This document discusses how retailers can embrace "showrooming" and use interactive retail to engage customers in stores. It describes showrooming as customers scoping out items in physical stores but purchasing online. To address this, the document recommends that retailers use in-store technologies like interactive screens and mobile apps to provide information, attract customers, and allow purchasing. This creates better experiences, increases sales by engaging customers and preventing losses, and boosts staff efficiency. Retailers should integrate physical and online presences by bringing the online experience into stores with these interactive technologies.
2. #CCSeries13
About CCS 2013
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www.retailtouchpoints.com/connected-consumer-2013
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7. How You Can Keep Your Store From Becoming A
Fitting Room For Internet Shoppers
JamesDion
8. What Is Showrooming?
shoppers who scope out merchandise in stores but
buy on rivals' websites usually at a lower price
9. The Store Is, And Will Remain For Some
Time, The Channel Through Which
Retailers Receive The Largest Proportion
Of Their Revenue. However,…
…through 2015, retail revenue from e-commerce
channels is expected to grow while B&M stores
revenue will continue to shrink
Channel 2009 2013 2015
B&M Stores 91.2% 87.01% 83.98%
E-Commerce 5.64% 8.89% 11.45%
Mail Order Catalog 1.56% 1.02% 0.94%
Call Center 1.24% 1.40% 1.19%
Mobile Commerce 0.09% 1.26% 1.89%
Other Channels 0.35% 0.46% 0.55%
n = 186 retailers)Top-Line Trends on Channel Revenue % Split
Source: Gartner
10. And Although A Low Percentage Of
Revenue, M-Commerce Will Have A
Significant Impact On Cross-Channel Sales
shopping via smartphone - the growing tool
for “showrooming”
16. Deals Are Here To Stay
deals, sales and promotions have become an expected
part of the shopping process for consumers across
all age groups, genders and incomes
18. The Elephant In The Room
Amazon.com was the 13th largest retailer in
the U.S. in 2011, up from 19th in 2010 -
expected to rank 10th this year displacing
Best Buy and may surpass Wal-Mart by 2020
20. Why They Are Better – Everything You
Want (Broad Selection) + Deal + Instant
Gratification
Illustration by Peter Arkle; Cardboard Box: Judith Colling/Alamy
2013 estimates
are as high as
10 million
33. Sell A Good Time
theatrical, immersive and more of a life
experience instead of simply a place to
get something – from showrooms to
playrooms
34. technology is the answer – for
example, cash registers, a thing of the
past; associates on the sales floor
equipped with hand-held devices
35. hyperlocal proximity marketing solution
Top Five Reasons to
Purchase Your
Electronics from Best
Buy:
1. Avoid Shipping
Fees
2. Easy Return and
Exchange Program
3. Accessible and
Convenient
Maintenance and
Care
4. Easy Financing
5. Take it Home
Today!
„Educate The Customer‟
47. And Most Importantly, Embrace
Showrooming
it‟s a fact of retail
fight it with service – superior service
48.
49.
50.
51.
52. Anytime, any place, anywhere
What is Omnichannel?
Seamless experience across channels
and touch points
53. Why Omnichannel?
Information‐hungry,
price‐savvy,
and mobile‐empowered
shoppers expect a one-screen,
one-store consistent
experience across retail
channels and touch points.
This means a move
from “connecting the
channels” to “blending
the channels.”
Multi-Channel
the New Norm >50% of customers make multi-
channel purchases
The Rise of
Social Media >78% of consumers trust peer
recommendations
Mobile
Commerce >38%
of smartphone users have
made a purchase using a
smartphone
Online
Shopping >15% Growth over the last year
54. Source: comScore 2012
Omnichannel is accelerated by the rapid rise of mobile shoppers
4 out of 5
consumers use their
smartphone to shop
55. In-Store is Preferred Purchase Channel
YES
Preferred Purchase
Channel: In-Store
76%
74% of shoppers that visit
a mobile site or app for a
retailer or brand make a
purchase
56. Evolving the In-Store Experience
Airport Wireless store featuring XQ Interactive Retail Solutions
61. Benefits of Interactive Retail
Create Great Customer
Experiences
• Create a fun, interactive
environment that pulls traffic
in
• Provide in-depth product info
to make purchase decision
easier
Increase Sales
• Present related items and
promos and centrally
manage ad campaigns
• Prevent walk-outs by
engaging consumers even if
sales rep is unavailable
Boost Sales Efficiency
• Interactive screens serve as
sales aid for retail staff
• Provide option of self-
service
62. 1 Integrate your physical and online presence
Bring the best of the online experience in-store with
Interactive Retail technologies
Implement innovative in-store technologies2
Empower Staff3
66. #CCSeries13
Q&A // Panelists
Jim Dion
Founder & President
Dionco, Inc.
Alicia Fiorletta
Associate Editor
Retail TouchPoints
MODERATOR
Allan Pulga
Manager of Communications
iQmetrix
CEO Shane Evangelist defined the problem. "What do you do as a seller of commodity-based products when you face Amazon?" he said. Because consumers can easily search for auto parts and prices using a search engine and get results from a handful of e-retailers selling identical products, the decision often comes down to price. And on that front Amazon often wins the day, Evangelist said.He said U.S. Auto Parts, No. 59 in Internet Retailer's Top 500 Guide attacks this problem in three ways. First, it offers a line of private-label products. "Amazon is really good at taking a SKU number, putting it in a search result and pricing it lower," he said. By owning the product line and not selling it on Amazon, U.S. Auto Parts controls the pricing and margin of its private-label products.He also said U.S. Auto Parts builds relationships with parts suppliers to make sure the retailer receives product ahead of Amazon. The last part of the e-retailer's approach is to find products Amazon and other competitors aren't selling. "Go where they are not," Evangelist said. "Go analyze what competitors aren't selling and go get it."
Retail evolution.We went from single channel to multichannel. Omni-channel is the final step of the evolution, from a single channel to a complete and holistic experience that merges these various touch points. The omni-channel ideal is that the consumer should be able to come to the retailer from whatever touch point is appropriate to them at whatever stage in the retail process they are. So, the journey goes from single channels to multiple channels and finally omni-channel, which is the blending of these various capabilities to meet the needs of the consumers wherever they are.
We are evolving into omni-channel, unified and integrated customer-centric experiences. In other words, leveraging the touchpoints — mobile, social, kiosks, store, etc, — to create a seamless experience. Omni-channel is about giving the customer what she wants, when she wants it.
And probably the biggest driver of omnichannel is smartphones. Consumers will never walk out of their house without their phone. And in fact, 4 out of 5 consumers use their smartphone to shop. It’s a source of rich information but also the target of messages and promotions that you as retailers can deliver to the consumer wherever they are.
Although consumers like using their smartphones to do product research, when it comes to actually BUYING – most ppl still prefer going to the physical store.Therefore, the in-store experience isn’t going away – the role of the store is just changing within the retail ecosystem
Merging of physical and virtual worlds to create ultimate customer experience
Staff can use XQ to guide customers through the purchase process.
At iQmetrix one of the things that we really love doing is analyzing the customer’s ENTIRE wireless retail path: the BEFORE, DURING, and AFTER they enter into your wireless store – and creating a great experience for them at every touch point. We start with the ATTRACT stage – where as a retailer, you want to attract and pull people into your store – and you can do that with AdPlay and Stream.Once they’re in your store – you want to KEEP them engaged so they’ll STAY in your store – and Browse does that through engaging and educating the customer with product information, and guiding them them the decision-making process of selecting a phone. When customers are ready to BUY – their items are sent over from BROWSE to RQ, where their activation and purchase process can then be completed.After they purchase, we want to give them a reason to return to YOUR STORE, building loyalty. We fulfill that need through APPWALL – which is a prototype of a future concept that we’re working on. If you attend our panel session “The Future of Interactive Retail” later on this afternoon you’ll get to see the unveiling and be the FIRST to view a demo of APPWALL. All these in turn: create great customer experiences, boost sales efficiency, and increase sales and profit
Embracing new digital touch points to deliver WOW increases loyalty and drive`s profitsI said this last year, companies like apple have set a new bar has been set for in-store customer experience, and if we don’t provide it, they just have to go down the street