Implementing Mobile in Stores 6
  • #1 – Focus on addressing consumer needs and goals The challenge Consumer behaviors in the store Showrooming: among smartphone shoppers who used the store’s site or app while in the store, 3 out of 5 compared the in-store price to the online price, while half were searching for an online coupon or customer reviews. How to approach it Rather than discourage showrooming, retailers need to understand it and adjust their pricing and sales models to make sure that in-store mobile shoppers get the incentives needed to convert them from browsers into buyers. The solution Considering that most US (51%) and UK (58%) shoppers do product research on their smartphone, and 77% of US and 81% of UK consumers prefer to browse on their smartphone and make their purchases on a larger device, such as a tablet or computer, an in-store mobile “kiosk,” is useful to enable shoppers to make their purchases, to arrange shipping to home or to order products from the warehouse or another store of the same chain. 7
  • #2 – Make the difference with Quality User Experience The challenge UX and task completion barriers: customers abandon their session because of unnecessary barriers that increase the time needed to complete their tasks, i.e. long-winded journeys to achieve the desired goal, shipping fees, inability to check product stock and order from another store, having to register to make a purchase, etc. In-Store Primarily Practices Kiosk experience How to approach it By creating a well-designed and carefully planned user journey with full functionality: guest registration, incentives such as free shipping when ordering from the mobile kiosk. Such an experience achieves the user’s goals and it also encourages return visits to the store because the in-store experience was positive. The solution The creation of appropriate user experiences for in-store kiosks is helpful to support speed in task completion. Training of sales assistants to identify when shoppers are having trouble with in-store mobile technology can give a sales assistant the cue to intervene, answer questions, or lead the kiosk journey. 8
  • #3 – Make your store multichannel-friendly The challenge Consumers adopt a multichannel approach to shopping online: shoppers prefer to research on one device and complete transactions on another. When it comes to make a purchase, security concerns tend to make consumers opt for a larger screen (i.e. tablets) that also makes product comparison easier. Customers who prefer shopping on Apps How to approach it Retailers should offer a seamless multichannel experience in the store. By giving customers greater access to the information and functionality they need to make and act on a buying decision, retailers can inspire shoppers to visit stores more often. The solution Free Wi-Fi provided in the store enables an open channel to engage customers. With Wi-Fi, shoppers can use their mobile devices to take photos of products and prices to have on hand and to share with friends, to scan QR codes. Furthermore, retailers have an opportunity to push special offers/notifications to customers when they’re in the store. The offer mobile apps that combine robust functionality with added-value features not easily accessed by other channels is one more winning strategy. 9
  • #4 – Arm sales staff with tablets The challenge Sales assistant productivity to be improved: 78% of US shoppers and 67% of UK shoppers do not take their tablets with them into stores. However , understanding the functionality and appreciating the experience. They would ask for specific support from a sales assistant with a tablet. Shoppers who do not bring tablet while shopping How to approach it As in-store self-service displays can improve sales assistants activity, sales assistants can also be more effective by carrying a tablet themselves or by offering help to someone using a self-service display. The solution Arming sales assistants with tablets makes them like “walking kiosks”, able to bring knowledge and functionality to the consumer. Training sessions for sales assistants, on how to use the full functionality of the in-store mobile kiosk or tablet display, will make them able to find whatever a consumer is looking for, quickly and efficiently. 10
  • Best Practices for Marketing Best Practices for Marketing In-Store Mobile to Consumers In-Store Mobile to Consumers Confidential 11
  • #1 – Lead consumers directly to in-store mobile displays The challenge Help customers to find kiosks in the store: as consumers become more familiar with mobile technology, they desire the same functionality in stores and be enthusiastic about in-store self-service displays; however, in-store kiosks are often hidden without clear signage identifying the technology that is available to shoppers. Shoppers who used in-store kiosks to browse and order How to approach it In-store mobile technology should be aggressively and enthusiastically promoted. The solution The promotion of in-store mobile technology, within the store via signage as well as in customer emails and marketing, is extremely important. By positioning sales assistant near the displays to help direct shoppers to them can improve the way sales assistant engage with consumers. 12
  • #2 – Use all channels to draw consumers to kiosk Shoppers receptive to receive E-promotions The challenge Finalizing transactions: in-store self-service kiosk not always result in a transaction. Consumers will often do research in store and complete the transaction at home. How to approach it In-store experiences should support a multichannel, multi-context process. The solution By developing strategies that allow the kiosk to support customers across all channels, retailers can provide incentives to return to the store and fulfill the offer through the kiosk. Messages and promotions sent to customers’ phones, based on their browsing experience in the store, can improve the engagement and be an incentive to go back to the store. 13
  • What should retailers do? Advantages of adopting the in-store mobile technology Smartphones Retailers should study and understand customer behaviors and design integrated mobile experiences, to engage them while they shop in the store Tablets - Its usage is growing, so adopting it now makes brands first movers. In-store Kiosks - In-store mobile technology can help brands to understand customer behaviors and how mobile technology can be implemented and presented more effectively to the modern shopper who wants to shop anywhere, at any time, on any device. 14
  • How retailers can achieve this goal By thinking like consumers, who have proven adept at moving from one device to another. By having the vision and flexibility to offer a truly seamless, consistent and integrated multichannel experience for their customers. By offering in-store experiences that can also extend to other contexts such as the home. By building and proudly promoting and featuring in-store self-service devices to address the needs of their smartphone-wielding consumers while they shop. By increasing the productivity and effectiveness of their own employees, by arming them with tablets. By training sales assistant on how to provide exceptional customer service with their knowledge of the in-store kiosks. Usablenet’s research found that there is less difference than we thought between the behaviors and preferences of US and UK customers. This is good news for global retailers, who can deploy similar functionality and strategies at stores around the world. 15
  • Methodology First-hand unobtrusive observations of customers interacting with kiosks in a physical store environment In-person interviews with employees and customers who have used instore kiosks Survey to 1500 respondents on their use of smartphones and kiosks in-store Market studies on mobile usage in relation to multichannel browsing and shopping behaviors Research process in both US and UK 16
  • Would you like to know more? Visit our website www.usablenet.com Contact us Address 28 W. 23rd Street, 6th Floor New York, NY 10010 Phone +1.212.965.5388 Fax +1.212.965.5391 17